The National Football League’s (NFL) foray into Germany for a regular season game in 2022 wasn’t just a sporting spectacle; it was a resounding economic triumph. A comprehensive study, the 2022 NFL Munich Game Impact Assessment by The Sports Consultancy, revealed that the inaugural game delivered a staggering 70.2 million euros to dollars in economic benefits to the city of Munich. This figure underscores the immense financial windfall generated by the event, translating to a significant boost for the local economy. Specifically, the study pinpointed 32.2 million euros as direct spending injected into Munich as a direct result of hosting the game.
On November 13, 2022, the Allianz Arena in Munich became the stage for NFL history as the Tampa Bay Buccaneers clashed with the Seattle Seahawks. The Buccaneers emerged victorious with a 21-16 score, but the real win for Munich was the substantial economic activity sparked by the game.
Dr. Alexander Steinforth, GM NFL Germany, emphasized the game’s landmark status: “The Munich game was a significant moment for the NFL in Germany and one that will live in the minds of those in the stadium and those who watched the game from around the world for many years to come.” He further highlighted the impressive financial outcomes, stating, “The economic and social impact generated from our first regular season game is impressive and underlines the positive contribution the game had on the city of Munich and beyond. We look ahead to playing future games in the country in the coming years.”
To put the 70 Million Euros To Dollars economic impact into perspective, consider the spending habits of NFL fans in Munich. On average, these fans spent 333 euros daily during the game weekend, significantly exceeding the typical Munich visitor expenditure of 225 euros per day. This demonstrates the high-value tourism driven by the NFL event.
The game’s global reach was equally impressive, drawing a massive audience of 8.2 million viewers worldwide. Within the United States, it became NFL Network’s most-watched international game, captivating over 5.8 million viewers. Merchandise sales at the Allianz Arena also shattered records, achieving the highest figures ever recorded for an NFL game held outside of the United States.
Beyond the immediate economic gains, the NFL and the city of Munich collaborated on a series of community engagement initiatives leading up to the game. A key program was the introduction of NFL FLAG football in German schools. This initiative provided over 4,000 young people with the opportunity to engage with the sport, launching in 153 schools in 2022 and continuing its expansion across the country in 2023.
Munich also hosted Germany’s inaugural NFL FLAG football national tournament in the week preceding the game. Over 300 young athletes from five cities (Düsseldorf, Berlin, Frankfurt, Munich, and Hamburg) participated, with the Frankfurt team winning the tournament and subsequently competing in the NFL FLAG international division at the 2023 Pro Bowl Games in Las Vegas.
Looking ahead, the NFL’s commitment to Germany remains strong, with two regular-season games scheduled for the 2023 season. The Kansas City Chiefs and New England Patriots are confirmed as designated teams, and details regarding their opponents, dates, and locations will be announced later this month.
The success of the 2022 Munich game, evidenced by its substantial 70 million euros to dollars economic impact and positive social contributions, cements the NFL’s successful expansion into Germany. It also paves the way for future games to deliver similar, if not greater, benefits to the host cities and the growing NFL fanbase in Europe.
