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Kansas City will be taking their show global this weekend as they face the Miami Dolphins at Deutsche Bank Park in Frankfurt, Germany.
It’s an opportunity for Andy Reid‘s team to pad their lead atop the AFC West while also putting behind a dismal showing last week in Denver.
Their 24-9 loss to the Broncos was the first time in 40 games that the Chiefs had suffered a defeat by more than five points.
Expanding the Chiefs brand
Not only is this weekend’s matchup important for KC in making a statement but there’s a big opportunity for the franchise to grow its massive name overseas.
You may not know it, but NFL fandom in Germany is actually in the millions with over 18 million casual fans according to the league and 3.6 million “avid” ones.
With those kinds of numbers, it’s no wonder the Chiefs pushed hard to get a game in Frankfurt as the league continues to grow its brand across the globe.
Dozens of Chiefs fans journeyed to Germany for the big game, and by all accounts, Frankfurt may be pro-Kansas City this weekend.
Nearly two years ago, the NFL granted the Chiefs’ marketing rights in Germany and Mexico, and the last time Kansas City played a regular season contest outside of the US, it was at Azteca Stadium in Mexico City in November 2019.
Chiefs CEO Clark Hunt says that expanding their market to Germany has been years in the making.
“The big difference is the fact that we have been in the market for a year and a half [doing] marketing. We have sponsors, we have done a number of activations [and] we’ll have ‘The ChampionShip’ available to fans throughout the week as a way to introduce them to what it means to be a Chiefs fan. It’s a much more comprehensive and broad approach than we had in 2015.”
Chiefs ties to Germany
The Chiefs have spent 1 million in preparation and fan events in Frankfurt this weekend, and Germany is a place that some of their staff members know well.
In his press conference earlier this week, Hunt talked about how he attended a World Cup game during the 1974 finals in what was then known as West Germany.
“That’s something that’s in the back of my mind,” he acknowledged. “I know when fans come to Kansas City in 2026, they are going to have the same kind of experience — and hopefully want to come back as a result.”
Children’s Mercy Park, home of MLS side Sporting Kansas City will host some World Cup game in 2026.
Meanwhile, the Chiefs’ Steve Spagnuolo has ties to Frankfurt, having served as defensive coordinator for the Frankfurt Galaxy during the 1998 season in the now defunct NFL Europe.
Kansas City already had the fastest-growing Instagram and Tik-Tok engagement in Germany among NFL teams, and that was before Taylor Swift became a Chiefs supporter.
Current Chiefs sponsorship agreements in Germany include fast food and pet food, and this weekend is an excellent opportunity to expand on the dynasty the team has created in the media.
To slow down an offense as potent as the Dolphins, the Chiefs need all the help they can get, and winning over German fans could be a massive boost in the short and long term.