Orlando, Fla. — The Detroit Lions weren’t selected to host a home game internationally for the 2024 season, but the team was awarded international marketing rights in four countries on Monday, including Germany, Austria and Switzerland, suggesting a matchup across the Atlantic Ocean could be in the cards in the coming years.
The NFL launched its Global Marketing Program in 2022. The Lions were one of four new teams, along with the Cleveland Browns, Indianapolis Colts and New York Giants, to gain international marketing rights this offseason. It brings the number of participating franchises in the program to 25.
This expansion unlocks various marketing opportunities, such as on-site events aimed at engaging existing fans and attracting new ones, the development of region-specific websites, content and promotional campaigns, as well as the potential to broaden corporate partnerships globally and establish local business collaborations.
Through a media release, the team said it will create specific engagement strategies tailored to the unique characteristics of each market, including the launch of social media profiles in the native languages of each respective area. The club also plans to cultivate and engage its fanbase in these regions through initiatives such as youth football education, localized retail and merchandise offerings and philanthropic efforts.
In addition to the four teams joining the Global Marketing Program, the league also added new markets this offseason in Argentina, Columbia, Japan, South Korea and Nigeria.
Growing the game of football in Germany has been a notable focus for the league, with regular-season games debuting in the country last season. The Lions are one of eight franchises, a quarter of the league, that now have marketing rights in the country. Similarly, six of those teams have rights in Austria and five in Switzerland.
The Lions also became the third NFL team with marketing rights in Canada on Monday, joining the Minnesota Vikings and Seattle Seahawks.
NFL clubs can apply for rights to international markets by submitting proposals to the International Committee for review each spring. Clubs are awarded rights for at least a five-year term through the program.
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@Justin_Rogers