Steelers expand to Germany

The NFL announced an expansion of its Global Markets Program, adding four new teams and five new markets set to participate.

The program, which launched in 2022, awards NFL clubs international marketing rights to build brand awareness and fandom beyond the United States, through fan engagement, events and commercial opportunities. Overall, 25 clubs will participate in the program across 19 international markets, as the NFL continues to prioritize global growth.

That includes the Steelers who are expanding into the German market. A ‘ Global Markets Program’ license means that Germany joins Ireland and Mexico as markets in which the Steelers are able to carry out in-person activities such as fan and youth football activities. It also enables the Steelers to partake in corporate sponsorship and merchandise sales, as well as co-marketing relationships throughout the country of Germany.

The Cleveland Browns (Nigeria), Detroit Lions (Austria, Canada, Germany and Switzerland), Indianapolis Colts (Austria and Germany) and New York Giants (Germany) joined the program. Argentina ( Miami Dolphins), Colombia ( Dolphins), Japan (Los Angeles Rams), Nigeria and South Korea (Rams) are the new markets. In addition to expansion by the Rams and Dolphins, the New England Patriots (Brazil), the New York Jets (Ireland), Steelers (Germany) and Seattle Seahawks (Austria, Germany and Switzerland) expanded into new markets.