The National Football League’s (NFL) inaugural regular season game in Germany proved to be a resounding success, not only in sporting terms but also as a significant economic driver and a catalyst for social engagement. A comprehensive study, the “2022 NFL Munich Game Impact Assessment” by The Sports Consultancy, revealed that the historic event generated a total economic impact of €70.2 million for the city of Munich. Of this substantial sum, €32.2 million was attributed to direct spending, highlighting the immediate financial benefits of hosting such a high-profile international sporting fixture.
On November 13, 2022, the Allianz Arena in Munich witnessed an enthralling contest between the Tampa Bay Buccaneers and the Seattle Seahawks. The Buccaneers emerged victorious with a 21-16 scoreline, but the real victory extended beyond the football field, impacting the local economy and community in profound ways.
Dr. Alexander Steinforth, GM NFL Germany, aptly described the Munich game as “a significant moment for the NFL in Germany,” emphasizing its lasting impact on spectators and global audiences alike. He further noted the “impressive” economic and social impact, underscoring the “positive contribution the game had on the city of Munich and beyond.” With plans for future games in Germany, the initial Munich event sets a strong precedent for the ongoing economic and cultural exchange.
The study highlighted the remarkable spending habits of NFL fans who flocked to Munich for the game weekend. On average, these visitors spent €333 per day, significantly exceeding the typical daily expenditure of €225 by regular Munich tourists. This surge in spending directly benefited local businesses, from hotels and restaurants to retail and transportation services, injecting a substantial boost into the Munich economy.
The global appeal of the NFL was further amplified by the Munich game, drawing a massive worldwide audience of 8.2 million viewers. In the United States alone, the game became NFL Network’s most-watched international game, attracting over 5.8 million viewers. Merchandise sales at the Allianz Arena also shattered records, reaching the highest figures ever recorded for an NFL game held outside of the US, demonstrating the immense fan enthusiasm and commercial success of the event.
Beyond the immediate economic gains, the NFL Munich game left a lasting social legacy through community engagement initiatives. Prior to the game, the NFL and the city of Munich collaborated on a series of events and activities aimed at engaging local communities. A key initiative was the introduction of the NFL FLAG football program in German schools. This program provided over 4,000 young people with the opportunity to experience American football firsthand. Launched in 153 schools in 2022, the NFL FLAG program continues to expand across Germany in 2023, fostering youth participation and promoting the sport at the grassroots level.
Munich also hosted Germany’s inaugural NFL FLAG football national tournament in the week leading up to the game. Over 300 young athletes from five German cities (Düsseldorf, Berlin, Frankfurt, Munich, and Hamburg) competed in the tournament. The winning team from Frankfurt earned the opportunity to represent Germany at the 2023 Pro Bowl Games in Las Vegas, showcasing young German talent on an international stage.
Looking ahead, the NFL is set to expand its presence in Germany with two regular-season games scheduled for the 2023 season. The Kansas City Chiefs and New England Patriots have been confirmed as designated teams, promising further excitement and economic opportunities. Details regarding opponents, dates, and locations for these upcoming games are expected to be announced soon, building anticipation for the continued growth of NFL in Germany.
For German schools interested in joining the NFL FLAG football program in 2023, further information and application details are available at www.nflflag.de. The success of the Munich game underscores the powerful intersection of sports and economics, demonstrating how major sporting events can generate significant financial returns and foster community development, making them valuable assets for host cities and nations.
