The Kansas City Chiefs announced on Apr. 21 a new international partnership with Three Sixty Vodka, marking the club’s first international alcohol partnership and expanding its presence in Germany.
The collaboration aims to strengthen connections between the Chiefs and German fans through special retail initiatives and exclusive experiences. As part of the agreement, limited-edition bottles of Three Sixty Vodka will feature official Kansas City Chiefs marks to celebrate the vodka brand’s 60th anniversary, bringing the NFL team’s branding to retail shelves across Germany.
In addition to these branded bottles, German consumers will have opportunities to participate in a sweepstakes for exclusive experiences. Prizes include tickets to the 2026 NFL regular-season game in Germany, trips to Kansas City for games at GEHA Field at Arrowhead Stadium, and official Chiefs merchandise. The sweepstakes is designed to further connect international fans with the franchise.
Three Sixty Vodka will also host an on-site activation at Chiefs House in Munich during the NFL’s 2026 Germany Game. This event is intended as an immersive hub for fan engagement during a significant moment on the league’s international calendar.
“This partnership with Three Sixty Vodka represents a meaningful step forward as we continue to grow Chiefs Kingdom in Germany,” said Kellen Begnoche, Chiefs Vice President of Partnership Strategy. “By combining retail visibility, fan experiences, and on-the-ground activations, the collaboration allows us to engage fans in new ways while celebrating a milestone year for an established global brand.”
Tim Hotfiel, Senior Brand Manager at Three Sixty Vodka said: “We’re very excited about partnering with a world-class team like the Kansas City Chiefs. American football is becoming increasingly popular among our young target audience in Germany, and the Chiefs – with their strong international presence and passionate fan base – are the ideal partner to bring unique highlights to our consumers and make a modern, urban lifestyle tangible.”
The Kansas City Chiefs were awarded marketing and commercial rights for Germany in 2021 as part of the NFL’s Global Markets Program. The team has expanded its reach through strategic partnerships throughout Europe’s DACH region (Germany, Austria, Switzerland). Currently holding rights in seven countries—United Kingdom, Ireland, Spain, Mexico, Germany, Austria and Switzerland—the club remains one of most active organizations regarding international growth.
