FC Bayern Munich and the National Hockey League (NHL) have launched a multi-year strategic partnership aimed at expanding ice hockey’s reach in Germany while strengthening Bayern’s presence across North America.
The cross-sport agreement brings together one of European football’s most recognisable clubs and North America’s leading professional ice hockey league through a series of commercial, digital and fan-focused initiatives.
The partnership will include co-branded digital content, merchandise opportunities, youth programmes, player appearances, watch parties, street hockey events in Munich and matchday activations at the Allianz Arena.
Germany and North America at the centre of the strategy
The agreement forms part of the NHL’s wider international growth strategy in Germany, which the league identifies as one of its key overseas markets.
By partnering with Bayern, the NHL will use the club’s substantial domestic reach to introduce ice hockey to new audiences and strengthen awareness of the sport among German football fans.
Bayern, meanwhile, will leverage the NHL’s extensive network across the United States and Canada as another platform for growing its international fanbase and commercial presence in North America.
NHL expands German schedule
The partnership comes as the NHL increases the number of regular-season games played in Germany.
Düsseldorf will host the 2026 NHL Global Series Germany on December 18 and 20, when the Ottawa Senators will face the Chicago Blackhawks twice at PSD Bank Dome.
The league has also announced four regular-season games in Germany for the following season.
As part of the 2027 NHL Global Series Germany, Munich will host two games involving the Boston Bruins, whose roster includes Munich-born German international JJ Peterka.
Cologne will stage two further games involving the Edmonton Oilers and German star Leon Draisaitl, who was born in the city.
The expanded schedule creates a direct link between NHL activity and Bayern’s partnership, particularly once regular-season games arrive in Munich.
From Allianz Arena to street hockey
Bayern and the NHL plan to produce joint digital and social media content while exploring merchandise collaborations and cross-promotional campaigns.
Physical activations will include street hockey events in Munich, watch parties, hospitality programmes, business networking events and youth initiatives.
The NHL will also have opportunities to activate around Bayern matchdays at the Allianz Arena, while player appearances will provide another way to connect the two sports’ fanbases.
Davies, Draisaitl and Peterka front the partnership
The partnership was unveiled at Bayern’s Säbener Straße training complex with three athletes who provide a natural connection between football and ice hockey: Alphonso Davies, Leon Draisaitl and JJ Peterka.
Bayern defender Davies spent much of his childhood in Edmonton, home of the Oilers, and grew up surrounded by Canadian hockey culture.
Draisaitl is one of Germany’s most prominent international sports figures, while Munich-born Peterka has previously described himself as a lifelong Bayern supporter.
Their involvement gives the partnership recognisable faces capable of connecting the two fanbases beyond institutional branding.
“A strategic and mutually beneficial partnership”
Rouven Kasper, FC Bayern Board Member for Marketing and Sales, said the agreement represents a strategic partnership designed to benefit both organisations.
“This is about a strategic and mutually beneficial partnership,” Kasper said. “It should support the NHL’s development in Germany, while further strengthening FC Bayern’s presence and reach in North America.”
Keith Wachtel, President of NHL Business, said Germany is one of the league’s most important international growth markets and highlighted Bayern’s global profile.
“Germany is one of the most important international growth markets for the NHL, and FC Bayern is one of the most famous and respected sport brands in the world,” Wachtel said.
The partnership gives both organisations a platform to exchange audiences, content and commercial opportunities, while placing Bayern at the centre of the NHL’s growing strategy in Germany and creating a new bridge between European football and North American ice hockey.