Bundesliga and NFL extend memorandum of understanding to strengthen cooperation

The Bundesliga and the NFL have extended their memorandum of understanding, continuing a partnership launched in 2022 that aims to strengthen cooperation and engage fans in the United States, Germany and other markets.

Areas of cooperation include sharing expertise; innovation; digital and experiential marketing; producing content jointly across the two sports; and working on marketing initiatives and supporting the delivery of NFL games and Bundesliga projects. Bundesliga CEO Steffen Merkel said renewing the agreement supports the competition’s expansion in the United States and its growth strategy there, while NFL Commissioner Roger Goodell pointed to opportunities to develop new fan experiences and grow both sports.

Previous partnership activities have included events in the United States featuring names from both leagues, while venues in Munich, Frankfurt and Berlin have hosted NFL regular-season games. The Bundesliga said its broader collaboration in the U.S. market also includes a 17-year partnership with Relevant Sports, covering media rights, marketing, events, sponsorship, local content and grassroots initiatives.