FC Bayern is breaking new ground in its international marketing efforts. The German record champion has agreed to a multi-year partnership with the National Hockey League (NHL). The goal is to forge stronger ties between soccer and hockey in the future.
The collaboration focuses primarily on the international growth plans of both partners. While the NHL aims to further expand its presence in Germany, FC Bayern seeks to strengthen its reach, particularly in North America.
The partnership is intended to create a platform for cross-sport projects. Plans include joint digital content, social media campaigns, and merchandising initiatives.
Various activities are also planned for fans. These include street hockey events in Munich, watch parties, activities surrounding home games at the Allianz Arena, as well as joint youth programs and hospitality offerings.
Rouven Kasper, FC Bayern’s Executive Director of Marketing and Sales, sees great potential in the partnership: “FC Bayern is known for constantly breaking new, innovative ground—and we’re very much looking forward to this special partnership with the NHL,” Kasper explained.
“By working together with one of the most storied leagues in world sports to develop ideas, the connection between our respective regions will create unique synergies on a wide variety of levels—in sports and beyond. We are creating a platform here that promises lasting value for both partners and sets a new standard for what cross-sport collaborations can achieve,” added the 44-year-old.
Draisaitl and Peterka in attendance at the announcement
In keeping with the new collaboration, the partnership was unveiled at Säbener Straße. In addition to Kasper and NHL Deputy Commissioner Bill Daly, Bayern star Alphonso Davies and German NHL stars Leon Draisaitl and JJ Peterka were also in attendance.
For the NHL, Germany is an important international growth market. This is precisely where FC Bayern, with its enormous reach, will help spark enthusiasm for ice hockey among new audiences.
“Germany is one of the NHL’s most important international growth markets, and FC Bayern is one of the world’s best-known and most respected sports brands. By combining the NHL’s passion for hockey with FC Bayern’s extraordinary reach and connection to its fans, we have a tremendous strategic opportunity to get more people excited about our sport, deepen our bond with existing fans, and create unique experiences,” said NHL Executive Keith Wachtel.
NHL Brings More Games to Germany
The partnership also comes at an interesting time. The NHL will continue to expand its presence in Germany in the coming years.
As early as December 2026, two regular-season games between the Ottawa Senators and the Chicago Blackhawks will take place in Düsseldorf. In the 2027–28 season, Munich and Cologne are also set to host games as part of the NHL Global Series Germany. In Munich, the Boston Bruins will feature JJ Peterka, and in Cologne, the Edmonton Oilers will feature Leon Draisaitl.
For FC Bayern, this partnership is much more than just a typical sponsorship: The record-holding champion is linking its global brand with one of the world’s largest sports leagues—thereby opening up new opportunities for both sides.