Frankfurt, Germany, 15.08.2024 – Infront and top National Football League (NFL) team the Seattle Seahawks have entered into an exclusive partnership designed to elevate the team’s presence across the DACH region (Germany, Austria, and Switzerland). The collaboration will see Infront build the team’s brand through strategic, long-term partnerships, representing a key step in the team’s international growth strategy. It marks the first time Infront has added American Football to its portfolio.
The Seahawks’ involvement in the NFL’s Global Markets Program, launched in 2021, has already expanded their reach beyond North America. The program allows NFL teams to explore international markets for fan engagement, marketing, and commercial opportunities. Building on their existing presence in Canada, the Seahawks have recently extended their market rights to include Germany, Austria and Switzerland.
The Seattle Seahawks are one of the most popular NFL teams in Germany. As the first NFL games were broadcast on German free-to-air TV, the Seahawks won consecutive NFC Championships in 2013 and 2014, winning Super Bowl XLVIII following the 2013 season. These achievements brought a strong following in Germany with the Seahawks’ German fan club ranking as the second largest outside of Washington state, underscoring the team’s significant potential in the DACH region. They also enjoy a huge following on social media in Germany, with over 312,000 followers across the team’s Facebook, Instagram, TikTok and YouTube channels.
Chuck Arnold, President of the Seattle Seahawks and First & Goal Inc, said: “The Seahawks have an incredible fan base in the DACH region. As we look to grow our fan engagement efforts internationally, we’re excited to work closely with Infront to help build upon our strong connections there and assist in cultivating new opportunities to broaden our reach.”
Marco Sautner, Managing Director of Infront Germany, stated: “The partnership with the Seattle Seahawks is a significant milestone for Infront. Our deep expertise in sports marketing and extensive network across the DACH region puts us in a great position to help the Seahawks achieve their ambitious goals. The NFL has grown enormously in popularity in Germany in recent years and we are convinced that together with the Seahawks we can lay the foundation for sustainable success and deeper fan engagement. This collaboration underlines our commitment to creating innovative and strategic solutions for our partners.”
The NFL’s popularity in Germany has been on the rise, making it one of the fastest-growing sports leagues in the country. With a rapidly expanding fan base and increasing interest in American football, Germany presents a significant opportunity for NFL teams to grow their brand. The successful hosting of NFL games in Germany has highlighted the strong demand for top-tier football entertainment in this market.
About the Seattle Seahawks
The Seattle Seahawks joined the National Football League (NFL) in 1976 as an expansion team and have since won one Super Bowl (Super Bowl XLVIII), 11 division titles, and three conference championships. The club is headquartered at the Virginia Mason Athletic Center in Renton, Wash. and plays at Lumen Field in downtown Seattle. The Seahawks organization continues to be one of the strongest in the league, consistently ranking in the NFL’s top 10 in numerous categories, including local and national fanbase, fan experience, retail, and digital engagement. Off the field, the club supports nearly 2,500 charities around the Pacific Northwest and beyond and uses its unique and powerful platform to support community programs in areas including youth empowerment, the future of football, social justice, community response, and the military community. The team’s corporate partnerships include club deals with Amazon Web Services (AWS), Coca-Cola, Delta Air Lines, Lumen, Starbucks, T-Mobile and Toyota. Follow the team online at seahawks.com or @seahawks on social media.
Infront Germany is a well-established sports marketing agency with 100 employees across nine locations throughout Germany. With expertise and experience, they tackle all challenges in sports marketing together with their partners – from market analysis and strategy development to the acquisition and commercialization of commercial rights, as well as the development of digital solutions and the controlling and optimization of sponsorship success. As part of the internationally leading Infront Group, they are also part of a team of around 900 sports enthusiasts worldwide, working together to actively drive the development of the sports business.