How FC Bayern and the NHL will create new emotions for fans

A hockey atmosphere at Säbener Straße: at a players’ talk with three athletes at the FC Bayern training ground, Bayern star Alphonso Davies and NHL players Leon Draisaitl and John-Jason Peterka deepened the new strategic partnership between the German double winners and the National Hockey League (NHL) by discussing their personal enthusiasm for ice hockey and football. Prior to that, Rouven Kasper, board member for marketing & sales at FC Bayern, explained the new collaboration: “The NHL is the best hockey league in the world. This is about a strategic and mutually beneficial partnership. It should support the NHL’s development in Germany, while further strengthening FC Bayern’s presence and reach in North America. By bringing together two strong sport brands from different regions, we can generate unique synergies in sport and create a platform that offers long-term value for both partners.”

Players’ talk with Davies, Draisaitl and Peterka

FC Bayern’s connection to the NHL is not new, but has existed for some time. For example, Draisaitl attended the German record champions’ 4-0 win at home to Union Berlin in March, where he met board member for sport Max Eberl as well as Harry Kane, Joshua Kimmich and Serge Gnabry. During the talk, it quickly became clear what this partnership means for the players. “It’s something quite special, I think we have a lot of potential in Germany,” said Draisaitl, who was born in Cologne and plays for the Edmonton Oilers. “The people here like ice hockey. The launch of the cooperation between the NHL and FC Bayern is a massive signal for Germany and the NHL.” For the German international, the prospect of playing regular-season NHL games in his home country is an emotional high point. “I really value that and am very proud of it. My family and friends are very excited about having a regular-season NHL game here.”

Munich-born Peterka, ice hockey player for the Boston Bruins, drew on the link to his passion for football – and for FC Bayern. “I grew up as a Bayern fan and watch all the matches,” said the winger. “The partnership is great – especially for me personally as well.” Canadian Davies revealed his very personal story with ice hockey: “For me it’s a great sport, which I grew up with. The fact that Leon plays for Edmonton [where Davies spent much of his childhood] is special for me. I always cheer him on when I watch the Oilers.”

During the discussion, it became clear just how closely football and ice hockey are linked – “even though you wear boots in one sport and skates in the other,” as Davies pointed out. “In our team in Edmonton, interest in football has grown tremendously; thanks in part to the World Cup in Canada, the US and Mexico, a lot of guys have jumped on the bandwagon,” Draisaitl reported. What connects the two sports? “FC Bayern is the absolute flagship when it comes to sport and football in general. That’s why this partnership makes the most sense. Ice hockey and football are both played at the highest level, there are mental and technical differences, but they also have a lot in common. The fans’ enthusiasm, for example – the NHL, the Bundesliga and FC Bayern are very similar in that regard, Davies added: “We athletes prepare the same way, both physically and mentally. But they’re a bit stronger than we are, given all the body checks they have to take.”

The partnership between FC Bayern and the NHL is intended to go far beyond individual campaigns. It’s designed to support the NHL’s growth in Germany while further strengthening FC Bayern’s presence and reach in North America, emphasised Kasper. “It’s not just about mutual promotion, but about creating shared experiences – real moments that fans of both sports can enjoy together.” From shared content and potential merchandise collaborations to player appearances and special fan experiences with NHL and FCB stars, as well as street hockey events in Munich, watch parties, youth programmes and matchday activations at the Allianz Arena: both partners aim to use their platforms and networks to inspire new fans to take an interest in the other sport – and to build a long-term connection between the fan communities.