Detroit/Stuttgart | February 4, 2025 – e|motion group, a leading sports marketing agency, is proud to announce that it has secured the exclusive rights to commercially represent the Detroit Lions, one of the NFL's most storied franchises, in the key European markets of Germany, Austria, and Switzerland (DACH region).
This agreement marks a significant milestone in the franchise's international growth strategy and reaffirms the region's growing passion for American football. Under the agreement, the e|motion group will oversee the development and execution of marketing, sponsorship, and fan engagement initiatives aimed to amplify the Detroit Lions' brand in these markets.
With the NFL's popularity surging in Europe - evidenced by sellout "Germany games" and record-breaking TV ratings - and alongside Detroit's very own German-speaking NFL superstar wide receiver Amon-Ra St. Brown, this partnership positions the Lions as a flagship franchise within the DACH region.
"Our partnership with the e|motion group is an exciting step in bringing the Detroit Lions closer to our fans in Europe as we grow our presence in the NFL's Global Markets Program," said Detroit Lions President and CEO Rod Wood. "We're committed to strategically growing our brand in the DACH region, and the e|motion group brings the expertise and local market understanding needed to make that a reality."
With this collaboration, the Detroit Lions join a growing list of NFL teams investing in international expansion as part of the league's "Global Markets Program," designed to build the sport's global footprint. The Lions' move into the DACH region reflects a strategic focus on one of the NFL's most promising international markets.
"We are thrilled to be partnering with the Detroit Lions to bring their exciting brand and rich heritage to Germany, Austria, and Switzerland," said Simon Schleich, Managing Director at e|motion group. "This partnership is not only an opportunity to expand the Lions' presence in the international sports community but also to engage millions of fans who are eager to connect with the NFL and this great franchise."
The partnership will include a wide range of initiatives, such as:
- Sponsorship Development: Collaborating with local and regional companies to create tailored sponsorship opportunities tied to the Detroit Lions brand.
- Merchandising and Licensing Opportunities
