Go Pack Go – Internationally: Packers Gain Marketing Rights in Germany, Ireland & UK

GREEN BAY, WI- (WISS) – The Green Bay Packers are going international, not just for a game. The NFL announced Monday that the NFL Global Markets Program awarded the Packers marketing rights to Germany, Ireland, and the United Kingdom.

“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,” said Packers COO and general counsel Ed Policy. “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. We look forward to investing in our international growth and building long-term relationships with fans, businesses and organizations in each international market.”

Twenty-nine clubs have activated through the NFL’s Global Markets Program. The Packers are one of 11 teams in Germany, five teams in Ireland, and nine teams in the UK. 

The Packers selected Germany, Ireland, and the UK due to their existing fan base, cultural fit, and opportunity for further expansion and growth. The organization may bid on other countries as opportunities continue to grow.  

International Marketing Rights

The Packers 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. The team will pursue activities across their international markets to connect new audiences with Wisconsin’s unique charm and Midwestern character, inspiring affinity for northeast Wisconsin and the entire state. 

For more information before the formal launch of the team’s international efforts later this year, please visit packers.com/international.

The Packers’ recent international efforts have included playing two regular-season games internationally: one in London (2022) and one in Brazil (2024). Preseason games were played internationally 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. Clubs are awarded rights for at least a five-year term through the program, and during this period, they can pursue activities in that international market that are consistent with what they can do in their home market.