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Carolina Panthers team up with Eintracht Frankfurt to drive German fan engagement

The Carolina Panthers have announced a new strategic partnership with Bundesliga soccer club Eintracht Frankfurt to help raise the National Football League (NFL) team’s profile in Germany.

After securing German marketing rights in 2021 via the NFL’s International Home Marketing Areas (IHMA) programme, the Panthers will launch a number of initiatives in Germany in collaboration with Eintracht Frankfurt, including a Super Bowl watch party at the German top-flight club’s Deutsche Bank Park home.

Both parties have already worked together several times this year, with the two teams hosting a watch party for the Panthers’ clash with the New York Giants, which was broadcast on a LED screen outside Eintracht Frankfurt’s stadium.

October also saw the Panthers hold a youth flag football clinic in Frankfurt to help further promote the sport in Germany. Additionally, during the NFL’s first ever Munich game in November, the Panthers hosted fans and partners at a venue close to the Allianz Arena.

Frankfurt’s Deutsche Bank Park has already been awarded hosting rights for two NFL games, the first of which will take place in 2023.

Although further details have yet to be revealed for next year’s Germany games, the NFL says it will aim for teams to take part in games within their IHMAs. The Tampa Bay Buccaneers, which also obtained German marketing rights last year, played in the inaugural Munich game last month.

“Our close collaboration with Eintracht Frankfurt will provide a familiar connection between the Panthers brand and German sports fans and help grow our fanbase across the country,” said Kristi Coleman, president of the Carolina Panthers.

“Events like our watch party also provide unique and memorable experiences for our fans and corporate partners and help strengthen our existing connections to the significant number of German companies with a presence in the Carolinas.”

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Travis Burnett

Travis Burnett

A pioneer in the flag football community, Travis helped co-found the Flag Football World Championship Tour, FlagSpin and USA Flag. Featuring 15+ years of content creation for the sport of flag football, creating and managing the largest flag football tournaments on the planet, coaching experience at the youth and adult level as well as an active player with National and World Championship level experience.

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