Packers gain international marketing rights in Germany, Ireland, UK via NFL program
GREEN BAY (WLUK) -- The Packers have played internationally twice in the past three seasons, but for the first time, the team will have official marketing rights overseas as part of the NFL's Global Markets Program.
The move does not mean the team will play more overseas but will be able to grow its fanbase through other methods in Germany, Ireland and the United Kingdom.
The NFL's Global Markets Program launched in 2022, but the Packers have been researching an increased international presence for about a decade.
“We've vacillated back and forth on when the right time was and we really feel like it's now,” said Joan Malcheski, the Packers Director of Brand Strategy & Marketing.
Malcheski says the team's recent games in London and Brazil helped show the time is right to become one of 29 teams in the program across 21 international markets.
“We see a large following based on everything from social media to the amount of independent fan clubs that fans overseas have already developed,” said Malcheski. “It also comes from the Pro Shop sales. We ship to a lot of these places, so we know the fandom exits.”
“It allows them to find business partners and frankly it's going to bring money into the team and money into the town,” said Kevin Quinn, Dean of St. Norbert College’s Schneider School for Business & Economics.
Quinn says the countries the Packers gained marketing rights to make sense in the NFL's efforts to grow the game globally.
“The German heritage here with Wisconsin is a natural fit,” said Quinn. “Also, the UK and Ireland, they're English speaking places that have seen this for some time.”
The partnerships with the countries last a minimum of five years, but could be extended. The Packers say it's also possible they add more countries.
“So we can keep the ones we've had, we could change countries, we could add new ones,” said Malcheski.
The Packers plan a more formal launch of their new marketing rights this summer.
The Packers previously played three international preseason games in Toronto (1997), Tokyo (1998) and Winnipeg (2019).
First launched in 2022, the Global Markets Program is part of the NFL’s long-term, strategic effort to enable clubs to build their brands globally while driving fan growth beyond the U.S. NFL clubs can apply for rights to international markets by submitting proposals to the International Committee for review each spring. Clubs are awarded rights for at least a five-year term through the program, and during this period can pursue activities in that international market that are consistent with what they can do in their home market.
