The Carolina Panthers have agreed to a new strategic partnership with Bundesliga club Eintracht Frankfurt to help boost the National Hockey League (NHL) team’s profile in Germany.
The Panthers will unveil a series of projects in Germany in a joint effort with Eintracht Frankfurt after obtaining German marketing rights through the NFL’s International Home Marketing Areas (IHMA) programme in 2021, such as a Super Bowl watch party at the German top-flight club’s Deutsche Bank Park home.
Both the involved parties have collaborated multiple times this year, with the Panthers’ game against the New York Giants being telecast on an LED screen outside Eintracht Frankfurt’s stadium.
The Panthers also organised a youth flag football clinic in Frankfurt in October in order to promote the game in Germany. Furthermore, the Panthers also agreed to host fans and partners at a venue near the Allianz Arena during the NFL’s first-ever Munich game in November.
Deutsche Bank Park in Frankfurt has already been granted the right to host two NFL games.
Even though more details about next year’s Germany games are still to be disclosed, the NFL asserts it will aspire for teams to participate in games within their IHMAs. Last month, the Tampa Bay Buccaneers, who also procured German marketing rights last year, took part in the inaugural Munich game.
Kristi Coleman, President, Carolina Panthers, said, “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. 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.”