The Detroit Lions and Bundesliga club 1. FC Köln have announced a multi-year strategic partnership to expand the global reach of both organisations, deepen fan engagement in the United States and Germany and collaborate across sports, community and commercial platforms.

The strategic partnership is the latest aspect of the Lions’ long-term strategy to expand efforts in Germany as part of the club’s 2024 entry into the NFL Global Markets Programme and, as part of the initiative, the two teams will develop year-round initiatives, including fan events and activations in both countries, ranging from youth football and soccer clinics to watch parties and other experiences. In addition, co-branded digital and social media content will drive fan engagement and storytelling across both fanbases, while ‘cross-team access’, including hospitality, training camp visits and facility usage in both Detroit and Cologne will be built in. There will also be commercial opportunities, including a shared approach to corporate partnerships and business summits.

“We are thrilled to launch our first international strategic partnership with 1. FC Köln to connect two incredible fanbases,” senior vice-president of consumer revenue & analytics at the Lions, Ashton Mullinix, said. “This collaboration brings together two teams with proud histories, resilient fanbases and unmatched loyalty from their communities. Both clubs helped shape the 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.”

1. FC Köln, founded in 1948, was a founding member of the Bundesliga and remains one of the biggest traditional clubs in Germany. They were crowned as the first Bundesliga champions in 1964, won the title again in 1978 and remain 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 also one of the largest clubs in Europe.

“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,” Philipp Liesenfeld, MD 1. FC Köln pointed out. “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.”