Audiences, merchandising,… the NFL match at the Allianz Arena in Munich goes down in history

Credit: AP Photo/Matthias Schrader

On the occasion of the 10th day of NFL 10 days ago, the Tampa Bay Buccaneers faced the Seattle Seahawks in Munich. A success on all fronts according to the football league american.

They were 69,811 at the Allianz Arena on Sunday November 13. Not to support Bayern Munich, but to attend an American football match. A successful seduction operation in Germany.

On the broadcasting side, the German match broadcaster ProSieben recorded an audience of 2.7 million viewers. Making it thus, the most watched NFL regular season game in Germany history. Only the last three Super bowl were watched more than this encounter. A match that was also broadcast on the streaming platform DAZN Germany.

The social networks of the NFL Germany account also benefited from this event. In total, there are more than 20 million views on all the videos posted, plus 360% compared to a normal week. There were over 3.4 million fan interactions, an increase of 717% compared to a normal week. Finally, the account gained more than 30,000 subscribers across all social networks, an increase of 510% compared to a normal week.

A record for derivatives outside the USA

Merchandise sales on game day also set a record for a match outside the United States. A record confirmed by Fanatics », official retailer of NFL merchandise in Europe.

On the activation side, it was also a success. The NFL had partnered with 21″ Brauhauser » (bar) in downtown Munich, where tens of thousands of fans went to enjoy an atmosphere with NFL sauce.

Moreover, the 4 franchises with rights in Germany (the Carolinas PanthersKansas City Chiefsthem New England Patriots and the Buccaneers of Tampa Bay) created their own bar and set up activities for fans. From November 10 to 12, these same fans were also able to observe 32 giant helmets (1 for each of the 32 NFL teams) on the famous Place de l’Odéon.

Other « international » projects for the NFL

On the other side of the Atlantic, the meeting obviously did not go unnoticed. With 5.8 million viewers (not counting those of Tampa and Seattle)this confrontation has become the most-watched « international » game in NFL history.

This match in Munich is the start of a series of matches played in Germany. Indeed, the NFL announced at the beginning of the year the organization of 4 matches with our German neighbors by 2025. (2 in Munich and 2 in Frankfurt).

This season was one of globalization for the NFL since 5 other games have already been played outside the United States. That of Munich therefore, but also 3 others in London last October. This international tour ended on November 21 in Mexico City, where the stadium Azteca hosted the meeting between 49ers of San Francisco and the Cardinals from Arizona.

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