Huge Boost: Indianapolis Colts team up with former player to expand fanbase in Europe

INDIANAPOLIS — The Indianapolis Colts are expanding their international reach, particularly in Germany and Austria.

The team has enlisted former Colt and first-round draft pick Bjorn Werner to help with this initiative.

“Things didn’t go as planned. My body gave out, and I was released—it wasn’t the career I had envisioned,” said Werner.

 

 

Werner, now residing in his native Germany, is an NFL analyst and co-founder of the German media company, Bromance Sports. He’ll serve as the Colts’ official ambassador in Germany and Austria.

“The goal is to attract more fans to follow the Indianapolis Colts,” Werner added.

Two years ago, the NFL launched the Global Markets Program, which grants NFL teams international marketing rights to enhance brand awareness and build a fanbase outside the United States.

In April, the Colts secured the rights to Germany and Austria, following their game against the Patriots in Frankfurt.

“Germany was the obvious choice for us. The region has a strong interest in American football,” said Roger VanDerSnick, the Colts’ chief sales and marketing officer.

“The Colts won that game and are now 1-0 in Germany. That’s the narrative we need to build on. The market potential is huge,” Werner remarked.

The initiative aims to broaden the Colts’ NFL brand and promote football overseas.

A recent FlashPicks survey showed that the Colts ranked last among NFL teams for worldwide Google searches.

“Unlike teams like the Giants, who are based in popular destinations like New York, the Colts aren’t as well-known. Many Germans travel to New York, which is a major draw,” Werner explained.

Werner and the team now face the challenge of attracting new football fans and ensuring they choose the Colts.

Their strategy includes a strong social media presence targeting youth, along with the involvement of Blue, the Colts’ mascot, who has 9 million followers on TikTok.

As Colts Ambassador, Werner will promote the team’s brand in these countries, make appearances, build genuine connections with new and existing fans, and advise the team on business and marketing strategies.

Bromance Sports will collaborate with the Colts to produce original digital content tailored to these regions.

“We’ll need to take a different approach in that market,” VanDerSnick noted.

“The world is small when it comes to social media. You can achieve a lot by sharing behind-the-scenes content. Every new fan is a victory,” Werner concluded.