DETROIT – The Detroit Lions and Bundesliga club 1. FC Köln (1. FC Cologne in English), have today announced a multi-year strategic partnership to expand the global reach of both organizations, deepen fan engagement in the United States and Germany, and collaborate across sports, community, and commercial platforms.
"We are thrilled to launch our first international strategic partnership with 1. FC Köln to connect two incredible fanbases," said Ashton Mullinix, Senior Vice President of Consumer Revenue & Analytics for the Detroit Lions. "This collaboration brings together two teams with proud histories, resilient fanbases, and unmatched loyalty from their communities. Both clubs helped shape their leagues in their respective countries in countless ways, have deep cultural roots, and a strong sense of pride. We are excited to grow the game of American football globally and create meaningful experiences for our fans both in the United States and Germany."
As part of the agreement, the Detroit Lions and 1. FC Köln will develop year-round initiatives, including:
- Fan events and activations in both countries, including youth football and soccer clinics, watch parties, and other experiences
- Co-branded digital and social media content, driving fan engagement and storytelling across both fanbases
- Commercial opportunities including a shared approach to corporate partnerships and business summits
- Cross-team access, including hospitality, training camp visits, and facility usage in both Detroit and Cologne
- FC Köln is a professional football club from Cologne, Germany and a founding member of the Bundesliga.
Founded in 1948, 1. FC Köln is one of the biggest traditional clubs in Germany. FC were crowned the first Bundesliga champions in 1964 and won the title again in 1978. In total, FC are one of Germany's most successful clubs as three-time German champions and four-time DFB-Pokal winners. With over 150,000 members, 1. FC Köln is one of the largest clubs in Europe and intends to position itself as the most modern traditional club in the coming years. FC are looking to branch out to new audiences, with lifestyle brand, WE:FC leading the way to reach new fans and, at the same time, give a new outlook on the club for existing supporters. This and many other exciting collaborations are the starting point for this vision.
"Cologne and Detroit are not only linked by sport, but also by their history as an important location for the automotive industry. In this case, both cities have historical links to the car manufacturer, Ford," said Philipp Liesenfeld, Managing Director at 1. FC Köln. "New collaborations are an elementary building block for gaining new impetus, adopting new perspectives and tapping into new target groups. With the Detroit Lions, we have found an ideal partner to mutually expand our global reach and deepen fan engagement."
This strategic partnership is one aspect of the Detroit Lions long-term strategy to expand efforts in Germany as part of the club's 2024 entry into the NFL's Global Markets Program. First launched in 2022, the Global Markets Program awards NFL clubs international marketing rights to build brand awareness and fandom beyond the U.S., through fan engagement, events and commercial opportunities. NFL clubs can apply for rights to international markets by submitting proposals to the International Committee for review each year. Clubs are awarded rights for at least a five-year term through the program, and during this period can pursue activities in that international market that are consistent with what they can do in their home market.
