The Detroit Lions of the NFL have announced a new plan to expand their international fanbase. The plan, called the Global Markets Program (GMP), aims to promote American football in countries like Germany, Canada, Austria, and Switzerland where the sport is growing rapidly.
The strategic plan includes marketing campaigns, partnerships with local sports institutions, fan events, and even games and training sessions hosted abroad. The team looks forward to sharing their passion for American football with international fans.
The GMP’s launch on April 1, 2024, will introduce the Lions brand to these key regions through various marketing channels including social media, television ads, and print media. Collaborations with regional influencers and public figures are also in the works to create a personalized brand image.
The plan includes on-ground events, region-specific online content, and additional advertising campaigns aimed at establishing partnerships and connections worldwide. These initiatives will invite a diverse range of sponsors and partners to bolster the Lions’ global reach.
Innovation is a key element of this strategy. The Lions plan to create unique engagement methods suitable for each target region.
Detroit Lions’ strategy for global market expansion
These include social media presence in local languages, youth football education, locally-customized retail goods, and donations. The Lions will also establish training camps and football clinics aimed at fostering the next generation of fans and players.
The GMP was established in 2022 and allows NFL teams to strengthen their brand recognition and support abroad. With approval from the International Committee, NFL clubs can operate internationally for a minimum of five years. This strategy boosts the global visibility of NFL teams and helps connect a diverse fanbase to their sports.
Besides the strategic international development plan, the Detroit Lions have made significant changes in personnel. New players have joined the team, contracts have been re-negotiated under the guidance of EVP/General Manager Brad Holmes and Head Coach Dan Campbell, and new coaches have been added to the staff. In addition, the Lions have recently honored Khali Sweeney, the founder and CEO of the Downtown Boxing Gym, with the 2023 Inspire Change Changemaker Award.
