FC Bayern and NHL launch multi-year partnership

FC Bayern and the National Hockey League (NHL) are launching a strategic, multi-year partnership aimed at supporting the development of the NHL in Germany as well as that of FC Bayern in North America, creating innovative opportunities for fan engagement, and connecting two of the most popular sports in the world and their passionate fan bases with each other. This unique collaboration with FC Bayern is part of the NHL’s long-term international growth strategy in Germany.

Rouven Kasper, FC Bayern board member for marketing and sales: “FC Bayern is renowned for constantly breaking the mould – and we are very excited about this special partnership with the NHL. By developing ideas together with one of the most tradition-steeped leagues in world sport, the connection of our respective regions will create unique synergies on a wide variety of levels, in sports and beyond. We are creating a platform that promises long-term value for both partners and sets a new benchmark in terms of what cross-sport collaborations can achieve.”

Keith Wachtel, President, NHL Business: “Germany is one of the most important international growth markets for the NHL, and FC Bayern is one of the most famous and respected sport brands in the world. Through the combination of the NHL’s passion for ice hockey with FC Bayern’s extraordinary reach and closeness to fans, we have a massive strategic opportunity to get more people interested in our sport, deepen the connection to existing fans and create one-of-a-kind experiences.”

The new partnership was unveiled at Säbener Straße with FCB player Alphonso Davies alongside German NHL stars Leon Draisaitl and JJ Peterka. It will involve establishing a platform for cross-sport collaboration, community engagement, youth outreach and content development. Through a series of initiatives, FC Bayern and the NHL will work to create unique experiences for fans of both organisations while also introducing the NHL to new audiences in Germany.

As part of the agreement, FC Bayern and the NHL will collaborate on a range of fan-focused initiatives, including digital and social media campaigns, co-branded content and merchandising opportunities, street hockey events in Munich, watch parties, matchday activations at the Allianz Arena, youth programmes, hospitality experiences, and business networking events. The partners will also collaborate on player appearances, experience-oriented activations, cross-promotional campaigns as well as other community engagement and storytelling initiatives designed to create unforgettable experiences for football and hockey fans alike.

Furthermore, the NHL has announced that it will bring more NHL regular-season games to Germany in the 2027/28 season with its 2027 NHL Global Series Germany. Munich will host two games involving the Boston Bruins and their Munich-born player Peterka, while Cologne will also stage two fixtures with the Edmonton Oilers and Cologne native Draisatl. In the upcoming NHL campaign, Düsseldorf will host the 2026 NHL Global Series Germany on 18 and 20 December 2026 at the PSD Bank Dome, featuring two games between the Ottawa Senators and Chicago Blackhawks. More information on the 2026 NHL Global Series Germany can be found at NHL.com/GlobalSeriesGermany.