NFL x totally – Oktoberfest & Munich Game 2024
Brand Strategy
From Oktoberfest to the Stadium – Bringing the NFL Experience to Germany
The NFL has long been more than just a sport – it’s a global cultural movement. With the 2024 NFL Germany Games, we brought the American football spirit to the German community, turning two iconic events into unforgettable experiences: the NFL Oktoberfest and the Munich Game on November 10th.
Culture Crossover – Oktoberfest X NFL
The world’s largest folk festival meets American football: For the second year in a row, we celebrated Oktoberfest in Munich with NFL Germany, merging the best of both worlds.
In the legendary Paulaner Festzelt, renowned figures from sports, entertainment, and social media came together to blend Bavarian tradition with American football culture. From custom-branded beer mugs, tablecloths, and gingerbread hearts to traditional Loferl, the NFL was omnipresent at Oktoberfest.
Our goal: To establish American football as an integral part of German pop culture. The result? An authentic experience that resonated both live and digitally, deeply embedding itself into the community.
Creators on-site
51
Content Pieces
513
Views
41 million
Munich Game – Football as a Lifestyle Experience
A few weeks later, the next highlight followed: Germany’s only NFL game of the year, featuring the New York Giants and Carolina Panthers. But for us, the game was just part of the experience – our focus was on a 360° creator marketing approach, integrating sports, lifestyle, and community.
With custom touchpoints, we provided creators with an extraordinary weekend:
- Creator training camp with ex-NFL coaches & players 🏈
- Pre-game drinks & networking with the NFL community
- Get Ready Brunch with L’Oréal Men Expert – the perfect warm-up
- VIP on-field experience for a close-up football moment
Whether it was merchandise as a cultural statement, exclusive behind-the-scenes access, or the fusion of sports, fashion, and music (shoutout to Machine Gun Kelly!), our concept created a genuine cultural touchpoint for the next generation of football fans.
From Oktoberfest to the stadium – totally brings the NFL exactly where it resonates the most. 🚀🏈