FC Bayern Munich and NHL Launch Multi-Year Cross-Sport Partnership.

Roger Hampel

Image: FC Bayern

FC Bayern Munich and the National Hockey League (NHL) have launched a multi-year strategic partnership designed to support the NHL's expansion in Germany while strengthening Bayern's presence in North America.

The agreement creates an unusual cross-sport commercial platform connecting one of European football's largest clubs with North America's leading professional ice hockey league. Planned activity includes digital content, merchandise opportunities, youth programmes, player appearances, watch parties, street hockey events in Munich and matchday activations at the Allianz Arena.

The partnership arrives alongside a wider expansion of the NHL's presence in Germany, including regular-season games scheduled for Düsseldorf in 2026 and Munich and Cologne in 2027.

Germany and North America at the Centre of the Strategy Bayern

The NHL identifies Germany as one of its most important international growth markets and will leverage Bayern's reach to introduce ice hockey to new audiences in the country. Bayern, meanwhile, sees the NHL's North American network as another platform for developing its brand and supporter base across the United States and Canada.

NHL Expands German Schedule

The partnership coincides with the NHL increasing the number of regular-season games played in Germany. Düsseldorf will host the 2026 NHL Global Series Germany on 18 and 20 December 2026, with the Ottawa Senators facing the Chicago Blackhawks twice at the PSD Bank Dome.

The league has also announced four games in Germany for the following season.

As part of the 2027 NHL Global Series Germany, Munich will host two regular-season games involving the Boston Bruins, whose roster includes Munich-born German international JJ Peterka. Cologne will stage another two games involving the Edmonton Oilers and German star Leon Draisaitl, who was born in the city.

The schedule gives the Bayern partnership a direct connection with NHL activity on the ground in Germany, particularly once regular-season games arrive in Munich.

From Allianz Arena to Street Hockey

Bayern and the NHL plan to develop co-branded digital and social content, potential merchandise collaborations and cross-promotional campaigns. Physical activations will include street hockey events in Munich, watch parties, hospitality programmes, business networking events and youth initiatives.

The NHL will also have opportunities to activate around Bayern matchdays at the Allianz Arena. Player appearances are another part of the programme, allowing both organisations to use recognisable athletes to introduce supporters to the other sport.

Davies, Draisaitl and Peterka Front the Launch

The partnership was unveiled at Bayern's Säbener Straße training complex with three athletes whose backgrounds provide a natural connection between football and ice hockey.

Bayern defender Alphonso Davies spent much of his childhood in Edmonton, home of Draisaitl's Oilers, and grew up around Canadian hockey culture. Draisaitl is one of Germany's most prominent athletes internationally, while Peterka was born in Munich and has described himself as a lifelong Bayern supporter.

Their involvement gives the partnership recognisable figures capable of connecting the two fan bases without relying solely on institutional branding.

Image: FC Bayern

Executive Comments

Rouven Kasper, FC Bayern Board Member for Marketing and Sales, said:

“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.”

Keith Wachtel, President of NHL Business, said:

“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.”