The NFL is broadening the Detroit Lions’ global presence and enabling them to expand their brand in four international markets. In recent years, the NFL’s Global Markets Program has aimed to increase the visibility of its teams worldwide. Presently, the league has marketing agreements with 25 teams spanning 19 countries, and the Detroit Lions are now included in this initiative.
In a recent announcement on Monday, the NFL revealed plans to extend the Lions’ brand recognition to four international markets starting April 1: Germany, Canada, Switzerland, and Austria.
The Lions expanded on this opportunity in a press release:
“This expansion unlocks various marketing opportunities, such as on-site events aimed at engaging existing fans and attracting new ones, the development of region-specific websites, content, and promotional campaigns, as well as the potential to broaden corporate partnerships globally and establish local business collaborations. The Lions will create specific engagement strategies tailored to the unique characteristics of each market, including the launch social media profiles in the native languages of each respective area.
“Looking ahead, the club plans to cultivate and engage its fanbase in these regions through initiatives such as youth football education, localized retail and merchandise offerings, and philanthropic efforts.”
Teams are granted at least a five-year period to engage in activities within an international market, often sharing space with other NFL teams. For instance, Germany accommodates 10 teams, including the Lions, Austria has six, Switzerland has five, and Canada has three.
Exposing these four countries to Lions football presents the potential for an international game to be played in any of these countries, with Germany being the most probable destination. In the previous season, the NFL held its inaugural game in Frankfurt, Germany, featuring the New England Patriots and Indianapolis Colts, both actively marketing their teams through the NFL’s Global Markets Program.
Germany is set to host another game in 2024, with the Carolina Panthers announced as the home team, another team already present in this market. Notably, the Lions do not face the Panthers in their schedule this season, ruling out the possibility of being their opponent.
In 2024, the NFL’s other international games include the Chicago Bears, Minnesota Vikings, and Jacksonville Jaguars, all hosting games in London, aligning with their presence among the six teams operating in the United Kingdom.
While the Lions won’t be making the trip to Germany this season, the NFL is establishing the foundation for potential overseas ventures in the future. It’s now incumbent upon the Lions to seize this opportunity and expand their fan base accordingly.
