The NHL is continuing to prioritize Germany as a key international market by forging a partnership with the country’s most popular soccer team, FC Bayern Munich, and scheduling Global Series games in Munich and Cologne in 2027. The moves are part of a plan backed by ownership to invest for a minimum of 10 years in Germany, whose population of 84 million and representation among NHL players makes it an attractive growth nation for the league.
The NHL and Bayern introduced their partnership earlier Thursday in Munich, with German NHL players Leon Draisaitl and JJ Peterka on hand alongside Bayern’s Canadian defender Alphonso Davies.
The NHL and NHLPA also announced plans to hold four additional regular-season games in Germany during the 2027-28 season, bringing the league’s all-time total in the country to seven. The Bruins will play two games in Peterka’s home city of Munich at SAP Garden, while the Oilers will play two games in Draisaitl’s native city of Cologne at Lanxess Arena. The Senators and Blackhawks are already scheduled to play a pair of games this December at PSD Bank Dome in Dusseldorf.
NHL Business President Keith Wachtel said the league’s relationship with Bayern Munich is a multiyear commitment that involves the NHL making a financial investment in exchange for a variety of resources aimed at growing the league’s visibility across Germany.
“We are investing in a multiyear deal with Bayern Munich as if the NHL was a sponsor of Bayern Munich,” Wachtel said. “It’s obviously a little unique — it’s not a traditional category. We will have rights to use their IP, their production resources, their database, develop content together, social media — you name it. We have the opportunity and the ability to leverage what is one of the largest fan bases and most recognizable sports brands in the world.”
The partners will collaborate on digital and social media campaigns, co-branded content and merchandise opportunities, street hockey events in Munich, watch parties, matchday activations at Bayern home matches, youth programming, hospitality experiences and business networking events. Wachtel said the NHL is also in conversations with other Bundesliga teams and the league itself about similar partnerships.
The NHL and Bayern have also discussed an ambitious long-term possibility for the partnership, with Wachtel saying he and Bayern Munich CMO Rouven Kasper have talked about eventually holding an outdoor game at Allianz Arena.
“Certainly, I’m not going to tell you that we have a commitment to it, but one of the most important things for Rouven — and he will tell you — is his vision to play an outdoor hockey game at Allianz Arena at some point in our relationship,” Wachtel said. “Obviously, there’s a lot we have to do to build and grow a fan base there in order for us to do that, but what a great goal for the future.”