How the NFL is Taking Germany by Storm - with NFL Germany Head Alexander Steinforth

About this episode

During Superbowl season, we take a look behind the scenes at NFL Germany: Alexander Steinforth, as Germany head responsible for spearheading the expansion of the American global brand, provides insights into an impressive success story.

From Zero to 100 Million Euros in Under Three Years

The numbers speak for themselves: Within less than three years, the NFL in Germany developed into a company with approximately 100 million euros in revenue. This success is built on various pillars: live games in German stadiums, the growing merchandise business, and additional business segments. However, for the NFL, financial metrics aren't the only measures that count.

The Challenge: Creating Year-Round Relevance

One of the biggest tasks for Steinforth and his team is keeping the NFL relevant not just during event times like the Superbowl, but creating a strong sense of community throughout the entire year. Sports thrive on emotions and community – and these must be cultivated even when the big games aren't happening.

Building NFL Germany: First Steps and Team Formation

As the NFL's first German employee, Steinforth faced the challenge of building the Germany business from the ground up. The selection of the first team members was crucial for later success. Which positions were filled first and the criteria used for personnel decisions demonstrate the NFL's strategic approach to new markets.

Balancing Growth and Opportunities

During the first two years of Germany expansion, the team had to continuously balance enormous growth opportunities with available resources. This challenge required strategic thinking and the ability to set priorities.

What Makes a Good Country Manager?

Expanding into new markets requires special leadership qualities. Steinforth shares his insights on what qualities a DACH manager should possess to successfully establish an international brand in a new market.

Internal Teams vs. External Partners

A central strategic question in market expansion: Which areas should be built internally and where does it make sense to work with external partners and service providers? NFL Germany demonstrates how these decisions can be made.

Central vs. Decentralized Control

The NFL is a global organization headquartered in the USA. Steinforth explains which areas are controlled centrally from the US or UK and what must absolutely be driven forward from Germany to ensure local success.

Looking Ahead: Milestones and Fan Numbers

Where does the NFL stand today regarding German fan numbers, and what milestones should be achieved in the coming years? The vision for further development shows the potential that the NFL still sees in Germany.

Lessons for Other Expansion Ventures

The story of NFL Germany offers valuable insights for anyone involved in international expansion projects. From the first personnel decision to long-term brand positioning – concrete strategies and approaches can be derived here that are also relevant for other industries.

Key Takeaways for Founders

The Superbowl season is not just a major event for NFL Germany, but also a benchmark for the success of their expansion strategy so far. With the right mix of local expertise and global brand power, the company demonstrates how international expansion can work in practice.

For founders planning their own international expansions, NFL Germany's journey offers practical lessons: the importance of hiring the right initial team members, balancing internal capabilities with external partnerships, and maintaining year-round engagement beyond major events. Most importantly, it shows that even global brands must adapt their approach to local markets while staying true to their core identity.