The National Football League’s (NFL) first-ever regular season international game in Germany was a success beyond the stadium in both economic and social impact. According to the 2022 NFL Munich Game Impact Assessment report, compiled by The Sports Consultancy Group, the event generated a total economic impact of €70.2m for the city of Munich, with €32.2m in direct spending. Played on 13 November 2022 at the Allianz Arena, home of German football giants FC Bayern Munich, the game saw the Tampa Bay Buccaneers beat the Seattle Seahawks 21-16.
“The Munich game was a significant moment for the NFL in Germany and one that will live in the minds of those in the stadium and those who watched the game from around the world for many years to come,” said Dr. Alexander Steinforth, GM NFL Germany. “The economic and social impact generated from our first regular season game is impressive and underlines the positive contribution the game had on the City of Munich and beyond, and we look ahead to playing future games in the country in the coming years.”
“The results of the 2022 Munich Game Impact Assessment report confirm what a fantastic success the game was in Munich,” added Peter O’Reilly, NFL executive vice president, club business, major events and international. “We are grateful to the City of Munich, State of Bavaria, Bayern Munich, Allianz Arena and the participating NFL teams in the Tampa Bay Buccaneers and Seattle Seahawks for their partnership in delivering this historic game for the fans in the stadium and viewers around the world, and a legacy that will live well beyond.”
NFL fans spent on average €333 per day in Munich during game weekend, significantly higher than the average Munich visitor spend of €225 per day.
A global audience of 8.2m watched the game around the world. It was NFL Network’s most-watched international game on record in the United States with more than 5.8m viewers (does not count OTA viewing in Tampa and Seattle), and broke game day merchandise records as sales at the Allianz Arena were the highest-ever recorded for an NFL game outside of the US.
“It was an honour to welcome the National Football League to Munich for the first regular season game played in Germany, and we are delighted with the economic and social impact, particularly with our tourism and hospitality industries,” said Dieter Reiter, mayor of Munich. “The event allowed us to showcase our beautiful and vibrant city to thousands of visitors from around the world while ensuring residents from the City of Munich were also able to experience this great NFL event.”
2023 NFL International Games
The NFL’s 2023 season will see two regular-season games played in Germany, with the Kansas City Chiefs and New England Patriots confirmed as designated teams.
London’s Tottenham Hotspur Stadium will once again host two international games, with the Buffalo Bills and Tennessee Titans heading to England. The Jacksonville Jaguars will return to Wembley Stadium as part of its multi-year commitment to playing in the UK.
There will not be an international game in Mexico in 2023 due to renovations taking place in Estadio Azteca in Mexico City.
Image: fcbayern.com