卡夫体育+娱乐增强了整个欧洲的美式橄榄球迷

Kraft Sports + Entertainment (KSE) has set the standard for delivering world-class sporting events to the people of New England for more than three decades. As the organization managing the sports and entertainment ventures of the New England Patriots, KSE was presented with a remarkable opportunity to expand into Germany. With G-P by its side, KSE has gracefully grown internationally to engage with Patriots’ fans throughout Europe.

A legacy of excellence

Established in 1959, the Patriots are an esteemed American National Football League (NFL) franchise. Fueled by a rich history of accomplishments, including a league-leading six Super Bowl championships, the Patriots have earned the admiration of loyal followers worldwide.

Scoring big in Germany

As part of the league’s Global Markets Program, which gives teams access to international markets to help grow the league’s popularity outside the U.S., the Patriots actively pursued and earned rights to the German market. The program grants the Patriots opportunities for marketing, sales, fan events, and co-marketing relationships with other entertainment properties in Germany.

Expanding into the German market is a particularly exciting opportunity for KSE, given the rising popularity of American football in the country. Factors such as social media and the availability of American football games on German TV have contributed to a growing fan base.

A playbook for international growth with G-P

To pave the way into Germany, KSE recognized the need to hire a local expert. In early 2023, KSE leadership met with a talented candidate who appeared to be an excellent match for the role. To expedite the hiring process and navigate international labor laws, KSE turned to G-P, its existing Gillette Stadium naming rights partner, for expert international Employer of Record (EOR) services and technology.

“New laws, new pay practices, new benefit programs – every country has different regulations to abide by,” said Miranda MacKenzie, Director of Benefits, Compensation, and Systems at the Kraft Group & Affiliates, parent company of KSE.

G-P is a global employment pioneer and recognized leader in the EOR industry, enabling companies like KSE to quickly hire, onboard and manage employees anywhere in the world without setting up local entities. Today, KSE leverages the premium features and expert guidance provided by G-P Meridian Prime™ to simplify complexities and mitigate risks associated with global expansion and employment.

Touching down in new territories

Thanks to its partnership with G-P, KSE quickly onboarded its local employee to manage the Patriots’ operations in Germany. The addition of an employee local to Germany has proven instrumental in engaging with and recruiting new fans, navigating cultural nuances, expanding business networks, and promoting the Patriots to cultivate a loyal following in this key market.

“Having a local representative in Germany allows us to establish a genuine connection with our international fans,” said Joe Dorant, Senior Director of Sales Operations at KSE.

KSE 决定与G-P合作开展 EOR，简化了向全球扩张的过渡。 G-P 的全球人力资源专业知识确保遵守国际法律和监管环境。 从制定合同到实施合规的薪酬实践和福利计划， G-P为 KSE 提供了全球发展所需的信心。

“凭借他们预先存在的全球影响力以及在新国家不同规则和法规方面的专业知识，与G-P合作使我们能够无缝扩展我们的足迹，”MacKenzie 说。 “使用 G-P 的平台可以轻松地入职员工、安全地管理他们的信息、确保准确的薪酬审批并解决员工的疑问。 它还包含与每个国家的法律和人力资源考虑相关的大量信息——这是一项重要资源。”

G-P 对专业精神和客户满意度的承诺不仅仅限于支持 KSE 招聘团队。 它还向通过G-P聘用的才华横溢的专业人员灌输信任和信心，培养 KSE 组织内的归属感并创造一个支持性的环境。

“如果我需要人力资源管理任务方面的帮助， G-P会为我提供出色的支持，”KSE 德国运营经理 Christopher Knower 说道。 “虽然我通过G-P正式受聘，但我完全沉浸在 KSE 文化中，感觉100 % 就像团队的一员。”

“对我们来说，找到一个 EOR 合作伙伴非常重要，他能够按照我们期望的方式对待我们的员工，”MacKenzie 补充道。

Expansion plans set for global fandom

To continue accelerating global fandom, KSE expanded their global market efforts into Switzerland and Austria, when they were granted the rights to those two countries in April of 2023 by the NFL. The opportunity for further global expansion is laden with potential, and the KSE team is eager to engage with even more American football followers around the globe.

“G-P streamlines our international hiring process, allowing us to focus on growing our global presence and fan base,” said MacKenzie. “We’re eager to continue our partnership with G-P to support our employees and continue the seamless growth in new markets.”