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Seattle Seahawks vs Tampa Bay Buccaneers in Germany

Germany will host a different kind of football

Germany will host a different kind of football
Picture: beautiful pictures

When tickets to the NFL’s first game in Germany went on sale in July, the worst seats in the entire Allianz Arena were sold left and right for up to $600. Germany has there’s never been a mainstream NFL game in country before, and although the first game will obviously be marketed seriously, it’s hard to imagine this kind of interest from the Germans. The NFL even said the only reason why it want a game in Germany is “rate assessment,” in various German markets.

Apparently, the NFL wasn’t sure how welcoming it would be given out in Munich, but for a moment, the ticket to be Sold out. Why though? I understand that Germany stands out among the European markets when NFL Europe still around, but that was 15 years ago. You would think most German fans would carry on.

Since the game in question will be played this weekend, I talked to Dustin Yorkassociate professor of communication at University of Maryville, to understand how much Germany wants this game to go, what it takes to make it happen, and the possibility that Germany will become an integral part of the NFL’s schedule like London in the near future.

“I’m not too surprised,” York said when asked about the frantic demand for the Bucs-Seahawks game in Munich. “Super Bowl viewership in Germany keeps growing from 600,000 when [the NFL] remaining in 2007 to about three million now. They also had success with German players returning and becoming spokespeople. They used their personality and from a marketing standpoint, that’s an important part.”

Players as the full-back of Raid Jacob Johnson has been crucial to the NFL’s marketing strategy in Germany. Johnson, who played college football at the University of Tennessee, often returns to Germany to help promote NFL for its countrymen. He was exciting But unfazed by Germany’s incredible demand for NFL football, Johnson said: “German fans have been waiting for this for a long time. “Football in Germany is a lot bigger than I think most Americans might think.”

When asked how Tom Brady’s presence might affect German demand, York told Deadspin, “Yeah. That’s why the NBA has been so globalized. It’s more of an athlete-centric game than a team-oriented game like the NFL.

“The NFL was trying to link certain teams and brands to different countries, like the Rams to Australia or the Seahawks and Vikings to Canada or the Jags to London,” York continued. “The point is that those brands are very abstract, but to Tom Brady… it’s a person. That’s someone I can support on social media, on TV, like a celebrityand Tom Brady is a prime example of those types of people.”

Even without Brady, though, Germany’s appeal could be a lot higher than anyone at NFL headquarters could have predicted. With rumors of a Europe-based NFL team circulating for years, German interest may have spiked with an overseas team high on the NFL’s priority list.

“From a marketing perspective, that’s understandable,” York says. “Logistically though, it’s a nightmare.

“Travel would be a nightmare. It will be expensive, but they will easily recoup those costs,” he added.I think it will mainly be a matter of the players’ federation, but they will bring a team to Europe in a moment if they can figure out the logistics.”

When asked to elaborate, York said, “There is really no room for growth for sport in the United States anymore. It is still very valuable. They won’t throw it in the trash, but there will be no growth. The NFL has huge value, they have to hunt for the big games if they want to expand, and the only way they’re going to do that at this point is to go global.”

Based on that analysis, an NFL team in Europe could still be years away. However, if the NFL wants to take advantage of the European market right away, it demand to find a niche between bringing a team to Europe and making it a logistical nightmare and having a completely separate European league like the one that failed in the mid-2000s. York believes the best course of action for the NFL to take in the short term is to continue what they are doing.

“The NFL does a great job of reflecting other cultures,” he said. “When they hold matches in London, it doesn’t look like something American in London. It’s like a London thing, just with football.”

According to York, the NFL cannot afford to restart another league and expect it to be an overnight success, especially since the best will still be in the US. “They need to pick their best product and tweak it a little bit to make it more appealing to different cultures,” he notes.

With that in mind, we should expect the NFL to lean on the NFL’s tuning culture for this Bucs-Seahawks game. Former Kansas City executive Carl Peterson who is also a big supporter of NFL Europe once said, “The Germans really like our game. I think they also like its adaptation, the carnival group. He called back fans, sometimes up to 50,000, that will appear for every game. If it were something that was sold in Germany, I imagine the NFL would have been well aware of and therefore would rely heavily on that part of NFL culture. With three more games slated to take place in Germany (one more in Munich, two in Frankfurt), the NFL doesn’t want to change their product much, if at all, just to make small tweaks that make it easier German people feel like them. ‘still going through a German event.

Germany recently pass england as the NFL’s premier international market. “Game Pass has more subscribers, more consumer products are sold in Germany than in the UK, madness video games sell more, TV rights are comparable,” said Brett Gosper, NFL UK and Europe head. Related press in an interview. According to Gosper, Germany even produces an average group of NFL fans, about 17 million people or so, according to Gosper – which the United States does.k. is seriously lacking.

While interest didn’t grow dramatically until NFL games went on sale in 2015, the NFL was still late to the German side. Gosper stated that the addition of the 17th game is crucial for the NFL to schedule more international games. However, based on the initial appeal, I doubt anyone in the NFL was worried they waited too long to appease the German. Clearly, there is a huge market to be penetrated, and it has been that way for a long time. We just never realized it.



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