July 29 – Bundesliga club FC Köln’s latest partnership links arms with National Football League team (NFL) the Detroit Lions.
The Ford connection runs deep with both clubs. The automotive giant has its European HQ in Köln, and the Lions, who play at Ford Field, are owned by Sheila Ford Hamp.
“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, Köln’s Marketing and Sales chief.
The NFL has worked hard to secure a big following in Germany. With 19 million fans there and regular-season games locked in through 2029, Commissioner Roger Goodell has had great success promoting his league in the country.
“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.”
The planned activities are youth camps, cross-promotion campaigns, and the usual giveaway stuff. But Köln need every revenue stream they can get as they feel like a classic elevator team moving up and down divisions. The Lions, meanwhile, are getting first-mover advantage in Europe.
“We are thrilled to begin our first international strategic partnership with 1. FC Köln, bringing together two passionate fanbases,” said Ashton Mullinix from the Lions’ front office. “Both clubs have deep cultural roots and have shaped their respective leagues.”
In an era where Barcelona flogged naming rights to Spotify and PSG became a geopolitical chess piece, Köln’s Ford-facilitated NFL romance looks positively quaint. Hopefully for long suffering Koln fans, the partnership can help the club finally hit top gear.