Case Study: Kraft Sports + Entertainment achieves rapid European expansion and local hiring in Germany with Globalization Partners

Kraft Sports + Entertainment Boosts American Football Fandom Across Europe

Kraft Sports + Entertainment (KSE), the organization behind the New England Patriots and Gillette Stadium, sought to grow American football fandom across Europe by entering the German market. To hire local talent quickly and comply with unfamiliar labor laws and pay/benefit requirements, KSE partnered with Globalization Partners and used G-P Meridian Prime™ employer-of-record services and technology.

Globalization Partners provided EOR support and the G-P Meridian Prime™ platform to onboard a Germany-based operations manager rapidly, handle compliant contracts, payroll, benefits, and HR administration, and support employee integration into KSE’s culture. The partnership enabled KSE to establish a genuine local presence that boosted fan engagement and recruitment in Germany, accelerated international hiring (shifting setup from months to days), and supported further market expansion after the NFL granted KSE rights in April 2023 to Switzerland and Austria.

Kraft Sports + Entertainment

Miranda MacKenzie

Director of Benefits, Compensation, and Systems