Björn Werner is the ‘German Pat McAfee’ bringing the NFL, Colts and Bromania to the masses

Björn Werner signed autographs for throngs of NFL fans at a bustling Berlin plaza Saturday, navigating through crowds eager to get their memorabilia signed by the German football star. Though his Indianapolis Colts jersey—now the top-seller in Germany—was the most common item, fans also presented footballs, scarves, miniature helmets, and even a cleat.

Despite a brief three-season NFL career cut short by injuries, Werner has become a cultural phenomenon in his homeland. As a TV commentator and media personality, his influence on American football’s growing popularity in Germany is undeniable.

“We’re in the biggest city in Germany, and we’re surrounded by football fans,” Werner told The Associated Press while continuing to sign items and pose for selfies. “I’m just thankful to be here.”

The event was part of a Colts rally in Potsdamer Platz, held the day before Indianapolis faces the Atlanta Falcons at the Olympiastadion—marking the NFL’s first regular-season game in the German capital. While Hall of Fame running back Edgerrin James was also featured at the rally, Werner’s presence created such excitement that security guards had to create space for the Berlin native to move through the crowd.

“I think the Colts can be very proud of what they’ve built here—and the game hasn’t even been played yet,” Werner remarked. “Sunday’s going to be fun.”

The 35-year-old has built a media empire in Germany. The night before the rally, he co-hosted “Bromania,” an annual event coinciding with NFL games in Germany that has become a passionate celebration for German football fans. His transformation into a media personality prompted Colts offensive tackle Bernhard Raimann to describe him as “the German Pat McAfee.”

Werner’s journey to NFL stardom began at Florida State, where he was named ACC Defensive Player of the Year in 2012 as a defensive end. He entered the NFL draft early, with the Colts selecting him 24th overall in 2013. Though his professional career included four sacks in 2014, knee and back injuries limited him to just three seasons.

In a 2021 appearance on the Pat McAfee Show, Werner acknowledged Colts fans’ disappointment with his short career but expressed pride in overcoming doubters at every level. “I lived my dream. It was amazing. I had a great time,” he told his former teammate.

Werner’s post-playing career has flourished through media ventures. Alongside Patrick “Coach” Esume, he launched the Football Bromance podcast before the 2019 NFL season, which has expanded into Bromance Sports, a full sports media and promotions company. The pair also co-host an NFL show for RTL, the league’s German broadcast partner.

At Friday night’s Bromania event, Werner became emotional addressing fans. “We’ve reached a point where this atmosphere, and the Bromanias, have really started to get NFL teams talking about it,” he said. “NFL teams are saying, wait a minute, we have to go there.”

This enthusiasm aligns perfectly with the NFL’s international growth strategy. Alexander Steinforth, NFL Germany general manager, highlighted Werner’s importance to the league’s expansion efforts. “There’s a lot of work in the field of growing the game. That’s why it’s really helpful to have him and others like Sebastian Vollmer being public faces for the sport and the league over here,” Steinforth told the AP.

Steinforth emphasized that football’s complex rulebook makes local personalities even more valuable. “That’s why it’s even more important to have faces and names that speak your language, that maybe share some of your cultural heritage and that you can relate to,” he explained. “If that then comes together with a personality that is really outgoing, is entertaining and can explain the sport, that’s kind of the best-in-class combination that we could hope for.”

The Colts recognized Werner’s cultural influence by naming him a “Colts ambassador” for Germany and Austria in 2024—eleven years after drafting him as a player. This partnership appears beneficial for both parties, with Colts co-owner Kalen Jackson praising Werner during the Bromania event: “He genuinely, though, is so instrumental to the impact we’ve been able to make here.”

The Colts are among 11 NFL teams with commercial rights in Germany through the NFL’s global marketing program. Saturday’s rally featured Colts cheerleaders alongside appearances by players Kenny Moore II, Maximilian Mang, and Raimann.

Werner’s popularity is reflected in merchandise sales, with his No. 92 Colts jersey leading all NFL jersey sales in Germany this year—ahead of star receivers Justin Jefferson and Amon-Ra St. Brown. At Saturday’s rally, Werner-branded items were prominently featured, including his blue Colts jersey (€130), a black “92” hoodie (€100), and T-shirts (€55).

Fans at the event cited Werner’s authentic personality as the key to his popularity. Tina Gorldt, wearing a Werner T-shirt, explained, “He’s made a big impact, him and Coach Esume. They’re funny guys. They’re just joking all the time.”

Benjamin Mros, who got his Werner jersey autographed, agreed with this assessment: “He’s a normal guy,” Mros said, “that’s why he’s so popular.”