The Atlanta Falcons vs. Indianapolis Colts game in Berlin, Germany, on November 9, 2025, presented a unique opportunity to engage international fans and fans traveling from the United States. The Atlanta Falcons created the Falcons Haus presented by Airbnb to bring the Atlanta Falcons brand and culture to Berlin outside of gameday. The activation achieved the following objectives:
1) drive strong attendance and digital reach across both German-based fans and fans travelling from the United States, educating them about the Atlanta Falcons and the city of Atlanta and
2) demonstrate the value of fully integrated experiential sponsorships for existing Falcons partners and potential new sponsorships.
Using the game in Berlin as a vehicle, the Falcons were able to activate at the Fotografiska Berlin on Saturday, November 8, 2025, with an eight-hour public event, followed by a three-hour private party.
The plan had three primary stakeholders: German-based and U.S.-based Falcons fans, the city of Berlin and the surrounding community, and travel lodging partner, Airbnb. We implemented a multi-platform approach to create a unique experience blending the Atlanta Falcons and the city of Berlin.
Falcons haus presented by airbnb promotional strategy
The Falcons Haus presented by Airbnb utilized an omni-channel marketing strategy to create buzz around the activation, utilizing owned and operated channels, social, paid and out-of-home promotional channels.
Social promotion on Atlanta Falcons' main channels and German channels reminded fans leading into the event.
Day of activation
Falcons Haus presented by Airbnb at Fotografiska Berlin
The Falcons Haus presented by Airbnb was held at Fotografiska Berlin, a contemporary photography museum in the heart of the city. Fans attending the event were escorted through a tunnel experience before making their way up to a ballroom filled with Atlanta Falcons memorabilia, retail, activities and history. Attendees (3,000+) made their way through a tunnel that mirrored the feeling of entering the field at Mercedes-Benz Stadium before making their way up to the ballroom. The museum, adorned with prevalent Berlin-style graffiti, featured Falcons branding that incorporated the look and feel of the event into the city's alternative style. This created a photo moment for fans and creators alike as they entered the space.
Upon entry to the ballroom, fans were greeted with a bustling environment and a mix of Atlanta beats and Berlin hits.
Fans had the opportunity to meet and take photos with Falcons Legends Todd McClure and Jessie Tuggle.
Exhibit walls were designed by the Falcons creative team that introduced fans to the franchise and the city in both English and German, educating them on our beloved traditions.
The space featured an Atlanta Falcons retail pop-up, which included the limited-edition Sundays Deutschland hoodie as well as gear commemorating the game and other Falcons memorabilia. These items were only available to purchase during the week of the Berlin game and quickly sold out.
As a thank you to the longstanding Atlanta Falcons Germany fan club, the Falcons hosted an exclusive panel and lunch featuring Atlanta Falcons Legends Jessie Tuggle and Todd McClure, Falcons President and CEO Greg Beadles and Falcons CMO Shannon Joyner.
Attending fans also enjoyed appearances from Atlanta Falcons Cheerleaders Lauren and Madison, Falcons mascot Freddie Falcon, and Fritz Falcon, the German-based "cousin" of Freddie.
All event signage, giveaways and promotion featured partner Airbnb, providing them with marquee visibility to all attendees.
falcons haus presented by airbnb vip party
After the Falcons Haus closed to the public, the party continued with a VIP party featuring over 400 city delegates, creators, staff members, Berlin tastemakers and partners. The party, designed to be a celebration of the Falcons playing in Berlin, featured Atlanta native DJ Envy playing classic Atlanta hits. Partygoers also enjoyed cocktails and were able to network and learn more about the franchise and city.
Upon exit, those who attended the event received a hoodie from the limited "Sundays Deutschland" collection to commemorate their experience and help cheer the team on the next day.
results
The Falcons Haus presented by Airbnb welcomed over 3,000 attendees during the public event and 400 at the private party, making it the largest Falcons international activation ever. Omni-channel promotion of the event amassed over 3.7 million impressions digitally.
- The Atlanta Falcons main social media channels accumulated over 855k impressions over 20 social posts.
- FalconsDeutsch German-language social channels amassed 1.4 million impressions in Falcons Haus content.
- Paid media running in Atlanta and around Germany brought in over 700k impressions.
- Atlanta Falcons owned and operated web and app channels promoted the event in English and German and shared a photo recap.
- Digital OOH (15 billboards) throughout the Berlin metro counted for over 712k impressions in foot traffic.
- The Falcons Haus activation was shared across many large German outlets, including DAZN and Merkur tz Media.
- The limited edition German-specific Atlanta Falcons merchandise sold out three times throughout the event, collecting over $40k in sales in the eight hours of the public event.
From the success of the Falcons Haus presented by Airbnb, Airbnb and the Falcons are exploring ways for collaboration for the Falcons' upcoming 2026 regular season game in Madrid.
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Atlanta Falcons