Legends to aid Bucs brand building in Germany


Tampa Bay Buccaneers partner with Legends Image: Tampa Bay Buccaneers & Legends

The National Football League (NFL) team Tampa Bay Buccaneers (US) and the premium experiences company Legends announced recently a new partnership focused on commercialization for the team in Germany. As part of the agreement, the global premium experiences company will manage a data-driven sponsorship sales strategy for the Buccaneers to assist the team’s brand building efforts in Germany.

‘Tampa Bay Buccaneers’ stated that the Buccaneers were one of four teams awarded international marketing rights in Germany as part of the NFL’s International Home Marketing Area (IHMA) initiative. Tampa Bay, led by seven-time Super Bowl champion Tom Brady, will take on their peer team Seattle Seahawks in a groundbreaking game in Munich, Germany on November 13th, 2022, at the Allianz Arena in Munich, a 75,000-seat stadium that is home to FC Bayern Munich of the Bundesliga. This first-ever NFL regular season game in Germany is sold out.

The Tampa Bay Buccaneers are a professional American football team based in Tampa, Florida, US. The Buccaneers compete in the National Football League (NFL) as a member club of the league’s National Football Conference South division.

The 65,890-capacity Raymond James Stadium is a multipurpose stadium in Tampa, Florida (US) that opened in 1998 and is home to the Tampa Bay Buccaneers of the National Football League and the University of South Florida Bulls college football program.

Legends are a premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues. They approach each project with their 360 degree service solution comprising planning, sales, partnerships, hospitality, merchandise, and technology solutions. Legends global, multidisciplinary service solutions collaborate on every project to ensure success across each of their verticals.

Launched in January 2022, the IHMA initiative grants NFL clubs access to international territories for marketing, fan engagement and commercialization as part of a long-term, strategic effort to enable clubs to build their global brands while driving NFL fan growth internationally.

Maintained Brian Ford, Buccaneers Chief Operating Officer (COO), “Buccaneers fans in Germany have quickly embraced our team and there is genuine excitement for the historic game that will be played in Munich in the coming weeks. Our partners at Legends will play a crucial role in helping us build off this initial wave of enthusiasm as we focus on building long-term corporate relationships and establishing the Buccaneers brand throughout Germany. As leaders in the global premium experiences industry, Legends has all of the expertise required to help us maximize our opportunities as we focus on elevating and expanding our presence in Germany.”

‘Tampa Bay Buccaneers’ further stated that Legends’ Germany team based out of Hamburg will lead the engagement with the Buccaneers, which runs through the end of the team’s IHMA rights in 2026. Legends is partnered with many of the world’s most iconic sports, entertainment and attractions brands and has extensive experience leading global partnership sales for premier professional sports teams. The company’s Hospitality division is currently also partnered with the Buccaneers, overseeing food and beverage operations at the Raymond James Stadium.

Remarked Jens König, Managing Director of Central Europe, Legends International, “Legends is proud to partner with the Buccaneers to help the team establish a lasting brand presence in Germany through strategic marketing partnerships and activations. Germany has a strong NFL fan base, and we look forward to working with the Buccaneers to find the right partners in Germany to build on the excitement in the market surrounding the upcoming soldout game in Munich.”

The Buccaneers have fans around the world and have consistently been featured in the global spotlight for the NFL. This is the fourth time the Buccaneers will take part in the NFL’s International Series of games, having previously played in London, England (UK) three times (2009, 2011 and 2019), twice at the 90,000-capacity Wembley Stadium and once at the 62,850-capacity Tottenham Hotspur Stadium.

New York (US)-based the National Football League is a professional American football league that consists of 32 teams, divided equally between the American Football Conference and the National Football Conference.

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