The New England Patriots of the National Football League (NFL) and the American Football Association of Austria (AFBÖ) agreed to a new partnership while in Munich for the NFL International Series game last week. Together, the six-time Super Bowl champion Patriots and Austria’s largest football association will organize nationwide activations and events to further grow the audience and participation in the sport of American football. The Patriots are the first NFL team in the DACH region to establish a partnership with an international football association.
As part of the partnership, the New England Patriots and the AFBÖ are focusing in particular on promoting flag football. The non-contact version of American football is one of the fastest growing sports in the world and will make its Olympic debut at the 2028 Olympic Games in Los Angeles. Joint training camps and flag football tournaments are intended to further develop athletes competing in the sport in Austria and continue to grow the game globally.
AFBÖ President Michael Eschlböck:
“I am very happy about the cooperation with the New England Patriots, the most successful NFL team of the young millennium. We have a lot in common and share a vision for broadening the interest and enthusiasm for American football. With flag football as an Olympic discipline at the 2028 Los Angeles Games, the support of the New England Patriots offers a great opportunity to bring flag football to Austrian schools. And anyone watching the Patriots at home will immediately recognize Austria’s colors on their shoulders. So, everything is in place for a promising partnership,”.
Joe Dorant, Senior Director of International Business at the New England Patriots:
“As part of our growth strategy, we rely on strategic partnerships with organizations and associations in our international home markets. The collaboration with AFBÖ is an important step in increasing our presence in the Austrian market and developing synergies to achieve our shared goals of growing the game of American football and developing a new generation of participants.”
The DACH region is one of the most important markets for the Patriots outside the USA and a home market as part of the NFL Global Markets Program. The Patriots first partnered with the German Football Association (DFB) last year and will now expand their scope and reach into this additional region with their partnership with AFBÖ in Austria.