Sheila Ford Hamp Principal Owner & Chair at Detroit Lions | Detroit Lions
Sheila Ford Hamp Principal Owner & Chair at Detroit Lions | Detroit Lions
The Detroit Lions and the Koln Marathon have announced a partnership aimed at connecting with Germany's running community and expanding the Lions' brand presence in the country. The collaboration was made public ahead of the 2025 Generali Cologne Marathon, which is scheduled to take place on October 5 and is expected to draw more than 36,000 participants.
"This partnership between the Detroit Lions and the Cologne Marathon is a unique and fun one," said Emily Griffin, Senior Vice President, Marketing and Brand for the Detroit Lions. "We recognize how crucial sports and fitness are to the Cologne community and we were thrilled at the chance to not only commend that, but to tap into it directly by being a first-time partner at the race. We are excited to introduce new, potential fans to our team and to further integrate ourselves in the Cologne community, and country as a whole."
As part of their involvement in this year's marathon, the Detroit Lions will host an activation zone at the 16-kilometer mark featuring their Germany mascot Leo Lowe, themed banners, music from Detroit artists played by a DJ, as well as opportunities for participants and spectators to win prizes such as an autographed jersey or football. In addition, through sweepstakes available in the event's digital goody bag, 500 medal engravings will be given away.
The Generali Cologne Marathon has been held since 1997 and has grown into one of Germany's largest running events. Its course passes many notable landmarks before finishing at Cologne Cathedral.
Markus Frisch, CEO of the Cologne Marathon, commented on the partnership: "We entered a partnership with the Detroit Lions because it builds bridges across different sports and connects sports enthusiasts internationally. This idea fits perfectly with the Cologne Marathon."
This initiative forms part of a broader strategy by the Detroit Lions following their entry into the NFL’s Global Markets Program in 2024. The program allows NFL teams to apply for marketing rights outside of North America with activities including fan engagement events and commercial opportunities. Clubs receive international marketing rights for at least five years after submitting proposals reviewed annually by an International Committee.
Fans interested in following updates about Detroit Lions activities in Germany can do so via Instagram or TikTok at @detroitlionsdeutsch.
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