Eintracht Frankfurt's CEO discusses Bundesliga's U.S. expansion in NYC

During the recent international break, Axel Hellmann, CEO of Eintracht Frankfurt, traveled to New York City to engage with commercial partners and U.S. media. His discussions primarily revolved around the Bundesliga's strategic initiatives in the U.S., including a significant 17-year agreement with Relevent Sports Group, aimed at increasing viewership and fan engagement across America. This move is part of the league's broader strategy to enhance its presence in a key market, particularly as U.S. sports culture continues to expand. Hellmann expressed optimism regarding Eintracht Frankfurt's performance, despite their drop from third to sixth in the Bundesliga standings. He highlighted the team's robust pre-season training in Louisville and noted the possibility of surprises within the league, particularly as teams like Bayern Munich, Borussia Dortmund, and RB Leipzig maintain strong positions. Hellmann also reflected on the challenges of integrating younger players into the team, specifically acknowledging the cultural exchange experienced during their trip to Juarez, which left a lasting impact on the players. Furthermore, Hellmann underscored the importance of maintaining the 50+1 fan ownership model in German soccer, emphasizing the necessity of staying true to the sport's essence while attracting new fans. He praised Mario Götze's role in elevating the club's profile internationally and fostering a sense of community within Frankfurt. Ultimately, Hellmann's commitment to establishing a robust presence in the U.S. reflects a strategic long-term vision for both Eintracht Frankfurt and the Bundesliga at large as they seek to capture the growing American sports market.