Packers awarded international marketing rights in Germany, Ireland, UK
Green Bay joins NFL Global Markets Program to further build brand internationally
The Green Bay Packers are going international once again, and this time on a more permanent basis, with the NFL announcing that the Packers have been awarded marketing rights to Germany, Ireland and the United Kingdom through the NFL Global Markets Program.
"The Packers are pleased to officially establish a presence in Germany, Ireland and the UK to engage with current and future Packers fans in those markets," said Packers COO and general counsel Ed Policy. "The opportunity to further develop our worldwide reach, which has grown as we've played internationally in two of the last three seasons, is very exciting for our organization. We look forward to investing in our international growth and building long-term relationships with fans, businesses and organizations in each international market."
The Packers are one of 11 teams in Germany, five teams in Ireland and nine teams in the UK, and are one of 29 clubs to activate through the league's Global Markets Program. While the Packers have not been formally awarded rights until now, the organization has spent recent years conducting the necessary research and analysis to determine when and how to take part in the program. The Packers have initially selected Germany, Ireland and the UK due to the existing fan base, cultural fit and opportunity for further expansion and growth in these countries. The organization may bid on other countries in the future as opportunities continue to grow.
The Packers will formally launch specialized international marketing efforts later this year, including events and programming, targeted digital initiatives, specially curated content and other fan engagement opportunities. The team will pursue activities across their international markets that will connect new audiences with Wisconsin's unique charm and Midwestern character, inspiring affinity for northeast Wisconsin and the entire state. The announcement also allows the Packers the potential to broaden corporate partnerships globally and sell sponsorship rights in these designated markets.
Prior to its involvement in GMP, the team's recent international efforts have included playing two regular season contests internationally, one in London (2022) and one in Brazil (2024) and three international preseason games in Toronto (1997), Tokyo (1998) and Winnipeg (2019). The organization has also been involved in the Global Sports Mentoring Program, a public-private partnership between the U.S. Department of State and espnW that provides international women in sport with mentorship opportunities from American sports industry executives. Packers representatives have also visited Morocco to support "We Can Morocco," an organization that empowers girls and women to realize their potential through leadership courses and American football sessions while also engaging with men to discuss the role they play in advancing gender equality.
First launched in 2022, the Global Markets Program is part of the NFL's long-term, strategic effort to enable clubs to build their brands globally while driving fan growth beyond the U.S. NFL clubs can apply for rights to international markets by submitting proposals to the International Committee for review each spring. Clubs are awarded rights for at least a five-year term through the program, and during this period can pursue activities in that international market that are consistent with what they can do in their home market.