The Bundesliga’s push into the United States has taken another step forward, with the league and the NFL extending their working agreement through a renewed memorandum of understanding.
The refreshed MoU is designed to formalise cooperation across marketing, digital initiatives and content, alongside supporter-facing events. It also includes the sharing of operational knowledge, reflecting how both organisations have learned from staging NFL games in football stadium environments.
The partnership is not theoretical. Over the past four years, five NFL regular-season matches have been played at Bundesliga stadiums, taking league branding and atmosphere into mainstream American sports coverage. That exposure matters for a league trying to build consistent awareness beyond one-off international fixtures, particularly as more fans discover German football through shared media moments.
Supporter links and crossover storytelling
A key feature of the MoU has been the way it creates connections that feel recognisable to both audiences. The Bundesliga has used NFL events to shine a light on former players and clubs in the US.
Rafinha, the former Bayern Munich defender, attended a watch party in 2025 alongside ex-New England Patriots players Brian Hoyer and Sebastian Vollmer. Borussia Dortmund’s Patrick Owomoyela has also taken part in NFL-related moments in America, announcing a Pittsburgh Steelers draft pick earlier this year.
The league has also sent prominent former figures to Super Bowls. Claudio Pizarro and Roman Weidenfeller represented the Bundesliga at the last two editions held in New Orleans and San Francisco, helping maintain a visible presence during the biggest weekend in US sport.
Star power also plays its part. Ballon d’Or winner and Bayern striker Harry Kane has continued to discuss his interest in an NFL future, having spoken extensively about the possibility of becoming a kicker. While that remains a personal ambition rather than a commitment, it underlines how seamlessly top Bundesliga names can cross into NFL conversation.
Long-term media foundations
The NFL-Bundesliga agreement sits alongside the Bundesliga’s broader US media relationship. The German league has a 17-year partnership in the US with Relevent Sports, covering media rights, marketing, sponsorship, content and grassroots activity—an infrastructure that makes crossover events easier to plan and sustain.
Bundesliga CEO Steffen Merkel, said:
“The renewal of our MOU with the NFL is a pivotal step in the Bundesliga’s continued expansion in the United States,”
“This collaboration not only deepens the connection between the NFL and Bundesliga but also plays a key role in our overall growth strategy in the US market.”
With the MoU renewed, the Bundesliga’s next phase in the US is likely to focus on turning those high-profile game-week moments into repeatable digital engagement and longer-term fan pathways tied to clubs and former players.
