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EXPERT Q&A

Jan Boehmer, an assistant professor of sport management at the University of Michigan School of Kinesiology, shares insights about the U-M football team’s 2026 season opener against Western Michigan University, which could take place in Frankfurt, Germany.

Boehmer grew up in Germany and has participated with several American football teams across Europe, in addition to studying fan development internationally. This would mark the Wolverines’ inaugural game outside of North America.

What is the state of the German market for American football?

Germany has emerged as a crucial market for American football, with around 20% of its populace identifying as enthusiasts. The National Football League has conducted multiple regular season matches in Munich, Frankfurt, and soon Berlin. Eleven franchises hold marketing privileges in the nation through the league’s Global Markets initiative, surpassing any other country outside the United States. College football boasts a smaller, yet equally committed audience connecting through podcasts and social media. Several German athletes, including Michigan’s Marlin Klein and Manuel Beigel, are participating in Division 1 programs, generating further excitement among supporters.

What role does the Michigan brand play?

Michigan football stands as an international brand––one of the most recognized college football organizations in Europe. Although the audience is modest when compared to the U.S. and certain critics argue that the original football enthusiasm has diminished, early movement presents an opportunity. In recent years, events in Dublin attracted between 40,000-50,000 fans for teams like Notre Dame, as well as Big Ten competitors such as Northwestern and Nebraska. There is a clear interest in Europe, making it a promising avenue to expand college football––and enhance the Michigan brand––on a global scale.

The advent of Name, Image, and Likeness (NIL) has prompted a new focus on diversified revenue sources. Does this relate to that focus?

With NIL, marketing college football on an international level has become increasingly significant. Although limitations and unresolved inquiries regarding international student athletes and their financial benefits remain, engaging their audience and cultivating a long-lasting following abroad can serve as a substantial revenue source for prominent college football programs. The NFL has long acknowledged that its expansion within the U.S. has reached a plateau, and so-called satellite fans––those who follow the sport from afar––are vital for sustained growth. The same principle holds true for college football. Even though the sport may not yet possess the global presence of some major professional leagues, there is certainly potential for enduring expansion.

Is there a general trend occurring with college football fandom that makes international games more appealing at this moment?

In general, there is a favorable trend for college football on a worldwide scale. The number of international players reaching the highest levels of the sport is increasing––as is fan interest in their native countries. Livestreaming––along with digital advancements––has simplified the process for international fans to follow matches and connect with fellow supporters, boosting their engagement. Additionally, the revival of the EA College Football game series has made a small yet impactful difference on European fans, allowing them to engage deeply with the sport and enhancing their fandom. For instance, College Football 25 was the top-selling new release in Europe for July, signifying a rising interest among younger fans.

What implications does an international game carry for season ticket holders and casual fans?

The most apparent downside is the absence of a home game, specifically the season opener in this scenario. For local supporters, this translates to one less game to experience live. This may have a considerable effect, as the social interactions linked to an in-person event are vital for fostering a connection with a team. Fans who have already secured season tickets might also feel neglected if they receive no compensation, perceiving this as a personal detriment. For the athletic department and the community at large, the financial losses are significant. A recent study indicated an influx of $28 million per home event to the Ann Arbor region––a substantial loss that will need time to recover. Despite these disadvantages and related criticisms, international games at both the professional and college levels have typically been welcomed by the broader fan community. For most casual supporters, the change in location does little to alter their experience, as they keep up with the action through television broadcasts. It might even enhance the experience’s uniqueness, given the different kickoff time and setting. Some fans may even seize the opportunity to travel to Europe. For instance, when Notre Dame played in Dublin, approximately 32,000 fans journeyed to Ireland.

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