Abstract

The National Football League has long been a symbol of American sports culture, but its expansion into international markets presents unique challenges. Germany, a country long engrained with soccer culture, has emerged as one of the most promising global markets. This study examines how the NFL has successfully imported a deeply American product (American Football) and grown a fan base in Germany. Through content analysis of both the US NFL and the German NFL Instagram accounts, this research categorizes content into rational or emotional message appeals. Additionally, the content analysis identified adaptation elements throughout posts to determine how much standardization occurred in their media strategy. The findings reveal that while the NFL maintains a consistent global approach, they use more humor, culturally relevant messaging, and engagement strategies. The NFL’s hybrid approach – balancing adaptation and standardization – demonstrates the league’s strategic efforts to resonate with German fans while not compromising its identity. This study emphasizes the critical role of social media in fostering engagement, particularly in the sports industry. The NFL’s expansion into Germany should serve as a model for their internationalization into different cultures and markets during this digital age.

Advisor

Abramo, Peter

Second Advisor

Johnson, Michelle

Department

Interdepartmental; Communication

Disciplines

Entrepreneurial and Small Business Operations | International Business | Sports Management

Keywords

NFL Deutschland, NFL Germany, Sports Globalization, Instagram, Cross-cultural Marketing, Adaptation vs. Standardization

Publication Date

2025

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2025 Ashlyn Tara Casey