The biggest
play in
German sports.
Kansas City Chiefs × Taco Bell Germany. 20 million NFL fans. Munich 2026. Berlin 2027. One window to own it all.
Why now.
Why Germany.
Germany is the NFL's most important market outside the USA. The Chiefs hold exclusive commercial rights here. Taco Bell is rolling out across Germany in 2026. This is not a coincidence — it's a strategic window.
Munich Franchise Network
Christian Lehmann is building 15+ Taco Bell locations across Bavaria in 5 years. Munich is the NFL's German heartland — home of the Allianz Arena games.
Chiefs Own Germany
The Chiefs hold exclusive NFL Germany marketing rights since 2021 via the Global Markets Program. SPORTFIVE has been their in-market partner since 2022.
Urban Fast Food Audience Match
Taco Bell's young, urban, trend-aware audience is a 1:1 match with Germany's NFL fanbase: 54% between 16–34, well-educated, digitally native.
Rollout Timing Is Everything
Taco Bell Germany launches in Frankfurt, Stuttgart, and Cologne in 2026 — the same year as the Munich NFL game. Bavaria locations follow. The timing is a once-in-a-decade window.
American football is becoming increasingly popular among our young target audience in Germany, and the Chiefs are the ideal partner to bring unique highlights to our consumers.
— German Chiefs Brand PartnerFive ways to
own the moment.
From store-level Chiefs Sundays to Munich city takeovers — every activation is built for Germany's young, NFL-obsessed urban audience.
Chiefs Sunday — Full Store Takeover
Every NFL Sunday transforms into a Chiefs experience: full store branding (arrowhead decals, red/gold packaging, Chiefs crew tees), Game Day menus with limited-edition items, and in-store countdowns to kickoff.
- Full store branding kit
- Limited Game Day menu
- Chiefs crew uniforms
- Arrowhead window decals
Live NFL in Every Taco Bell
Transform Taco Bell Germany locations into official Chiefs Watch Party venues. Live game broadcast, limited Watch Party menu (Chiefs Crunch Box, Red Zone Nachos), exclusive giveaways every quarter, and post-game social wall.
- Live NFL broadcast
- Chiefs Crunch Box menu
- Quarterly giveaways
- Social media wall
Scan. Win. Go to Munich.
Every purchase unlocks a chance to win: scan receipt QR code or use the Taco Bell app to enter. Prizes: NFL Munich/Berlin tickets, Chiefs merch drops, money-can't-buy VIP experiences, and Arrowhead Stadium trips.
- NFL Munich 2026 tickets
- Berlin 2027 tickets
- Chiefs VIP Arrowhead trip
- Exclusive merch drops
Geo-Targeted. Creator-Led. Always On.
Branded content on German Chiefs social channels. Geo-targeted campaigns in Munich/Bayern. UGC food ritual series: creators film their Game Day Taco Bell order. Chiefs × Taco Bell creator program with 10+ German influencers.
- German Chiefs channel content
- Bayern geo-targeting
- Creator UGC program
- 10+ German influencers
Host City Takeover — Munich 2026 & Berlin 2027
Official Chiefs fan format integration at both Germany Games. Branded fan zone in Munich city center. Taco Bell pop-up at stadium perimeter (subject to NFL approval). Chiefs House partnership — Taco Bell as official food partner for fan activation hub.
- Munich city center fan zone
- Stadium perimeter pop-up
- Chiefs House food partner
- Official fan format integration
Two games.
Two cities. One campaign.
The NFL returns to Germany in 2026 (Munich) and 2027 (Berlin). The Chiefs have exclusive commercial rights for both markets. This is the activation window.
Munich · 2026
New England Patriots vs. Detroit Lions
Chiefs hold exclusive Bavaria/Munich commercial rights — this is home turf for fan activations.
Berlin · 2027
Teams TBC · Regular Season
DACH-wide expansion — Berlin activation builds on 2026 Munich success and 2025 Olympiastadion debut.
Always on.
Always German.
The German NFL audience lives on social. 54% are 16–34. They follow creators, share food content, and rally around game days. This is where Taco Bell and the Chiefs meet.
German Chiefs Social Channels
Co-branded content series: "Chiefs x Taco Bell Game Day" — weekly posts, Stories, Reels on official German Chiefs channels throughout NFL season.
Geo-Targeted Campaigns
Hyper-local Meta and TikTok campaigns targeting Munich, Augsburg, and Nuremberg — synced with Taco Bell Bavaria location openings and NFL game weeks.
Creator & UGC Program
Game Day food ritual series: creators film their Taco Bell Chiefs Sunday order. UGC amplified across both brand channels. Target: 5M+ organic impressions per game week.
App & Purchase Integration
Every Taco Bell purchase in Germany links to the Chiefs ecosystem via QR code or Taco Bell app. Win NFL tickets, Chiefs merch, or an Arrowhead Stadium VIP trip.
German NFL Creators
60-sec activation concept video — available upon request for internal presentation.
Three tiers.
One direction.
All tiers include access to the Chiefs' exclusive Germany marketing rights, SPORTFIVE partnership infrastructure, and the German Arrowheads community (largest Chiefs fan club in Germany).
Establish the Chiefs × Taco Bell brand presence across Germany.
- Chiefs Sunday store branding kit
- Watch Party program (4 locations)
- Purchase-to-Win mechanic (QR)
- Co-branded social content (10 posts)
- Munich 2026 fan zone presence
- Creator UGC program
- Arrowhead VIP prize tier
- Chiefs House food partner status
Full-season campaign with Munich 2026 gameday integration.
- Full Chiefs Sunday store takeover
- Watch Party program (all Germany locations)
- Purchase-to-Win (QR + App, full prize tier)
- Co-branded social content (40 posts/year)
- Munich 2026 fan zone + stadium pop-up
- Creator UGC program (10 creators)
- Arrowhead Stadium VIP trip prize
- Chiefs House food partner status
Headline partner across both Munich 2026 and Berlin 2027 — maximum visibility.
- Full Chiefs Sunday store takeover
- Watch Party program (all locations)
- Purchase-to-Win (full prize suite)
- Co-branded social (full season, all formats)
- Munich 2026 + Berlin 2027 gameday activation
- Creator UGC program (20+ creators)
- Money-can't-buy Arrowhead VIP experiences
- Official Chiefs House food partner (both cities)
All tiers subject to final negotiation. Pricing in USD. Multi-year commitments (2-year minimum recommended to span Munich 2026 + Berlin 2027) receive 15% discount. Contact for custom scoping.
Ready to own
NFL Germany?
This proposal represents a 2-year activation window that cannot be replicated. Munich 2026 and Berlin 2027 are fixed points in time. The Chiefs hold the exclusive Germany rights. Taco Bell is launching now.
Munich 2026 activation planning begins Q3 2026. Partnerships confirmed before July 2026 receive full production lead time and priority placement in the fan zone.
Schedule a Call
30 minutes. No obligation. Just the opportunity.