Atlanta Falcons in Berlin

ABOUT THIS ENTRY

Heading into the historic Falcons vs. Colts matchup in Berlin on November 9, 2025, the Atlanta Falcons designed a multi-month, multi-channel marketing strategy to get fans ready for gameday. “Falcons in Berlin” created touchpoints with domestic and international fans through fan activations, player visits, digital content, community events and in-market promotion to grow long-term fandom. 

How does this represent "Excellence in Engagement"?

The “Falcons in Berlin” campaign successfully met fans wherever they were — on-site in Berlin, online, across Germany and within their local communities. Spanning the entire offseason and extending through the first half of the regular season, the campaign strategically utilized organic fan excitement and channeled that energy toward the international game. 

Rather than relying on a single promotional push or activation, the campaign delivered and sustained, high-impact touchpoints that built momentum up to the international game. Through dynamic digital storytelling, localized content, community events, and player-driven narratives, fans were consistently invited to participate in the journey. Each activation was designed to feel relevant and culturally connected, transforming awareness into meaningful interaction. 

By maintaining an always-on presence across platforms and markets, the Falcons stayed top-of-mind during a crowded sports calendar. The campaign blended in-person experiences with digital amplification, and set the stage for future NFL teams activating in Berlin.

The results reflected that strategy: strong engagement metrics, elevated social interaction, and impressive attendance numbers. More than generating buzz, the campaign fostered lasting connection, sustained anticipation and measurable growth in fandom in the Atlanta Falcons’ priority international market of Germany. 

Objective

The “Falcons in Berlin” campaign was designed to capitalize on the excitement for the Atlanta Falcons’ first-ever game in Germany, a significant milestone after being awarded international marketing rights in Germany in 2023. 

In preparation for game week, we created a multi-month touchpoint strategy that would: 

1. Continue to foster our relationship with current Falcons fans in Germany 

2. Introduce prospective fans to the Atlanta Falcons, the city of Atlanta, and what it means to be a fan of the Dirty Birds 

3. Position the Atlanta Falcons as a premier international brand, with a focus on Germany 

The campaign started with the NFL Draft (April), continued with the announcement that the Falcons will be playing in Germany (May), was elevated with Bijan Robinson visiting Germany (May), and ended with game week (November). Strategic events and digital content throughout this period kept the Falcons top of mind in Germany, even in the NFL offseason. 

The stage for game week was large, as this was the first-ever regular season NFL game in Berlin. With the Falcons in the global spotlight of an NFL international game, we focused on touchpoints that would drive long-term fandom and relationships with German media, influencers and tastemakers.

Strategy & Execution

The campaign execution required experiential elements, digital storytelling, strong relationships with media, influencer partnerships and brand sponsorships, as well as collaboration with the NFL and local Berlin businesses. We thoughtfully designed each touchpoint to include elements of Germany and Atlanta culture, providing a common point of community for both Germany-based and U.S.-based fans. 

Germany is still a relatively new market for the Falcons, so we wanted to welcome new fans to the organization by creating memorable moments in spaces familiar to them. 

OFFSEASON 

-During key NFL tentpole moments, we showcased the Falcons’ growing Germany footprint to create the fan association between the Falcons and the city of Berlin.  

-We created opportunities to put star player Bijan Robinson on the mainstage via an offseason trip to Berlin, a moment for the Atlanta Falcons to be synonymous with global sports leaders. This trip set the foundation for relationships with media and influencers in Berlin, which we were able to leverage again in the weeks leading up to the game. 

GAME WEEK 

-We hosted community events and culturally relevant fan activations including a full-day immersive experience and a pregame fan rally, sold limited edition retail, and more. 

Organizations

• Atlanta Falcons

Links

•   Website

Featured

• Bijan Robinson

  Kontra K

Credits

Em Giombi
Manager, Experiential and International Marketing
Atlanta Falcons

Shannon Joyner
Chief Marketing Officer
Atlanta Falcons

Laura Lanier
Director, Brand Strategy
Atlanta Falcons

Elisia Landis
Senior Manager, Digital Content
Atlanta Falcons

Larry Luk
Vice President, Creative
AMBSE

Tucker Brooks
Associate Creative Director
AMBSE

Jackson Sipes
Creative Design Manager
Atlanta Falcons

Jack Ozmer
Senior Graphic Designer
Atlanta Falcons

Josh Kluchka
Creative Operations Manager
AMBSE

Abbie Jackson
Graphic Designer
AMBSE

Laramie Diestlekamp
Graphic Designer
AMBSE

Grace Eberhard
Graphic Designer
AMBSE

Brandon Magnus
Director, Photography and Digital Asset Management
AMBSE

Jay Bendlin
Team Photographer
Atlanta Falcons

Taylor McLaughlin
Team Photographer
Atlanta Falcons

Emily Hendrix
Digital Asset Manager
AMBSE

Ryan Delgado
Director, Digital Platforms
Atlanta Falcons

Jackie Kinney
Senior Social Media Manager
Atlanta Falcons

Jeff Uzzell
Social Media Content Coordinator
Atlanta Falcons

Amani Commodore
Digital Platforms Coordinator
Atlanta Falcons

Nisha Schmitt
VP, Retail
AMBSE

Amanda Dinkel
Sr. Director, Community Relations
Atlanta Falcons

Pedro Salgado
Director, Youth Football & Legends Community
Atlanta Falcons

Karmen Gee
Sr. Manager, Community Relations
Atlanta Falcons

Roshni Hariharan
Digital Products and Platforms Manager
Atlanta Falcons

Kurt Wisenbaugh
Sr. Director, Live Events
AMBSE

Ardelia Austin
Sr. Manager, Live Events & Entertainment
AMBSE