Steelers Awarded Marketing Rights in Germany

The Pittsburgh Steelers have been awarded marketing rights through the NFL’s Global Markets Program for Germany, giving the team its fourth market. In addition to Germany, the team has a license through the program to promote in the Republic of Ireland, Northern Ireland, and Mexico.

In response to the news, Steelers team president Art Rooney II released a statement thanking the NFL for the opportunity to expand into a new market.

“We are thankful for the opportunity to further engage our fans in Germany through the NFL’s ‘Global Markets Program,'” Rooney said. “We look forward to building an even stronger relationship by connecting directly with fans through efforts, which will include more focus on events, social engagement, and eventually, potential opportunities for games. The ‘Global Markets Program’ has allowed us to reach fans where they’re at in ways that celebrate their unique relationship with our team. Extending these opportunities to our dedicated fans in Germany is something we are very excited about.”

The Steelers have long declared their intentions to play a game in Ireland, and it seems likely that they will play a game in Mexico soon. In the past, Steelers players, including Najee Harris, have engaged in international markets. For the Steelers, safety Miles Killebrew can speak German, which will help their promotional efforts.

The Global Markets Program allows teams to engage international markets to expand the brand of the teams and the NFL as a whole. This program is in its third year and has 25 teams across 19 global markets.

The NFL is already playing a game in Germany, which would put Pittsburgh in contention for a future game in the market. In 2025, the Steelers will have nine home games and will be able to fulfill their once-in-eight-year hosting requirement for an international game. It seems likely that will be in Mexico.