Jan Boehmer, assistant professor of sport management at the University of Michigan School of Kinesiology, discusses the U-M football team's 2026 opening game against Western Michigan University, which may be played in Frankfurt, Germany.
Boehmer was born and raised in Germany and has been involved with several American football franchises across Europe, while also researching fan development abroad. It would be the first time the Wolverines would play outside North America.
How is the German market for American football?
Germany has become one of the most important markets for American football, with roughly 20% of its population identifying as fans. The National Football League has hosted several regular season games in Munich, Frankfurt, and soon Berlin. Eleven franchises hold marketing rights in the country through the league's Global Markets program, more than in any other country outside the United States. College football has a smaller, but equally dedicated, audience connecting via podcasts and social media. Several German players, including Michigan's Marlin Klein and Manuel Beigel, are playing for Division 1 programs, creating additional buzz among fans.
Where does the Michigan brand fit in?
Michigan football is a global brand--and one of the most recognizable college football entities in Europe. Even though the market is small compared to the U.S. and some critics might say that the initial football hype has passed, there is an opportunity to move early. Over the past years, games in Dublin have drawn between 40,000-50,000 fans for teams such as Notre Dame, but also Big Ten rivals such as Northwestern and Nebraska. There is interest in Europe, and it projects to be one of the best opportunities to grow college football--and the Michigan brand--globally.
Name, Image, and Likeness (NIL) has ushered in a new focus on expanded revenue streams. Is this part of that focus?
With NIL, marketing college football on a global scale has become even more relevant. Even though there are still limitations and unanswered questions surrounding international student athletes and their ability to benefit financially, engaging their fans and building a long-term following abroad can become a major revenue stream for major college football programs. The NFL has long recognized that its growth within the U.S. has hit the ceiling and that so-called satellite fans--those following the sport from a distance--are key to sustained growth. The same applies to college football. Even though the sport might not yet have the global footprint of some of the major professional leagues, there certainly is potential for long-term growth.
Is something happening with college football fandom in general that makes international play more attractive now?
Generally, there is positive momentum for college football on an international level. The number of international players making it to the top level of the sport is growing--and so does fan interest in their respective home countries. Livestreaming--and digital technology in general--has made it easier for international fans to follow games and connect with other fans, increasing their engagement. In addition, the resurgence of the EA College Football game franchise has also had a small but noticeable impact on European fans, giving them an opportunity to deeply engage with the sport, contributing to their fandom. For example, College Football 25 was the best-selling new release in Europe for July, indicating a growing interest among young fans.
What does an international game mean for season ticket holders and casual fans?
The most obvious downside is the loss of a home game, and in this case, the season opener. For local fans, this means one fewer game to attend in person. This can have a significant impact, as the social aspects surrounding an in-person experience are one of the most important factors in growing identification with a team. Fans who already purchased season tickets might also feel alienated if they are not compensated, as they could perceive this as a personal loss. For the athletic department and the surrounding community, it means lost revenue. A recent report indicated an influx of $28 million per home game to the Ann Arbor area--a significant loss that will only be recovered over time. Despite these drawbacks and related criticism, international games at both the professional and collegiate levels have generally been received well by the overall fanbase. For most casual fans, the different venue does not change much in terms of their experience, as they follow the action via television. It might even make the experience more unique, with a different kickoff time and a unique location. Some fans might even take the opportunity to travel to Europe. When Notre Dame played in Dublin, for example, 32,000 fans traveled to Ireland.
