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Atlanta Falcons fans in Berlin ahead of the NFL game against the Indianapolis Colts. Bundesliga club Stuttgart wants to learn from the NFL experience in Germany. (Photo by Sebastian Gollnow/picture alliance via Getty Images) dpa/picture alliance via Getty Images Maybe it wasn’t the perfect weekend on the pitch for the Atlanta Falcons as they lost their first game in Germany to the Indianapolis Colts 25-31 in Berlin. But off the pitch, it was an important lesson for the National Football League club in growing its brand abroad. The same can be said about Bundesliga side VfB Stuttgart, with whom the Falcons have an informal relationship. Although their partnership isn’t set in stone, the two clubs share a few things in common. Car makers Porsche and Mercedes, which are shareholders at VfB Stuttgart, have strong ties to the city of Atlanta and the state of Georgia. Porsche Cars North America has its headquarters and the North American Porsche Experience Center in Atlanta. Mercedes-Benz, in the meantime, has its US corporate headquarters located in Sandy Springs, Georgia, and owns the naming rights to the Falcons’ state-of-the-art arena. “Partnerships are key,” Atlanta Falcons Vice President of Marketing Shannon Joyner said as part of a roundtable ahead of the game in Berlin. For the Falcons, having local partners like VfB is important. Even if those partnerships aren’t 100% official. “We want to keep that open,” Joyner said. “Other Bundesliga teams have reached out and we’ve had exploratory conversations on how to work together.” In a sense, that is also how Stuttgart sees it. Not being married to each other means that both entities can cooperate and explore different avenues in each other’s markets. One example is the Falcons training at Union Berlin’s facility before the game at the Olympiastadion and producing social media content…

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Filed under: News - @ November 18, 2025 10:21 pm