Building the NFL Empire in Germany | Conversation with Dr. Alexander Steinforth

The Playbook With David Meltzer

David Meltzer, Entrepreneur.com

Business, Entrepreneurship, Careers

4.9 • 1.9K Ratings

🗓️ 31 August 2023

⏱️ 19 minutes

🔗️ Recording | iTunes | RSS

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Summary

On today's episode, I sit down with Dr. Alexander Steinforth, Managing Director of NFL Germany. We speak about the growth of the sport in Germany, and the role social media plays in the development of that popularity. We also talk about American Football’s history in Germany since the mid-90’s. Dr. Steinforth talks about the importance of local endorsements and sponsorships to engage the German audience in the sport. Lastly, we touch on the ability of American Football to unify fans all across the world, and now sell out stadiums in Germany. Key Moments: [4:02] The impact of video games and fantasy football on educating and engaging the German fan base. [7:23] The role of media strategy in Germany, focusing on network, social, and owned and operated channels. [10:19] How sponsorships and endorsements are managed in Germany, featuring a blend of global and domestic brands. [11:53] Efforts to adapt American football to German stadiums while incorporating local elements. [13:33] The incorporation of blockchain and AI technologies in NFL Germany to enhance fan experiences. [16:00] Differences in attitudes toward the secondary ticket market in Germany and the United States.

Transcript

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0:00.0	This is the playbook.
0:05.5	This day, Meltzer, with entrepreneurs, the playbook here at the greatest stadium ever created.
0:11.2	So by stadium in England, California.
0:13.3	And I'm blessed to have a friend from across the pond.
0:16.6	He's Dr. Alexander Steinforth, managing director of Germany for the NFL.
0:24.0	Welcome to the playbook, Alexander.
0:27.0	David, thank you very much for having me on your show.
0:30.0	And you really have a fantastic place to work for, I have to say.
0:35.3	Yeah, I wish I could play on the field, but those were dreams shattered years ago.
0:39.6	But I wanted to share a story with you that you may or may not know.
0:44.7	I played college football, and I was an average division three football player.
0:50.4	And in 1989, I was invited to play professional football in Germany,
0:58.0	to be a coach player.
1:00.4	And Germany was one of the first countries to bring the American
1:06.4	form of football to its country.
1:09.6	And I, if but for the fact, I had to make money.
1:13.2	And I would have been there in two seconds.
1:15.6	And I had many friends who have played over there.
1:18.8	And many friends who have done movies and TV shows as well.
1:23.0	And now it takes minutes to sell out a stadium for an NFL game.
1:29.2	It seems to be over these last, believe it or not, almost 40 years, a real phenomena.
1:37.1	And for you, can you talk us through that evolution from a football presence of having people
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