Bundesliga champions Bayern Munich and the National Hockey League have teamed up for an exciting new multi-year initiative, aimed at both developing the NHL in Germany and Bayern in North America.
Fan engagement is at the heart of the partnership, which forms part of the NHL’s long-term international growth strategy in Germany.
Bayern board member for marketing and sales, Rouven Kasper, said: “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, 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.
“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.”
Watch: Bayern’s name further etched in history
Bayern’s name further etched in BL history 🏆
Bayern star Alphonso Davies, who played hockey as a youngster in Canada, attended a press conference on Thursday to announce the partnership alongside German NHL stars Leon Draisaitl and JJ Peterka.
Bayern and the NHL are to 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.
Watch: The best of Alphonso Davies
Watch: The best of Alphonso Davies
The NHL has announced it will hold regular-season games in 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 Draisaitl.
Düsseldorf will also 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