Green Bay Packers: The $65M Raise That Turned Fans Into Owners

Legacy, Loyalty, and a Landmark Raise

$65.8M

Total Raised

176,000+

New Shareholders

24 Hours

To Raise $30M+

537,000

Total Shareholders

The Green Bay Packers are unlike any other franchise in professional sports. With a legacy dating back to 1919 and a community-owned model rooted in fan equity, they've long led the NFL in passion and purpose. In 2021, that legacy evolved. The Packers launched their sixth stock sale—this time with a digital edge. Powered by DealMaker, the offering raised $65.8 million in under four months, onboarding over 176,000 new shareholders and setting a new benchmark for fan-fueled capital raises.

The Raise: Bringing Ownership Online

This wasn't the Packers' first stock sale—but it was their first to go fully digital. Tasked with modernizing a campaign of historic scale, DealMaker provided a white-labeled, mobile-optimized portal that turned an old-school paper-based process into a seamless e-commerce experience. Fans could purchase shares in minutes using ACH, credit card, Apple Pay, and Google Pay—with instant confirmations and digital share certificates to match.

And they didn't hesitate.

        $30M+ committed in the first 24 hours
$65.8M total raised
176,000+ new investors onboarded
Every U.S. state, territory, and Canadian province represented

      

The result: a shareholder base larger than the population of Green Bay itself—537,000 strong.

A Nationwide Movement

The Packers' digital raise attracted shareholders from every corner of North America, proving that fan loyalty knows no borders.

Investor Breakdown By Canadian Provinces

Investor Breakdown By US States

The DealMaker Difference: Scale, Speed, and Storytelling

This raise was about more than just capital—it was about connection. DealMaker's real-time analytics helped the Packers monitor engagement by geography, average investment size, and funnel drop-off points. When investor interest surged, our custom-built queue system ensured a stable experience, minimizing cart abandonment and maximizing conversions. The platform supported:

        Mass investor onboarding with automated KYC/AML
Dynamic retargeting to bring fans back into the flow
Branded investor journey fully tailored to the Packers' visual identity
Instant reporting to track campaign KPIs in real time

      

In short, it felt like buying a ticket—but fans walked away with ownership.

More Than Shares—A Stake in the Team

Packers shares aren't about dividends or resale value. They're about pride. Community ownership gives fans voting rights for the board, invitations to annual meetings, and the emotional equity that comes with having a say in the team's future.

That loyalty pays off:

        Shareholders engage with the brand 54% more than traditional fans
They spend more on merchandise, attend more games, and refer others at higher rates
The team has sold out every home game since 1960

      

This offering was a brand multiplier.

Built to Inspire a Movement

The Packers' model is more than a one-off—it's a blueprint. In an era where fan loyalty and brand ownership are merging, this raise showed what's possible when technology meets trust.

From celebrity investors like Billie Joe Armstrong to thousands of Cheeseheads in small towns across America, this raise captured what makes sports powerful: shared ownership, shared purpose, and shared pride.

And as fan-driven sports investing accelerates—from the Oakland Ballers to European "socios" clubs—the Packers' digital raise continues to stand out as the most ambitious and successful of its kind in North America.

A New Playbook for the Industry

The Green Bay Packers offering proves that when teams unlock fan capital, they're deepening loyalty, expanding reach, and future-proofing the franchise.

With DealMaker as their technology partner, the Packers did more than run a campaign. They rewrote the playbook.

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