In 2023, the Atlanta Falcons were granted marketing rights in Germany, allowing the team to grow their global fan base through activation, sponsorship, community events and digital marketing. However, November 9, 2025 marked the first time that the Falcons would play in Germany, as the away team against the Indianapolis Colts in Berlin. Capitalizing on this platform, the Atlanta Falcons created a multi-month campaign centering around the relationship between the Atlanta Falcons, the city of Berlin and the country of Germany as a whole.
Central to the campaign were three main objectives: 1. Continue to foster our relationship with current Falcons fans in Germany 2. Introduce prospective fans to the Atlanta Falcons, the city of Atlanta, and what it means to be a fan of the Dirty Birds 3. Position the Atlanta Falcons as a premier international brand, with a focus on Germany
Starting with a remote draft pick (April 2025), the Falcons capitalized on league tentpoles like schedule release (May 2025), player moments like hosting Falcons RB Bijan Robinson in Germany (May 2025) and Berlin game week (November 2025) to drive long-term fandom and relationships with German media, influencers and tastemakers.
"Falcons in Berlin" required experiential elements, digital storytelling, strong relationships with media, influencer partnerships and brand sponsorships, as well as collaboration with the NFL and local Berlin businesses. We thoughtfully designed each touchpoint to include elements of Germany and Atlanta culture, providing a common point of community for both Germany-based and U.S.-based fans.
Kontra k announced falcons' remote draft pick (berlin, APRIL 2025)
At the 2025 NFL Draft, German rapper and Berlin-native Kontra K made the Falcons' 118th overall pick. The rapper, who had previously visited Mercedes-Benz Stadium in Atlanta, stood on a balcony in front of Berlin's historic Brandenburg Gate, adorned in the Falcons' "Sundays Atlanta, GA" collection.
Falcons in berlin announcement (MAY 2025)
As one of the content pieces, Kontra K shared his excitement for the game as he stood in front of Berlin's most recognizable landmarks.
Bijan robinson visits Germany (may 2025)
Following the announcement of the upcoming game in Berlin, Atlanta Falcons superstar running back, Bijan Robinson, made the trip to Germany to greet fans, meet with media and join the broadcast for the Champion's League final game in Munich.
FAN EVENT
To kick off the trip, the Falcons held a fan event, inviting Falcons fans (200+) in and around Berlin to get up close and personal with the star.
Then, the core members of the Atlanta Falcons German fan club were able to get photos and meet with Robinson, strengthening their fandom in the process.
The event also served as a media showcase to show the bond between the Falcons and the city, with Robinson holding media interviews and doing a Good Morning Football live segment.
MEDIA
During his time in Berlin, Robinson met with NFL football outlet Football Bromance, created content around Berlin, seeing landmarks and connecting the Falcons and Germany
In an effort to bridge sports and put the Atlanta Falcons on the global stage, Robinson appeared on the 2025 UEFA Champions League Final broadcast.
The event, which happened to be held in Munich that year, put the Atlanta Falcons in conversation with some of the biggest names in sport, including former Brazilian soccer player, Kaká.
berlin game week (may 2025)
COMMUNITY IMPACT
In partnership with the United Service Organization (USO), the Atlanta Falcons visited the Ramstein Air Base in Germany. There, fans (250+) were able to meet with Falcons Legends Todd McClure and Jessie Tuggle, mascots Freddie Falcon and Fritz Falcon, and Atlanta Falcons Cheerleaders Madison and Lauren.
Next, the Falcons visited the Landstuhl Regional Medical Center, chatting with doctors, nurses and patients. They toured the facilities and were able to learn more about how about the heroes abroad.
Finally, the group made its way to one of the base's largest USO centers, getting the opportunity to meet with armed service men and women.
FAN ACTIVATIONS
The Falcons created a new app and web experience for fans attending Falcons events in Berlin. The experiences were in English and German, making it easy for fans to navigate throughout the weekend.
The Falcons Haus presented by Airbnb blended Atlanta with Berlin, creating an eight-hour fan activation where over 3,000 fans were welcomed into contemporary art museum Fotografiska Berlin to be immersed in a Falcons exhibition.
At the event, fans could meet Falcons Legends, Todd McClure and Jessie Tuggle, Atlanta Falcons Cheerleaders, and get photos with Falcons mascots, Fritz Falcon (Germany-based mascot) and Freddie Falcon (U.S.-based mascot).
Additionally, the activation featured photo opportunities and interactive elements for fans to enjoy while listening to music from Atlanta and Berlin.
The event was in partnership with global lodging company Airbnb, who received exposure through digital and in-market promotion, digital coverage, on-site signage and more. This activation strengthened our partnership and providing a strong example for future international sponsored activations.
The Falcons sold exclusive German-specific retail items at the Falcons Haus, including a "Sundays Deutschland" hoodie, which played off of the existing "Sundays Atlanta, GA" retail collection. There was also limited addition Berlin game merchandise for sale, created in partnership with Mitchell & Ness.
The night finished with a three-hour private VIP party where sponsors, potential partners, community changemakers, Berlin tastemakers, German influencers and media partners (400+ attendees) were invited to mingle and enjoy food, drinks and Atlanta's own DJ Envy.
The "Falcons in Berlin" campaign created a lasting impact, proving the strength in the relationship between the Atlanta Falcons, the city of Berlin and the entire country of Germany.
Social posts during the Berlin-game weekend amassed over 3.4 million impressions on the Falcons main social channels and FalconsDeutsch German-language channels.
The Falcons Haus was the largest-ever Falcons international activation, welcoming over 3,400 guests through its doors.
Throughout the campaign, the Falcons were able to collaborate with over 20 German creators and influencers, seeing an incredible social reach across platforms.
Falcons activations in Berlin were shared across some of the largest sports outlets in Germany, including DAZN and Football Bromance, as well as outlets in the United States.
With the "Falcons in Berlin" campaign now completed and the first-ever NFL regular season game in Germany in the books, the Falcons will look to continue their work in Germany on this newly-established, strong foundation of international fandom.
RISE UP
Credits:
Atlanta Falcons