Detroit Lions team up with Koln Marathon to captivate German sports fans
Detroit Lions Forge Exciting Partnership with Cologne Marathon to Boost Brand Awareness in Germany
In a landmark collaboration, the Detroit Lions and the Cologne Marathon have announced a partnership aimed at celebrating the spirit of running while expanding the Lions’ brand within Germany’s vibrant running community. This unique initiative is designed to highlight the significance of sports and wellness in Cologne, where fitness is a core part of the local culture.
Celebrating Achievements on Race Day
Emily Griffin, the Senior Vice President of Marketing and Brand for the Detroit Lions, expressed her enthusiasm about the partnership, stating, “This partnership between the Detroit Lions and the Cologne Marathon is a unique and fun one. We are thrilled to engage with the Cologne community, offering an exciting platform to connect with potential new fans of our team.”
A Dynamic Experience for Runners and Spectators
During the marathon, scheduled for October 5, 2025, the Lions will create a vibrant hotspot at the 16-kilometer mark. This lively area will feature:
- Detroit Lions Germany mascot, Leo Lowe
- Awave of striking Honolulu Blue banners
- A DJ playing a selection of music from Detroit artists
- Opportunities to win autographed jerseys and footballs
Additionally, the Lions will honor the achievements of participants by offering 500 medal engravings through sweepstakes available in the Cologne Marathon’s Digital Goody Bag.
Germany’s Premier Running Event
Since its establishment in 1997, the Generali Cologne Marathon has grown to become one of Germany’s largest running events, drawing an impressive 36,000 participants who compete in various categories, including the marathon, half marathon, relay marathon, school marathon, and children’s run. The marathon route passes many iconic sights, culminating at the renowned Cologne Cathedral, a cherished landmark for both locals and visitors.
International Expansion and Engagement
Markus Frisch, CED of the Cologne Marathon, highlighted the partnership’s significance, stating, “We entered this partnership with the Detroit Lions to build bridges across different sports and connect sports enthusiasts internationally. This idea aligns perfectly with the vision of the Cologne Marathon.”
This strategic partnership is one of several initiatives by the Detroit Lions as part of their long-term strategy to enhance their presence in Germany, coinciding with their entry into the NFL’s Global Markets Program in 2024. The Global Markets Program, which appeared in 2022, allows NFL clubs to explore international marketing rights to foster brand awareness and fan engagement beyond the United States.
Stay Connected with the Detroit Lions in Germany
Fans looking to stay updated on the Detroit Lions’ activities and developments in Germany can follow their journey on social media platforms like Instagram and TikTok at @detroitlionsdeutsch.
As this partnership unfolds, it promises to enrich the sporting culture in Cologne and introduce the Lions to a multitude of new fans.
