The NHL announced plans for a multi-year partnership with soccer powerhouse FC Bayern Munich on Thursday, as the league looks to expand its footprint on European soil.
The NHL’s stated desire is to accelerate the growth of hockey in Germany, and hopes that by aligning itself with the country’s largest soccer club, that each group can tap into previously under served markets. As part of the agreement, the league has agreed to have regular season games in Germany in each of the next three seasons.
“Germany is a great market and (there are) great people here and we think the fan base can be built here, and this is a stepping stone to doing that,” NHL Deputy Commissioner Bill Daly said Thursday during a press conference.”We want to continue to expand the presence of NHL games and our business in Europe.”
“We realize we can’t do it all at once, so we are prioritizing and we have announced that Germany is one of our priorities in building that fan base. We think it is the right country at the right time in terms of growing our business.”
This season will see Ottawa and Chicago square off at the PSD Bank Dome in Dusseldorf for the NHL’s Global Series on December 18 and 20th. This will then be followed by a pair of games at the SAP Garden in Munich in 2027, and an as of yet unannounced series in 2028.
As part of Thursday’s press conference, Bayern Munich star Alphonso Davies, Edmonton Oilers forward Leon Draisaitl, and Boston Bruins forward JJ Peterka took part in announcements as ambassadors for their respective clubs.
“FC Bayern is the absolute flagship when it comes to sports, especially football,” Davies said. “That’s why this partnership makes the most sense. Ice hockey and football represent sports at the highest level; there are mental and technical differences – but much is also the same. The euphoria of the fans, for example; the NHL, the Bundesliga, and FC Bayern are very similar in that respect.”
“We athletes prepare in the same way, both physically and mentally. But they are a bit tougher than us when it comes to all the body checks they have to take.”
FC Bayern plans to host co-branded watch parties, business networking events, and a series of fan focused initiatives over the coming months as part of the launch. In return, the NHL will be launching digital initiatives, and providing player appearances at Bayern Munich led events as well.
“Today is an incredible landmark moment for us as we enter the German market,” said Keith Wachtel, President, NHL Business. “When you partner with not just the best football club in Germany but one of the most recognizable brands in the world, I think it shows two things. One, the credibility of what we are trying to accomplish here and that we are very serious about the long-term opportunities in Germany.”
“It is also a unique partnership. This does not exist; a league invests and partners with a team in another sport. We believe the sport of football is a great way to attract the future of hockey fans. So, we couldn’t be more thrilled. All and all, this has been an incredible experience for us and one that has exceeded our expectations.”
The NHL made its first foray into Germany back in 2011 when the Buffalo Sabres took on the Los Angeles Kings at O2 World in Berlin.
Photo: Jason Paris. This file is licensed under the Creative Commons Attribution 2.0 Generic license.