Eintracht Frankfurt commissioned a study on the economic effects of large-scale events based on the two American football games – the NFL Frankfurt Games in November 2023 – by the independent institute The Sports Consultancy. In addition to an economic added value of almost €110 million, the city and the region benefited from a strong image boost and increased international awareness.
Over 100,000 spectators in Frankfurt
Over 100,000 people attended the two 2023 NFL games at Deutsche Bank Park between the Miami Dolphins and the Kaiser City Chiefs, and the Indianapolis Colts and the New England Patriots. Of the visitors, 98 percent were not from Frankfurt and 24 percent came from abroad. The events also appealed to a very young target group: 68 percent of the visitors were younger than 44. According to the survey, the overall experience was rated as very positive, with 95 percent of respondents giving it at least seven out of ten points – above average. More than half of the visitors said a positive impression of the city made them more likely to visit Frankfurt again. Another positive effect for the people of Frankfurt: in connection with the NFL games, the city is investing a seven-figure sum in the construction of an American football pitch at the Am Römerhof sports complex as well as in the city's infrastructure, such as public Wi-Fi, security and shading of public spaces.
Record viewing figures for NFL International Games
The media reach was also enormous, with a total of 9.6 million viewers tuning in to the first of the two games (Dolphins vs. Chiefs) on the US television channel NFL Network. The games were watched by 18 million viewers worldwide, with 60 million online views and about three million interactions on social media. RTL achieved impressive figures in the German market, too, peaking at over 1.5 million. In the advertising-relevant target group of 14 to 49-year-olds, this meant a market share of 20 percent, an excellent figure for marketing.
The second game was also hugely popular. A peak of nearly 1.1 million fans watched the Colts against the Patriots, reaching a market share of 14.7 percent among 14 to 49-year-olds.
Enhanced reputation and economic added value of €110 million for the region
The Sports Consultancy has calculated that the NFL Frankfurt Games generated an economic added value of around €110 million. Almost half of this (€51 million) was spent directly in connection with the games. Additional indirect added value along the supply chains amounts to just under €24 million, while a further €35 million was recognised as induced turnover (measured in terms of the economic changes caused by direct and indirect added value, such as the wages and salaries paid to employees of companies along the supply chains). The two games generated additional tax revenue for the City of Frankfurt totalling around €8 million.
From a consumer perspective, each guest spent €254 on average: €135 on accommodation, €49 on food and drink, €29 on transport and €41 on other expenses such as merchandise, entertainment and miscellaneous.
The awareness and image of the city also benefited greatly. Frankfurt was visible in the media for a good 68 minutes, resulting in a gross media value of €34.5 million. This is calculated from the viewer figures, the number of broadcasts and the equivalent advertising costs. The future net media value amounts to €11.5 million and refers to the estimated value of future media exposure.
Further NFL Frankfurt Games and major events as magnets for the region
Mike Josef, mayor of Frankfurt: “The profitability study of the two NFL games in Frankfurt shows what major events mean for a city like Frankfurt, both in sporting and economic terms. As a rule, they have a high economic benefit and lead to a huge image boost. We would like to expand our infrastructure for organising further major events by building a multifunctional arena. But for this to happen, everyone has to pull together.”
Patrik Meyer, managing director of Eintracht Frankfurt Stadion GmbH: “Alongside Bundesliga and international football, we have several major events at Deutsche Bank Park. In 2023, there were 16 events in the areas of music and entertainment with over 700,000 visitors – the highest figure in Germany and Europe. The two NFL games were obviously a big highlight among that. We benefit from our experience, including in dealing with tenders and new requirements, and we are happy to apply – often hand-in-hand with the city – for further top events in the heart of Europe.”
“After the Germany debut the previous year, the debut in Frankfurt was another milestone and success for the NFL in Germany,” said Dr. Alexander Steinforth, General Manager of NFL Germany. “The fans are not only interested in the game but also celebrate American football in the week between the games in Germany, which also benefits our partners in Germany. The economic and social impact underlines the footprint that our sport leaves behind in Germany.”
Excitement for EURO 2024 and a positive outlook
According to the study and the calculated media values, Frankfurt and the Rhine-Main region benefit greatly from attractive major events, regardless of whether the Bundesliga, European competitions, concerts or NFL International Games are taking place. The common goal of the city and Eintracht Frankfurt Stadion GmbH is to keep putting themselves forward and promoting themselves as competent partners at one of the most attractive locations in the heart of Europe. The next highlight after the Bundesliga season will be the European Football Championship, with five matches being held in Frankfurt. But that's not all: the 1.4-kilometre-long fan mile on the Main with a large video wall on the river is set to become a crowd-puller and also attract numerous guests without a ticket to the tournament and to Frankfurt.
Other projects include Deutsche Bank Park's successful bid for a DEL WINTER GAME – an ice hockey match between Löwen Frankfurt and Adler Mannheim in the stadium in January 2025 – and the ongoing bid for a UEFA Europa League final (2026 or 2027). Plans to build a multifunctional arena on the stadium site are also set to gather pace after the European Championship. Sports and music events with a capacity of around 15,000 spectators are currently passing Frankfurt by.
About the study
The study was conducted by the independent institute The Sports Consultancy. The data is based on two surveys following the American football event in November 2023, which took place over two weekends, on 5 and 12 November 2023, at Deutsche Bank Park in Frankfurt. It examined the economic impact (including direct, indirect and induced economic effects), impact on the region – including the media value of the city brand, the benefits to the tourism industry and spectator profile – as well as the social impact – including benefits to the local community such as infrastructure development and participation in sport
