Falcons Haus presented by Airbnb

ABOUT THIS ENTRY

The Falcons Haus presented by Airbnb was a full-day immersive experience at contemporary art museum Fotografiska Berlin that brought elements of Atlanta Falcons traditions and Atlanta culture to Berlin, Germany in advance of the first-ever regular season NFL game in Berlin. The public portion of the experience celebrated 60 years of the Atlanta Falcons, shop exclusive merchandise and meet Falcons Legends, Atlanta Falcons Cheerleaders, and mascots, while an evening VIP event gathered potential new partners, industry professionals and influencers to celebrate the Falcons in Berlin. 

How does this represent "Excellence in Engagement"?

The Falcons Haus presented by Airbnb exemplified excellence in engagement by creating a fully immersive experience for international fans. Whether a fan was visiting from Atlanta, Germany, or another country, this activation created a space for our international fans to meet, interact with our brand and team, and foster an international Falcons community. We brought the history of the brand and franchise to a new market, educating the public and creating long-lasting fandom. 

We leveraged our long-term strategy for growing our German footprint to create a synergy between the markets and celebrate their differences, along the way gaining new insights into how the Falcons can continue to activate in Germany. With the city of Berlin brimming with activities around Berlin Game Week, the Atlanta Falcons were able to differentiate themselves as a global brand. 

The Falcons Haus presented by Airbnb welcomed both new and current Falcons fans in celebration of the NFL in Berlin. Some of the fans that entered the Falcons Haus presented by Airbnb might not have entered as fans of the Dirty Birds, but all left with a longstanding appreciation for the club. 

Objective

The Atlanta Falcons were granted international marketing rights in Germany in 2023 and have since been building their brand presence in Germany through meaningful, yet smaller scale fan activations. The Atlanta Falcons were chosen to play in the NFL’s first-ever regular season game in Berlin in November 2025, providing an incredible platform to elevate our activations. Our presence in Berlin during game week was anchored by the Falcons Haus presented by Airbnb, an all-day immersive experience. 

This event was designed to expand the Falcons’ global fan engagement and strengthen the Falcons’ ongoing Germany presence while creating hype for the Colts-Falcons game in Berlin. We aimed to drive strong in-person and digital engagement among both Germany-based fans and traveling U.S. fans by leveraging culturally relevant activation and retail elements, using targeted promotional channels and collaborating with a network of German influencers. 

The activation also demonstrated the value of fully integrated experiential sponsorships by prominently featuring Airbnb across all marketing materials, event signage and on-site touchpoints, creating a scalable model for future global partnerships.  

Finally, the event aimed to strengthen long-term relationships with German media, tastemakers, and influencers, positioning the team as a meaningful contributor to the NFL’s continued growth in Germany. 

Strategy & Execution

The Falcons Haus presented by Airbnb welcomed fans from around the world and introduced them to Atlanta culture and Falcons fandom. This event was the largest marketing activation that we have held internationally and was used as a vehicle to generate hype for Sunday’s game and beyond. 

We intentionally chose the venue, Fotografiska Berlin, a contemporary art museum that highlights Berlin’s rich culture, and used it to draw parallels between Atlanta and Berlin. The activation itself featured Falcons storytelling displays, interactive activities, meet and greets, and photo opportunities. 

The event also featured our first-ever international retail pop-up, selling exclusive German-specific “Sundays Deutschland” items, a play on our existing domestic “Sundays Atlanta” retail collection. We wanted to personalize this collection as a homage to our German-based fans. We also sold other limited edition Mitchell and Ness apparel items commemorating the Berlin game. 

After the public event cleared, a private VIP party welcomed existing Falcons sponsors, potential new partners, multiple German creators, members of local government and Berlin tastemakers to celebrate the work the Falcons have done in Germany and to network and strengthen ties between the two cities. Airbnb received on-site and digital exposureamongst both general fans and VIP tastemakers. 

Organizations

• • Atlanta Falcons
  • Sportfive Marketing Agency

Links

•   Website

Featured

• • Todd McClure (Falcons Legend) 

  • Jessie Tuggle (Falcons Legend) 

  • Imke Salander 

  • Angelo Carlucci 

  • Jorell Williams 

  • Jamie Williams 

  • Nike Griesert 

  • David “Dee”Jackson 

  • Steffen “Shizzo” Dachtler 

  • Eleni Frommann 

  • Adnan Dushaku 

  • Kristina Amaral Menezes 

  • Alexander Leutloff 

  • Andre Menezes 

  • Sarah Hassan 

  • Kyle Kitchens 

  • Miriam Krug 

Credits

Em Giombi
Manager, Experiential and International Marketing
Atlanta Falcons

Shannon Joyner
Chief Marketing Officer
Atlanta Falcons

Laura Lanier
Director, Brand Strategy
Atlanta Falcons

Nisha Schmitt
VP, Retail
AMBSE

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
AMBSE

Taylor McLaughlin
Team Photographer
AMBSE

Emily Hendrix
Digital Asset Manager
AMBSE

Serena Brown
Digital Asset Coordinator
AMBSE

Ryan Delgado
Director, Digital Platforms
Atlanta Falcons

Jackie Kinney
Senior Social Media Manager
Atlanta Falcons

Jeff Uzzell
Social Media Content Coordinator
Atlanta Falcons

Elisia Landis
Senior Manager, Digital Content
Atlanta Falcons

Amani Commodore
Digital Operations Coordinator
Atlanta Falcons

Roshni Hariharan
Digital Products and Platforms Manager
AMBSE

Amara Tamborini
Corporate Partnership Activation Manager
Atlanta Falcons

Phil Libby
Director, Corporate Partnership Sales
AMBSE