NFL Selects Lagardère Sports To Help Grow Fanbase In Germany

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The National Football League (NFL), in an effort to further its international growth, has selected Lagardère Sports to amplify the league’s social media and digital platforms in Germany.

As part of the relationship, Lagardère Sports will leverage its digital expertise and robust European network to increase the NFL’s social media following and engagement in Germany. The global sports marketing agency will work closely with the NFL to develop a targeted digital media strategy with locally relevant social and digital content designed to expand the league’s German fan base. Lagardère Sports will manage the league’s local social media channels and seek to increase engagement across all of its digital communities.

“We are excited to partner with Lagardère Sports to grow our fanbase in Germany, an important step in our continued international growth,” said Akash Jain, NFL Vice President of International Commercial Development. “We have a tremendous, passionate fan base in Germany and we know Lagardère Sports will help us engage fans with meaningful and relevant content for this market.”

“The NFL is one of the most popular sports leagues in the world and we’re thrilled that they selected us to help expand its fan base in Germany,” said Andrew N. Pierce, Lagardère Sports President & CEO, Americas; President, Golf & Consulting. “As a fully integrated global agency, this new relationship with the NFL perfectly underscores how our industry expertise and vast network allows us to provide leading brands and sports properties with innovative solutions to their global business challenges.”

The NFL launched NFLDeutschland, the official Instagram account of the NFL in Germany, in July and now has more than 12,000 followers. Fans will also be able to follow the NFL on Twitter this season with @NFLDeutschland launching at Kickoff. Additionally, fans in Germany who like the NFL’s official Facebook page will view localized content.

NFL Sunday Afternoon games are broadcast in Germany on ProSieben MAXX. The free-to-air channel transmits two live games every Sunday at 7:00 PM and 10:00 PM locally. Thursday Night, Sunday Night, and Monday Night Football games are streamed in Germany on DAZN, a uniquely dedicated live sports streaming service. The season will culminate when Sat.1 presents its sixth consecutive Super Bowl. Last year, 1.8 million viewers watched the Super Bowl on Sat.1.

Additionally, NFL Game Pass International (NFL.com/gamepass) is available in Germany. This service offers NFL fans the opportunity to watch every preseason, regular season, and post season game live, including Super Bowl LI, on any device including tablets, computers, cell phones, and videogame consoles. NFL Game Pass International also includes NFL RedZone, NFL Network and an extensive collection of NFL Films content.

Lastly, German fans have several options for news, stats, scores and highlights including NFL.com and NFL Mobile, as well as local partner operated sites SPOX.com and ran.de.

Lagardère Sports is a full-service sports and entertainment marketing agency with more than 50 years’ experience and a robust network of 40 offices in Europe. The agency is one of the leading marketers of sports rights on the continent and has relationships with more than 90 European football clubs and two FIFA associations, the Asian Football Confederation and Confederation of African Football. Some of its additional digital clients in Germany include football clubs such as Borussia Dortmund, Hamburger SV, Borussia Mönchengladbach, and Hertha BSC.

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