has been granted

‘Kansas City Mayors’ granted marketing rights in Germany

Mark Donovan, president of the Kansas City Chiefs, says the NFL franchise takes inspiration from the success of the Premier League and Formula 1 when it comes to approaching global expansion.

It was announced on Wednesday that 18 teams have been given access to 26 territories across eight separate countries as part of the International Home Marketing Areas (IHMA) initiative, with marketing rights secured in Mexico and Germany.

This initiative is designed to pave the way for marketing, fan engagement and commercial promotion that will enhance the team’s brand abroad while growing the NFL in international territories with the goal of playing the games also in the respective countries.

While the question about NFL expansion has long surrounded the “ultimate goal,” what is becoming increasingly clear is that new possibilities, new opportunities and new projects are emerging all the time in relation to the league’s global ambitions.

“We’ve learned a lot from the Premier League and teams that have seen a very massive international expansion,” Donovan told Sky Sports during an international media call. “If you look at the fan base of the Premier League team it is much broader than just their home and we are trying to model that.

“I think you’re right that goals and objectives change as things evolve but I think that also reflects our place as a world. Everything is getting smaller, there is a lot of interaction, there are many great examples of how people have dealt with taking an opportunity like this and using technology and creating more awareness Leverage content to create fans and create that passion and interaction.

“And from a business perspective, that interaction creates business opportunities, so you look at what F1 has done with Drive to Survive, you look at what some of the Premier League teams have done through international expansion through the Tours, and that’s the model we’re trying to do to continue, And what we’ve seen and the research we’ve done on these models is that the chances are exponential.

Travis Kelsey secures a 34-yard dash in the OT for his seventh straight win at the Kansas City Chiefs in Week 15 against the LA Chargers

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Travis Kelsey secures a 34-yard dash in the OT for his seventh straight win at the Kansas City Chiefs in Week 15 against the LA Chargers

Travis Kelsey secures a 34-yard dash in the OT for his seventh straight win at the Kansas City Chiefs in Week 15 against the LA Chargers

“Today I can’t sit here and say there is a specific goal, our first goal is just to create better awareness of the Kansas City Chiefs as part of the NFL in Germany and I hope that expands beyond Germany.”

While Donovan insists that Munich will not be the chiefs’ only focus, the organization is already forging a long-term relationship with Bundesliga giants Bayern Munich thanks to their partnership with Hunt’s family-owned FC Dallas in the MLS.

Munich is one of three finalist cities, along with Dusseldorf and Frankfurt, vying for the opportunity to host regular season matches in Germany from 2022.

“We have spent the past two years building a relationship with them [Bayern]Understand how they operate and how they have such a strong position in Germany and try to monitor what they have done in expanding and benefiting from their brand in the United States,” Donovan explained. A similar process of expanding our brand in Germany. “

Kansas City will be able to activate in Germany and Mexico from January 1, 2022, with fan events, local flag football activities, fan clubs, targeted marketing, local sponsorship deals, new digital properties on the team’s website and social channels among the organization’s brand development and support plans.

The other three clubs that will secure its rights in Germany include the Carolina Panthers, the Tampa Bay Buccaneers and the New England Patriots, the latter of which has German full-back Jacob Johnson on its roster. Meanwhile, the Arizona Cardinals, Dallas Cowboys, Denver Broncos, Houston Texans, Las Vegas Raiders, Los Angeles Rams, Pittsburgh Steelers and San Francisco 49ers are among other teams with rights in Mexico.

“This is a long-term process,” Donovan said. “Our first focus will be on expanding the awareness of the Kansas City Chiefs as part of the NFL, and fortunately we maintain a very strong position in the German fan base compared to other fan bases.

“We have a little bit of work to do there, and we will be expanding that awareness beyond the core audiences watching us every week.

“We fully expect to be on the ground in Germany in 2022 with activities, with jobs around the draft, around the Pro Bowl, around the Super Bowl and hopefully we will have the opportunity to play a regular season game in Germany. That will also be a competitive process, I think all the clubs The four that have rights there would like to play there but within the next few years we would like to be on the ground and play a game.”

Mark Donovan heads heads over plans in Germany

Germany offers one of the most enthusiastic, invested and deepest fan bases in Europe, having hosted five pre-season games between 1990 and 1994 as well as being represented by five teams in the former World Football League/NFL Europe/NFL Europa at various stages between 1991 and 2007.

Why Germany? Why expansion? As Donovan hints, it’s in the leaders’ DNA.

“The history of the NFL and the history of the power of fans’ passion for football, our founder Lamar Hunt was the ultimate innovator in the sport, and one of the things he focused on was expanding into new markets,” Donovan said.

“We have played six matches in international markets, four pre-season matches and two regular season matches. He was a strong believer in expanding our brand and positioning in the markets and creating that affinity for the fans.

“We know from real evidence that there are fans who became fans of the Kansas City Chiefs because of the America Bowl or some regular season game, whether it’s in London or Mexico City. This opportunity is an opportunity he believes in.”

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