The National Football League continues its push to broaden its global reach and demographic appeal, announcing a strategic content partnership with German media giant Bild Group. The collaboration, unveiled on , centers around a weekly show titled “Playbook” on Bild and Sport Bild, utilizing video content licensed directly from the NFL.
The partnership was formalized on the sidelines of Super Bowl LX in Santa Clara, with NFL Commissioner Roger Goodell and Springer CEO Mathias Döpfner among those present. Alexander Steinforth, head of the NFL in Germany, expressed the alliance’s intent to “inspire new target groups,” signaling a clear focus on expanding the league’s fanbase beyond its traditional core.
This isn’t the NFL’s first foray into strategic media partnerships aimed at audience diversification. Just last year, the league announced a similar agreement with Betches, a lifestyle media company geared towards a younger, female audience. That partnership, as reported in December 2024, aimed to leverage Betches’ platform to create relatable content and attract casual fans. The Bild Group partnership appears to follow a similar strategy, albeit focused on the German market.
Bild, a leading German tabloid, and its sports publication, Sport Bild, will gain access to key NFL moments and tentpole events. This includes footage from the Pro Bowl, Super Bowl, and NFL Combine, providing a wealth of material for “Playbook” and other potential programming. The agreement also encompasses marketing activities and events, suggesting a comprehensive effort to integrate the NFL brand into the German sports landscape.
The move comes as the NFL continues to invest heavily in its international presence. Germany has emerged as a key market for the league, hosting regular-season games in both Frankfurt and Munich in recent years. These games have consistently drawn large crowds and generated significant media attention, demonstrating a growing appetite for American football among German fans.
Carly Underberg, deputy sports editor-in-chief of the Bild Group, stated her excitement about offering sports “an even bigger stage.” This suggests that the partnership isn’t simply about broadcasting NFL content, but also about elevating the league’s profile within the broader German media ecosystem.
The financial terms of the agreement between the NFL and Bild Group were not disclosed. However, industry analysts suggest that such partnerships are becoming increasingly common as sports leagues seek to navigate the evolving media landscape and reach new audiences. The rise of streaming services like DAZN, which broadcasts live and on-demand sports in over 200 countries, has further intensified competition for viewership and advertising revenue.
DAZN, founded in 2007 as Perform Group, has become a major player in the global sports streaming market. Its extensive programming rights and international reach make it a formidable competitor to traditional broadcasters. The NFL’s partnerships with companies like Betches and Bild Group can be seen as a way to complement its existing broadcast deals and tap into new revenue streams.
The success of this partnership will likely hinge on Bild’s ability to create compelling content that resonates with German audiences. Simply repackaging NFL footage may not be enough to capture the attention of viewers who are unfamiliar with the sport. “Playbook” will need to offer insightful analysis, engaging storytelling, and a uniquely German perspective on the game.
The NFL’s broader strategy of international expansion is also facing challenges. Logistical hurdles, such as travel costs and time zone differences, can make it difficult to maintain consistent fan engagement. The league must compete with established European sports like soccer, which enjoy a deeply ingrained cultural following.
Despite these challenges, the NFL remains optimistic about its prospects in Germany. The country’s large population, strong economy, and growing interest in American football make it an attractive market for the league. The partnership with Bild Group represents a significant step towards realizing that potential.
The alliance also highlights the increasing importance of content partnerships in the modern sports media landscape. Leagues and teams are no longer solely reliant on traditional broadcast deals to reach their fans. By collaborating with media companies that have established audiences and expertise in content creation, they can expand their reach and engage with new demographics.
As the NFL continues to evolve, its ability to adapt to changing consumer habits and embrace innovative partnerships will be crucial to its long-term success. The Bild Group agreement is a testament to that commitment, and a signal that the league is serious about its ambitions in the German market and beyond.
