GREEN BAY – The Green Bay Packers will be noticed a lot more in Europe, even when they aren't playing games there.
The NFL announced Monday that the Packers were awarded marketing rights for Germany, Ireland and the United Kingdom.
"The opportunity to further develop our worldwide reach, which has grown as we've played internationally in two of the last three seasons, is very exciting for our organization," said Ed Policy, Packers chief operating officer who will become team president and CEO in July. "We look forward to investing in our international growth and building long-term relationships with fans, businesses and organizations in each international market."
The Packers said they will formally launch specialized international marketing efforts later this year, including events and programming, targeted digital initiatives, specially curated content and other fan-engagement opportunities. Monday’s announcement provides the Packers the opportunity to broaden corporate partnerships globally and sell sponsorship rights in designated markets.
Launched in 2022, the Global Markets Program awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events, commercial opportunities and NFL Flag Football development, according to the NFL's website.
The Packers took a wait-and-see approach during the initial years of the program. Altogether, 29 teams now participate. In addition to the Packers, three other teams were awarded market rights Monday, including the Baltimore Ravens in the United Kingdom, the Los Angeles Chargers in Greece and the Washington Commanders in the United Arab Emirates.
Market rights are not exclusive. For example, 11 teams have rights in Germany, five in Ireland and eight in the United Kingdom. Nine teams already participating added territories on Monday.
Clubs are awarded rights for at least a five-year term.
While the Packers waited on joining the Global Markets Program, they have been involved in the Global Sports Mentoring Program, a public-private partnership between the U.S. Department of State and espnW that provides international women in sport with mentorship opportunities from American sports industry executives. Packers representatives have visited Morocco to support “We Can Morocco,” an organization that empowers girls and women to realize their potential through leadership courses and American football sessions, while also engaging with men to discuss the role they play in advancing gender equality.
