NEW ENGLAND PATRIOTS X INTERWETTEN

Behind the scenes of a viral NFL campaign in Germany: GRIT Sports planned, organized, and shot a media campaign starring Lothar Matthäus as the Patriots’ new “kicking coach” in a stunt that brought two sports worlds together.

At Grit Sports, we specialize in sports-focused media production, creating content that resonates with fans, sponsors, and partners. Our latest project allowed us to bring that expertise to a large-scale campaign highlighting the NFL’s growing popularity in Germany. Grit Sports planned, organized, and managed the entire production, from conceptualizing the idea to delivering a full suite of media assets. Working with German soccer legend Lothar Matthäus, former Patriot Sebastian Vollmer, Interwetten, and the New England Patriots, we crafted a campaign that was not only entertaining but designed to spark engagement across platforms.

As the NFL continues to build its brand in Germany, our idea was to create a playful, unexpected narrative—Matthäus joining the Patriots as their “new kicking coach.” Grit Sports handled all aspects of the production, from pre-production planning and shoot organization to directing on-set. The result was five unique videos capturing Matthäus’s “training sessions” with the Patriots, as well as his interactions with the team, creating a memorable and engaging storyline for fans. In addition to the video content, we also shot a full collection of photos and exclusive behind-the-scenes clips that gave viewers a glimpse into the making of the campaign.

This project perfectly aligns with our mission at Grit Sports to develop high-quality, impactful media that speaks to the heart of sports culture. By bringing together beloved figures from both football and soccer, we designed a production that made a meaningful impact across two passionate fanbases. We’re proud to have delivered a campaign that goes beyond just storytelling, positioning Grit Sports as a leader in media production for sports.