--- title: Atlanta Falcons in Berlin | 8th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/LmYqgDEg-yxQY3wBe5O-file.jpg --- Atlanta Falcons in Berlin | 8th Hashtag Sports Awards [The 8th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2026?hsLang=en) # Atlanta Falcons in Berlin [Atlanta Falcons](https://www.atlantafalcons.com) ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/LmYqgDEg-yxQY3wBe5O-file.jpg?width=1920&height=1080&name=LmYqgDEg-yxQY3wBe5O-file.jpg) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fatlanta-falcons-in-berlin) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fatlanta-falcons-in-berlin&text=Atlanta+Falcons+in+Berlin+%7C+8th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fatlanta-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.  ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/LmYqgDEg-yxQY3wBe5O-file.jpg?width=1920&height=1080&name=LmYqgDEg-yxQY3wBe5O-file.jpg) 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.  ** Nominations ** - Best Integrated Campaign **Organizations** - Atlanta Falcons **Links** - [  Website ](https://new.express.adobe.com/webpage/LwlnJ4iHsczNT) **Featured** - Bijan Robinson - Kontra K **Credits** **[ Em Giombi](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Manager, Experiential and International Marketing Atlanta Falcons **[ Shannon Joyner](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Chief Marketing Officer Atlanta Falcons **[ Laura Lanier](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Director, Brand Strategy Atlanta Falcons **[ Elisia Landis](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Senior Manager, Digital Content Atlanta Falcons **[ Larry Luk](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Vice President, Creative AMBSE **[ Tucker Brooks](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Associate Creative Director AMBSE **[ Jackson Sipes](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Creative Design Manager Atlanta Falcons **[ Jack Ozmer](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Senior Graphic Designer Atlanta Falcons **[ Josh Kluchka](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Creative Operations Manager AMBSE **[ Abbie Jackson](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Graphic Designer AMBSE **[ Laramie Diestlekamp](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Graphic Designer AMBSE **[ Grace Eberhard](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Graphic Designer AMBSE **[ Brandon Magnus](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Director, Photography and Digital Asset Management AMBSE **[ Jay Bendlin](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Team Photographer Atlanta Falcons **[ Taylor McLaughlin](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Team Photographer Atlanta Falcons **[ Emily Hendrix](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Digital Asset Manager AMBSE **[ Ryan Delgado](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Director, Digital Platforms Atlanta Falcons **[ Jackie Kinney](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Senior Social Media Manager Atlanta Falcons **[ Jeff Uzzell](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Social Media Content Coordinator Atlanta Falcons **[ Amani Commodore](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Digital Platforms Coordinator Atlanta Falcons **[ Nisha Schmitt](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** VP, Retail AMBSE **[ Amanda Dinkel](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Sr. Director, Community Relations Atlanta Falcons **[ Pedro Salgado](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Director, Youth Football & Legends Community Atlanta Falcons **[ Karmen Gee](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Sr. Manager, Community Relations Atlanta Falcons **[ Roshni Hariharan](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Digital Products and Platforms Manager Atlanta Falcons **[ Kurt Wisenbaugh](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Sr. Director, Live Events AMBSE **[ Ardelia Austin](https://www.hashtagsports.com/awards/shortlist-2026/AtlantaFalcons.com?hsLang=en) ** Sr. Manager, Live Events & Entertainment AMBSE #### INSPIRED TO ENTER WORK? 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