Published on July 7th, 2022

Location: Germany

Kansas City Chiefs Join With SPORTFIVE To Help Grow Their Presence In Germany

Two-time Super Bowl winner selects global sports marketing agency to assist on international strategy, asset development, and commercial sales in German market.

Global sports marketing agency SPORTFIVE and the Kansas City Chiefs have agreed on a comprehensive partnership to help the two-time Super Bowl champions grow their fan base and business opportunities in Germany.

As part of the partnership, SPORTFIVE and the Chiefs will collaborate in the German market on international strategy as well as building and selling strategic business relationships. Through the partnership, the Kansas City Chiefs will benefit from a multifunctional team of marketing, media, brand consulting and sponsorship sales experts based in SPORTFIVE’s regional hubs in Hamburg, Frankfurt, and Munich, complemented by resources and expertise in the U.S.

“Aligning with SPORTFIVE and its team of professionals will help us reach and exceed those goals and will offer us the chance to learn more about the opportunities in front of us along the way.”


Kim Hobbs, Kansas City Chiefs Vice President of Partnerships and Premium Sales

The National Football League is on the rise in Germany, where the league currently has more than 19 million fans, according to the NFL International Fan Tracker. The league is especially popular among young people, as it is already the second most popular sport on television among the German audience between 14 and 49. In addition, the NFL will play the first regular-season NFL game ever played in Germany in 2022, the first of at least one game per season for the next four years.

“We have discussed that a thoughtful, long-term commitment will be required for us to reach our goals in Germany and beyond,” Chiefs Vice President of Partnerships and Premium Sales Kim Hobbs said. “Aligning with SPORTFIVE and its team of professionals will help us reach and exceed those goals and will offer us the chance to learn more about the opportunities in front of us along the way.”

"The Kansas City Chiefs are one of the most exciting teams in sports with a long-term vision of becoming a globally leading sports team."


Christian Koller, Head of Rightsholder Internationalization at SPORTFIVE

“We’re proud to have been selected by the Kansas City Chiefs to help grow their fan base and business opportunities in Germany,” said Neil Glat, Co-President, Americas at SPORTFIVE. “The Chiefs are an iconic franchise with one of the most exciting rosters in the sport, and this partnership is a great opportunity for us to utilize our expertise to help the Chiefs grow their tremendous brand and business globally.”

“The Kansas City Chiefs are one of the most exciting teams in sports with a long-term vision of becoming a globally leading sports team,” said Christian Koller, Head of Rightsholder Internationalization at SPORTFIVE. “We are excited to be working closely with them to make this vision a reality within the next years.”

The partnership with SPORTFIVE follows the Kansas City Chiefs being granted marketing and commercial rights to the German market as part of the NFL’s International Home Market Area (IHMA) program. The IHMA program grants NFL teams access to specific international territories for marketing, fan engagement and commercialization as part of an important, long-term strategic effort to enable clubs to build their global brands while driving NFL fan growth internationally. The league has said it will use its best efforts to ensure clubs play international games in their International HMAs, where possible.

SPORTFIVE has more than 30 years in global sports marketing experience and has a proven track record of successfully managing and executing international development initiatives for some of the world’s most renowned sports rights-holders including Atlético de Madrid, Borussia Dortmund, Los Angeles Lakers, and New York Jets. The agency has an extensive presence in Germany with its global headquarters in Hamburg, more than 22 local offices, and more than 18 comprehensive marketing and sales agreements with leading German sports rights-holders in the Bundesliga, amongst others. SPORTFIVE advises various high-profile brands in sports marketing and develops valuable partnerships through its robust local sales network

  • About SPORTFIVE

    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

  • About the KANSAS CITY CHIEFS

    Founded as the Dallas Texans in 1960 as a charter member of the American Football League (AFL) by sports pioneer Lamar Hunt, the franchise moved to Kansas City in 1963 and became known as the Kansas City Chiefs. The team currently competes in the West Division of the American Football Conference (AFC) in the National Football League (NFL). Under the guidance of the Hunt Family and the leadership of Chairman and CEO Clark Hunt, the mission of the Kansas City Chiefs is to Win with Character, Unite our Community, Inspire our Fans and Honor Tradition. For information about the Kansas City Chiefs, visit chiefs.com.

Press contacts

Other press releases

Hummel is VAFC's new equipment supplier! An agreement powered by SPORTFIVE

June 12th, 2024

SPORTFIVE brings more German Football into the U.S. via agreement with ESPN

June 11th, 2024

MBH Bank to support the Fradi Experience at the Groupama Arena

June 6th, 2024

SPORTFIVE Recognised as 'Most Attractive Sports Marketing Agency' for Second Year Straight

June 5th, 2024

SPORTFIVE and Project MJK join forces to explore global market opportunities for Jürgen Klopp

June 4th, 2024

Allianz France To Support Amateur Soccer Clubs

June 3rd, 2024

Subscribe to Media database

Visit our magazine

loading spinner