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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.
More: Here's how Packers are helping woman who wants to bring American football to Morocco, rest of Africa
More: Green Bay Packers' new chief lawyer has more than decade of experience in NFL office
The Packers have played two regular-season international games – against the New York Giants in London in 2022 and against the Philadelphia Eagles in São Paulo, Brazil, in 2024.
The NFL announced seven international games for the 2025 season, including five in the Packers' new markets. Only host teams were announced. Two of them, the Pittsburgh Steelers, who will play in Dublin, and the Cleveland Browns, who will play in London, are on the Packers' road schedule. Final pairings are expected to be announced in May.
Packers President and CEO Mark Murphy expressed an interest in playing in Germany, although if they do, it won't be this year or under his watch. Murphy is scheduled to retire in July.
NFL 2025 International Games information:
NFL 2026 International Games
Contact Richard Ryman at [email protected]. Follow him on Twitter at @RichRymanPG, on Instagram at @rrymanPG or on Facebook at www.facebook.com/RichardRymanPG
This article originally appeared on Green Bay Press-Gazette: Packers assigned NFL market rights for Germany, Ireland and U.K.
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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.
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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.
More: Here's how Packers are helping woman who wants to bring American football to Morocco, rest of Africa
More: Green Bay Packers' new chief lawyer has more than decade of experience in NFL office
The Packers have played two regular-season international games – against the New York Giants in London in 2022 and against the Philadelphia Eagles in São Paulo, Brazil, in 2024.
The NFL announced seven international games for the 2025 season, including five in the Packers' new markets. Only host teams were announced. Two of them, the Pittsburgh Steelers, who will play in Dublin, and the Cleveland Browns, who will play in London, are on the Packers' road schedule. Final pairings are expected to be announced in May.
Packers President and CEO Mark Murphy expressed an interest in playing in Germany, although if they do, it won't be this year or under his watch. Murphy is scheduled to retire in July.
NFL 2025 International Games information:
- NFL 2025 Dublin game, visit: nfl.com/dublin
- NFL 2025 Berlin game, visit: nfl.com/berlin
- NFL 2025 Madrid game, visit: nfl.com/madrid
- NFL 2025 London games, visit: nfl.com/london
- NFL 2025 Sao Paulo game, visit: nfl.com/saopaulo
NFL 2026 International Games
- NFL 2026 Melbourne game, visit: nfl.com/Melbourne
Contact Richard Ryman at [email protected]. Follow him on Twitter at @RichRymanPG, on Instagram at @rrymanPG or on Facebook at www.facebook.com/RichardRymanPG
This article originally appeared on Green Bay Press-Gazette: Packers assigned NFL market rights for Germany, Ireland and U.K.
Continue reading...
