Green Bay Reporter

The Green Bay Packers have been granted marketing rights in Germany, Ireland, and the United Kingdom under the NFL Global Markets Program. The Packers will now establish a presence in these countries to engage with fans. Ed Policy, the Packers COO and general counsel, stated, "The Packers are pleased to officially establish a presence in Germany, Ireland, and the UK to engage with current and future Packers fans in those markets." He added that the opportunity to expand their worldwide reach, which has grown due to recent international games, is very exciting for the organization. Events, digital initiatives, and fan engagement activities are planned as part of their international marketing efforts.

The Packers are one of 29 NFL teams participating in the Global Markets Program, joining 10 others in Germany, four others in Ireland, and eight others in the UK. The organization chose these countries due to their existing fan base, cultural fit, and opportunities for growth. While this is their initial selection, the Packers may consider bidding on additional markets in the future.

In preparation for entering these international markets, the Packers have conducted research to participate effectively in the program. They plan to connect new audiences with Wisconsin's unique charm and Midwestern character. This initiative also opens the door for the Packers to broaden corporate partnerships and secure sponsorship rights in these markets. Additional details will be available later this year through the team's website.

The Packers have previously participated in international events, including regular-season games in London and Brazil and three preseason games in Toronto, Tokyo, and Winnipeg. The team has also been involved with the Global Sports Mentoring Program, a partnership with the U.S. Department of State and espnW, and has engaged in initiatives in Morocco to promote gender equality in sports.

The NFL's Global Markets Program, launched in 2022, aims to help clubs expand their brands globally and increase fan engagement outside the United States. The program awards marketing rights for five-year terms, allowing clubs to pursue activities in international markets similar to what they do domestically.