Approximately 60 passionate fans of the National Football League (NFL) gathered at Der Player, a trendy restaurant in Hamburg, Germany, last month. These fans, donning jerseys and hoodies of various NFL teams, were there to watch a recording of “Prime Time Football Live,” a popular show on YouTube. Led by former coach and current commissioner of the semi-pro European League of Football, Patrick Esume, they engaged in lively discussions and analysis of recent games. The event showcased the growing popularity of the NFL in Germany, a country traditionally dominated by soccer. Despite soccer’s stronghold, there are now 3.6 million avid NFL fans in Germany, surpassing the number of fans in the UK, which has hosted regular-season games since 2007.

Last year, the NFL played its first-ever regular-season game in Germany, which contributed to the surge in interest. This year’s games in Frankfurt also quickly sold out, demonstrating the enthusiasm of German fans. The NFL is actively seeking to capitalize on this interest, opening an office in Düsseldorf and awarding exclusive marketing rights to five NFL teams. The New England Patriots, for instance, hired former players Sebastian Vollmer and Markus Kuhn as German-language commentators to engage with fans. Kansas City, with its owner’s ties to F.C. Dallas, a soccer team with a partnership with F.C. Bayern, is generating substantial revenue through sponsorships and other deals in Germany. The NFL’s new media partner, RTL, is also broadcasting over 170 regular-season games to cater to the growing German audience.

While the NFL’s popularity in Germany continues to grow, the league faces challenges in maintaining this momentum. The excitement surrounding games in Munich and Frankfurt may become routine, much like the annual games in London. Furthermore, despite Germany being the largest market for licensed NFL merchandise outside of North America, this year’s 10% increase in sales is smaller than in previous years. The NFL’s goal now is to foster long-term growth and keep fans engaged. With the league’s strategic initiatives, such as German-language content and partnerships, the NFL has successfully attracted a younger, well-educated audience—a demographic highly desired by advertisers. The NFL’s presence in Germany is set to endure, even if hosting a team in Europe remains a distant possibility due to logistical challenges and financial considerations.