Cross-Sport Global Expansion Deal
NHL and FC Bayern Munich Announce Strategic Partnership to Grow Hockey in Germany
Key Points
Outdoor hockey game at the Allianz Arena is being contemplated as part of the launch, with Bayern and NHL executives signaling that 'the sky's the limit' for future cross-sport spectacles.
In addition to digital campaigns, the partnership includes concrete fan-activation opportunities such as matchday activations at the Allianz Arena and merchandising opportunities to help integrate the NHL with Bayern's fanbase.
The NHL frames the deal as a multiyear investment in Germany, giving it rights to use Bayern Munich IP, production resources, and the club's fan database to co-create content and campaigns.
Alphonso Davies, who attended the announcement, has a hockey background—having played hockey as a youngster in Canada—which reinforces cross-border ties, alongside German NHL stars Leon Draisaitl and JJ Peterka.
The partnership announcement was unveiled at Säbener Straße, Bayern Munich's training facility, underscoring the collaboration's high-profile nature.
The NHL and FC Bayern Munich announced a multiyear partnership on Wednesday to grow hockey in Germany and expand the soccer club's reach in North America Sports Video Group. The deal brings four regular-season NHL games to Germany in 2027-28, including two Boston Bruins games in Munich and two Edmonton Oilers games in Cologne, adding to two games already planned for Düsseldorf in 2026 iHeart Radio.
The partnership centers on fan engagement through co-branded content, digital campaigns, and street hockey events. Bayern Munich and NHL executives are exploring an outdoor hockey game at the Allianz Arena, with leaders saying 'the sky's the limit' for future cross-sport events. German NHL stars Leon Draisaitl and JJ Peterka, along with Bayern player Alphonso Davies, attended the announcement at Bayern's training facility Sports Video Group.
Four Games Coming to German Cities in 2027-28
The Boston Bruins will play two home games in Munich during the 2027-28 season iHeart Radio. The Edmonton Oilers, led by German star Leon Draisaitl, will host two games in Cologne. This builds on Düsseldorf's role as a host city, which already has two games scheduled for 2026 iHeart Radio. Together, these seven games represent the NHL's largest German footprint to date.
Cross-Sport Activation Plans With Bayern's Global Brand
The NHL will use Bayern Munich's intellectual property and production resources to create joint campaigns Sports Video Group. Fan activations at the Allianz Arena on match days will introduce hockey to Bayern's massive audience. Merchandise partnerships and digital content will blend both sports. The deal gives the NHL access to Bayern's fan database and global marketing channels to deepen hockey's appeal in Europe Sports Video Group.
Leveraging German NHL Stars and Cross-Border Ties
Alphonso Davies played hockey as a child in Canada before becoming a soccer star, bridging both sports Sports Video Group. Leon Draisaitl and JJ Peterka are among the NHL's top German-born players. Their participation in the announcement signals how the partnership links North American hockey to German fans through local heroes. This human connection is central to the alliance's long-term growth strategy Sports Video Group.
A Multiyear Investment in European Hockey Growth
Both organizations frame this deal as a long-term commitment, not a one-off event Sports Video Group. The partnership strengthens the NHL's international expansion while giving Bayern a foothold in North American sports culture. Youth outreach programs and street hockey events will plant seeds for future fan growth in Germany. The announcement at Bayern's Säbener Straße training facility emphasized the deal's high-profile standing for both sports Sports Video Group.
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