Cologne join forces with with NFL franchise

In announcing the partnership on 24 July, Cologne drew attention to the links both their home city and Detroit have to the automobile industry, in particular Ford.

The car producer was founded in the Michigan city in 1903, while Ford's European headquarters were built in Cologne in 1967. The company has sponsored the Billy Goats for 30 years and has owned the Lions since 1964, with the team playing home games at Ford Field since 2002.

"New collaborations are a fundamental building block for gaining new momentum, gaining new perspectives and reaching new target groups," said Philipp Liesenfeld, Cologne's head of marketing and sales.

"With the Detroit Lions, we have found an ideal partner to mutually expand our global reach and deepen fan engagement. Cologne and Detroit are connected not only by sports, but also by their history as important centres of the automotive industry, which in both cities is linked to the history of the car manufacturer Ford." 

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Ashton Mullinix, senior vice president of consumer revenue & analytics at the Detroit Lions said: "We are very pleased to launch our first international strategic partnership with Cologne, connecting two strong fan communities.

"This collaboration brings together two teams with a proud history. Both clubs have shaped their respective leagues and have deep cultural roots. We look forward to further developing American football globally and creating great experiences for our fans in the US and Germany."

Detroit Lions and Cologne plan to co-operate on numerous communication activities and competitions, while the two clubs will also host American football camps for youngsters at the Billy Goats' training ground.