1. FC Köln and NFL’s Detroit Lions Forge Cross-Sport Partnership.
- Roger Hampel
- Jul 26, 2025
- 2 min read
Roger Hampel
Image: 1. FC Köln
1. FC Köln has entered into a multi-year strategic partnership with the Detroit Lions, a founding member of the NFL. The cross-sport, cross-border collaboration aims to grow global fan bases and commercial activation opportunities in Germany and the United States.
Strategic Collaboration with Shared Industrial Heritage
The partnership connects two cities with deep ties to the automotive industry. Ford Motor Company, founded in Detroit in 1903, established its European headquarters in Cologne in 1967. The Lions remain under Ford family ownership, while Ford has been a longstanding sponsor of Köln for over 30 years.
“Köln and Detroit are connected not just through sport but also through their history as automotive hubs, with Ford playing a central role in both cities,”said Philipp Liesenfeld, Managing Director of Marketing and Sales at 1. FC Köln.
Building on History and Tradition 1. FC Köln Detroit Lions
The Lions and Köln share long-standing traditions in their respective sports. The Lions, one of the NFL’s oldest franchises, were established in 1928 and moved to Detroit in 1934. 1. FC Köln, meanwhile, was the Bundesliga’s first-ever champion in 1963/64. 1. FC Köln Detroit Lions
“New partnerships are a vital building block for reaching new audiences and gaining new perspectives,”added Liesenfeld.“With the Detroit Lions, we’ve found an ideal partner to help each other grow internationally and engage fans in new ways.”
Joint Initiatives and Local Activation
The collaboration will be enhanced through joint activities with Ford Germany and Ford U.S., including:
Youth Football Camps hosted at 1. FC Köln’s training center.
Cross-sport brand campaigns aimed at boosting local engagement.
Giveaways and sweepstakes for fans in both countries.
This multifaceted activation strategy aligns with the NFL's growing investment in Germany, where the league sees its largest fan base outside North America.
A Growing Market for the NFL
Germany currently hosts over 19 million NFL fans, with 54% aged between 16 and 34. Regular-season NFL games are scheduled in Germany through 2029, and partnerships like this one with Köln reflect an effort to increase local touchpoints.
“We are thrilled to begin our first international strategic partnership with 1. FC Köln, bringing together two passionate fanbases,”said Ashton Mullinix, Senior Vice President of Consumer Revenue & Analytics at the Detroit Lions.“Both clubs have deep cultural roots and have shaped their respective leagues. We look forward to growing the game of American football and delivering memorable experiences for fans in both countries.”
The collaboration is a prime example of how football and American football organizations are leveraging strategic alliances to expand market presence and cultural relevance. For the Lions, this marks a deeper push into European territory; for Köln, a unique opportunity to tap into the NFL’s growing audience and introduce new fans to the Bundesliga brand.
“This cooperation brings together two clubs with strong histories and shared values, ready to create something meaningful on both sides of the Atlantic.”
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