The Kansas City Chiefs, reigning Super Bowl champions, have taken their game to a global stage. On a mission to broaden their ever-growing fan base, the Chiefs embarked on an inspiring journey to Frankfurt, Germany.

Their itinerary was packed with events, including a rooftop party for enthusiastic German fans and two heartfelt visits to U.S. Army bases in the region. This trip also showed the Chiefs’ commitment to honoring the men and women who serve in the U.S. military.

Honoring the Real Heroes

The Chiefs engaged a marketing agency to develop their primary marketing campaign. With the slogan, “All Trains Lead to the Chiefs,” the Chiefs team went on a tour to Frankfurt to build a connection with the German fans. This strategic move enabled them to tap into the culture and identity of their fans more effectively.

The Chiefs’ mission extended beyond creating fervent fans in Germany. They also seized the opportunity to meet and greet hundreds of servicemen and servicewomen stationed overseas. Given the significance of the U.S. Military presence near Frankfurt, this outreach held immense importance.

The Chiefs embarked on a poignant visit to the U.S. Army Garrison Wiesbaden and met with troops assigned to the Security Assistance Group—Ukraine and the leadership of the U.S. Army—Europe and Africa. They also presented jerseys as a token of their appreciation and respect. In a solemn gesture, the Chiefs paid tribute to the fallen heroes with a wreath-laying ceremony on the eve of Memorial Day.

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The Chiefs, through a flag football clinic led by a youth cheerleading clinic with Cheerleaders Jordan and Cooper, created a memorable experience for the American children living on the base. The event also united kids from various backgrounds and nationalities in a joyous celebration of the sport.

Building Bridges and Creating Bonds

The planned content shoot, a pivotal component of the marketing campaign, took the Chiefs to various subway stations across Frankfurt.  The emotional connection between fans and their team was palpable from the outset.

This bond reached its zenith during a spectacular rooftop party in downtown Frankfurt. Cleverly, the Chiefs aptly dubbed the event a “Schedule Release Party.” The event mirrored the electric atmosphere of Arrowhead Stadium. Red-clad German fans mirrored the passion of their American counterparts.

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