Bringing NFL to Europe and South America
Commercial
The Brief
The NFL is driving global expansion through its international games programme. TSC was engaged to develop and manage the host city selection process in Germany, bringing NFL games to mainland Europe. Following this success, TSC continues to manage city selection processes across Europe and South America, supporting the league’s international growth strategy.
The Solution
TSC supported the NFL International team in host city procurement, delivering strategic and commercial outcomes for multi-year partnerships. We defined value propositions, developed delivery models, and created host engagement materials, including sales documents, a hosting agreement template, and hosting requirements.
Through a structured procurement process, we engaged public sector and venue stakeholders, securing Munich (2022, 2024), Frankfurt (2023), São Paulo (2024), and Madrid (2025) as NFL International Game hosts. These efforts maximized commercial and strategic results, aligning with the NFL’s global expansion goals. TSC continues to assist the NFL in selecting host cities for international games beyond 2025.
