At Super Bowl LX in Santa Clara, the National Football League (NFL) and Axel Springer’s BILD Group officially signed a strategic partnership aimed at solidifying American football as a year-round mainstay in the German sports landscape. The agreement, confirmed by Roger Goodell and Mathias Döpfner, establishes BILD and SPORT BILD as primary media hubs for NFL content in Germany.
The “Playbook” Show & Video Licensing
The cornerstone of this collaboration is the launch of a new weekly format:
- The Show: “Playbook†will be a dedicated weekly show airing on BILD and SPORT BILD platforms.
- Content: It will feature the league’s most compelling storylines, analysis, and exclusive highlights.
- Licensing: The BILD Group has secured comprehensive video licensing rights, allowing them to provide a full season-long overview of all major NFL events.
Building on “NFL Germany Games” Momentum
The partnership leverages the massive growth of the NFL in Germany, which has hosted regular-season games in Munich (Allianz Arena), Frankfurt, and most recently, Berlin in 2025.
- Marketing & Events: Both partners will collaborate on joint marketing activities and fan events.
- Touchdown Berlin: The partnership builds on the success of the “Touchdown Berlin Dinner” held during the 2025 international game in the German capital.
Strategic Importance: A Year-Round Experience
For the NFL, this deal is about moving beyond “event-based” fandom to daily engagement. Alexander Steinforth, NFL Germany General Manager, noted that the goal is to make the sport a “year-round experience” and attract new target groups through BILD’s massive domestic reach.
“American football is becoming increasingly present and popular in Germany. This joint touchdown with the NFL allows us to offer the sport an even bigger platform.” — Carli Underberg, Sport BILD Group.