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The NFL continues to accelerate its efforts in Germany – and the latest news makes it clear: American football is finally set to become mainstream in this country. The National Football League (NFL) and the BILD group have announced a strategic partnership centered around BILD and SPORT BILD, with a clear goal: "to further expand enthusiasm and interest in the NFL in Germany and to make it even more tangible for fans and stakeholders."
What was presented in Düsseldorf thus fits perfectly with what we live and breathe in the Amfoo universe: NFL all year round, stories on and off the field – and of course, the right fan gear for the 12th Man.
What the NFL and BILD have agreed upon:
NFL AND BILD GROUP AGREE ON STRATEGIC PARTNERSHIP
BILD and SPORT BILD receive video licensed content for the BILD-NFL show "Playbook"
The National Football League (NFL) and the BILD Group today announced a new strategic partnership for BILD and SPORT BILD, with the common goal of further expanding enthusiasm and interest in the NFL in Germany and making it even more tangible for fans and stakeholders. The cooperation was affirmed by NFL Commissioner Roger Goodell, Managing Director, Head of NFL International Gerrit Meier, NFL Germany General Manager Alexander Steinforth with Axel Springer CEO Mathias Döpfner and Claudius Senst, COO and Member of the Executive Board of Axel Springer, during the Super Bowl LX in Santa Clara (California).
As part of the partnership, BILD and SPORT BILD will immediately expand their coverage of the NFL. In addition to special season highlights, such as the Super Bowl or the NFL Germany Games, a particular focus will be on a weekly BILD show "Playbook", which will cover and process the most interesting stories around the NFL and off the field. For this purpose, the BILD Group will receive extensive video licensed content from the NFL. Fans will thus receive a comprehensive overview of the most important events in the NFL at BILD and SPORT BILD during the season.
Another central component of the partnership are joint marketing activities and events that combine the reach of both partners and connect the worlds of NFL and BILD. The cooperation kicked off with the joint Touchdown Berlin Dinner in connection with the 2025 NFL Berlin Games.
Alexander Steinforth, NFL Germany General Manager: "With the BILD Group, we are gaining a strong partner to further advance the enthusiasm and fascination for the NFL in Germany and to set new impulses. Together, we want to bring the stories around the NFL even closer to the fans, inspire new target groups, and make football an all-year-round experience in Germany."
Carli Underberg, Deputy Editor-in-Chief Sport BILD Group and WELT & Editorial Partnerships: "American Football is becoming increasingly present and popular in Germany. In cooperation with the NFL, we can offer this sport an even larger stage with game highlights at BILD as well as in our NFL show 'Playbook'. We are very pleased about this joint touchdown with the NFL and great scenes of the best NFL teams at BILD and SPORT BILD."
What this means for fans:
For fans in Germany, this means: Even more NFL content, more moving images, more stories – from Super Bowl LX to the NFL Germany Games and everything in between. The new weekly show "Playbook" on BILD is set to tell the most exciting storylines from the league, including scenes of the biggest stars.
While BILD and SPORT BILD deliver "the most interesting stories around the NFL and off the field," we make sure your wardrobe and fan cave keep up with this rapid development.

