International media visit: football meets football

Peer Naubert, CMO of DFL subsidiary Bundesliga International, explained the international strategy of the Bundesliga and Bundesliga 2.
Photo: DFL/Getty Images/Daniel Kopatsch.

11 November 2024 – The NFL arrived in Munich with the Carolina Panthers taking on the New York Giants at the Allianz Arena – usually home to FC Bayern München. Since 2022, the DFL has a partnership with the NFL, working together to promote both sports in the respective target markets.

As part of the weekend, a number of international sport-business media were invited to Munich for an exclusive programme, creating interview opportunities with a range of senior executives: from the DFL and NFL but also from FC Bayern, RB Leipzig, the Giants and the Panthers.

The journalists learned more about the origins of the partnership, as well as the future plans from both league and club perspectives. The media delegation were also present for Bayern’s Champions League clash with Benfica and RB Leipzig’s Bundesliga match with Borussia Mönchengladbach, before attending the NFL’s International Series game in Munich.

International media visits continue to be a key part of our global PR strategy, sharing the Bundesliga’s “Football As Its Meant To Be” mantra with leading media, who are able to then deliver the best of German football to fans around the world in a locally relevant and engaging way.   

The international media in discussions with FC Bayern representative Dr Michael Diederich, executive vice chairman and chief financial officer.
Photo: DFL/Getty Images/Daniel Kopatsch
The journalists got insight views of the Allianz Arena in Munich.
Photo: DFL/Getty Images/Daniel Kopatsch