Why the NHL is partnering with German soccer giant FC Bayern Munich

Key Points:

• The NHL and FC Bayern Munich have announced a multiyear partnership aimed at growing hockey’s popularity in Germany, including four additional regular-season NHL games to be played in Germany between 2026 and 2028.
• The games will feature the Boston Bruins in Munich during the 2027-28 season and the Edmonton Oilers in Cologne, following two games scheduled in Düsseldorf in December 2026.
• This unprecedented collaboration between a major North American sports league and a leading European soccer club focuses on co-branding, content, merchandise, and fan engagement, leveraging Bayern’s massive global following of 1.1 billion.
• NHL deputy commissioner Bill Daly highlighted Germany as a key growth market due to its large population, strong economy, and sports culture, with plans to possibly host an outdoor NHL game at Bayern’s Allianz Arena.
• Both organizations view the partnership as a unique opportunity to share expertise, expand their fan bases internationally, and innovate in sports marketing, marking a new chapter in cross-sport collaboration.