NHL and FC Bayern Munich Forge Historic Partnership to Expand Hockey in Germany

Key points

• The NHL and FC Bayern Munich signed a multiyear partnership to collaborate on co-branding, content, merchandise, and fan engagement to expand hockey’s reach in Germany.
• The NHL will host four additional regular-season games in Germany: two in Düsseldorf in December 2026, and two each in Munich and Cologne during the 2027-28 season.
• The 2027-28 Munich games will feature the Boston Bruins, while the Cologne games will feature the Edmonton Oilers, leveraging the hometown connections of JJ Peterka and Leon Draisaitl, respectively.
• The partnership includes initiatives such as street hockey events, watch parties, matchday activations at the Allianz Arena, youth programming, and cross-promotional campaigns.
• NHL Deputy Commissioner Bill Daly emphasized Germany’s potential as a major market, noting its large population, developed economy, and strong sports culture, with Bayern Munich representing approximately 60% of German sports fans.

Background

The NHL has been pursuing an international growth strategy, with Germany identified as a priority market due to its large population, developed economy, and strong sports culture. The league’s board of governors recently approved a plan prioritizing Germany for expansion. This partnership follows earlier international efforts, such as the 2010-11 regular-season games in Prague and the 2018 preseason games in China for the Boston Bruins. The collaboration with FC Bayern Munich, a club with 45.2 million Instagram followers and 14 of the last 15 domestic titles, aims to leverage its massive fanbase and brand credibility to introduce hockey to new audiences.

How outlets are covering it

The Athletic highlights the unique nature of the partnership, noting it is the first of its kind between a professional sports league and a club from another sport on another continent. It emphasizes the six-month negotiation process and the potential for an outdoor NHL game at the 75,000-seat Allianz Arena. NHL.com focuses on the strategic and business aspects, quoting Keith Wachtel and Rouven Kasper on the synergies between the two organizations and the long-term value of the collaboration. Boston.com provides a team-specific perspective, detailing the Boston Bruins’ involvement in the 2027-28 Munich games and highlighting the German connections of coach Marco Sturm and players JJ Peterka and Lukas Reichel. All sources agree on the significance of the partnership but differ in emphasis: The Athletic on innovation and potential, NHL.com on strategic alignment, and Boston.com on team-specific implications.

Why it matters

This partnership marks a significant step in the NHL’s international expansion strategy, particularly in Germany, a market with high potential for growth. By collaborating with FC Bayern Munich, one of the world’s most recognizable sports brands, the NHL aims to introduce hockey to a broader audience and deepen engagement with existing fans. The initiative could set a precedent for cross-sport collaborations and enhance the NHL’s global presence, potentially leading to increased viewership, merchandise sales, and fan engagement in Europe.

What to watch

The next major event is the 2026 NHL Global Series Germany in Düsseldorf on December 18 and 20, 2026, featuring the Ottawa Senators and Chicago Blackhawks. Following this, the 2027-28 season will see regular-season games in Munich and Cologne. The NHL and FC Bayern Munich are expected to roll out various fan engagement initiatives, including digital campaigns, co-branded content, and community events. There is also potential for an outdoor NHL game at the Allianz Arena in the future, as suggested by NHL Deputy Commissioner Bill Daly.