Orlando Magic Leverages German Popularity to Secure New Global Partnerships
Orlando, Monday, 12 January 2026.
Capitalizing on a 104 percent viewership surge in Germany, the Orlando Magic announced four new international partners ahead of this week’s sold-out Global Games in Berlin.
Strategic Commercial Expansion
On Monday, January 12, 2026, the franchise confirmed that AIDA Cruises, Domino’s, Kellogg’s, and ThreatLocker have joined its sponsorship roster [1]. These multinational entities align with existing partners Deutsche Telekom and Visit Orlando as the team prepares for the NBA Global Games [1]. The announcement comes just 3 days before the Magic are scheduled to face the Memphis Grizzlies at a sold-out Uber Arena in Berlin on Thursday, January 15, followed by a matchup in London on January 18 [1][2]. According to Charlie Freeman, the Orlando Magic President of Business Operations, these additions are integral to the organization’s broader strategy to celebrate and monetize the team’s presence in Europe [1].
Capitalizing on “Home Court” Advantage in Europe
This commercial push is underpinned by a unique roster composition that has effectively turned the Florida-based franchise into Germany’s unofficial “home team” [3]. With Berlin natives Franz and Moe Wagner, alongside Munich-born Tristan da Silva, the franchise has established deep local relevance [3]. This cultural connection has translated into tangible metrics: data indicates a 104 percent year-over-year increase in viewership on NBA League Pass in Germany for the current season, while the team’s Instagram following from the region has grown by 37 percent [1]. Furthermore, excluding Luka Dončić, the Wagner brothers currently hold the top-selling jerseys on the European NBA Store [3]. Market analysis by Navigate places Germany as the sixth-largest global market for the NBA, with approximately 8.45 million interested fans, providing a fertile landscape for these new partnerships [2].
Cross-Border Business Activations
Beyond the court, the organization is executing a robust business-to-business strategy during this tour. The itinerary includes a “Business of Basketball Summit” in Berlin on Thursday, designed to engage both current German partners and prospective local companies regarding the team’s commercial approach [3]. Additionally, a pop-up entertainment district dubbed “Orlando Magic Kiez”—utilizing the German word for neighborhood—is debuting at Deutsche Telekom’s Magenta Mitte offices to centralize fan engagement [1][3]. Specific partner activations are highly targeted; for instance, ThreatLocker is hosting IT executives to demonstrate cybersecurity solutions, while Visit Orlando is engaging 50 German travel agents to integrate Magic games into future Disney World tourism itineraries [3].
Long-Term International Objectives
The Magic’s strategy extends beyond a single series of games, aiming to secure a permanent foothold in the European market. Michael Forde, the Magic’s Chief Sales Officer, stated that the organization aims to become the second-favorite club for sports fans outside the United States [1]. Forde noted that while German interest began during the team’s NBA Finals appearances in the mid-1990s, current engagement levels are significantly higher [1]. By leveraging the “homecoming” narrative of its star players—Moe Wagner cited receiving “North of 150” ticket requests from family and friends—the franchise is effectively converting on-court personnel assets into long-term brand equity and revenue growth [2].