Detroit City Wire

The Detroit Lions have announced a new partnership with the Koln Marathon, aiming to engage sports fans in Germany and introduce the Lions brand to the local running community.

"This partnership between the Detroit Lions and the Cologne Marathon is a unique and fun one," said Emily Griffin, Senior Vice President of 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 this collaboration, at the 16 km mark of the marathon route, participants will encounter a Detroit Lions hotspot. This area will feature Leo Lowe, the mascot representing Detroit Lions Germany, along with banners in Honolulu Blue. A DJ will play music from Detroit artists for both runners and spectators. Attendees can also enter for a chance to win an autographed jersey or football. Additionally, 500 medal engravings will be distributed through sweepstakes found in the marathon’s Digital Goody Bag.

The Generali Cologne Marathon has been held annually since 1997 and is among Germany’s largest running events. The upcoming race on October 5, 2025, is expected to attract over 36,000 participants across several categories including marathon, half marathon, relay marathon, school marathon, and children’s run. The course passes notable city landmarks before concluding at Cologne Cathedral.

Markus Frisch, CEO of the Cologne Marathon, commented on the collaboration: "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 is part of broader efforts by NFL teams like the Detroit Lions under the league's Global Markets Program—an effort launched in 2022 that allows clubs to apply for international marketing rights outside their home countries for at least five years. Through this program (https://www.nfl.com/news/nfl-announces-18-teams-selected-to-participate-in-the-global-markets-program), teams can conduct fan engagement activities abroad similar to those permitted domestically.

Fans interested in following updates about the Detroit Lions’ activities in Germany can do so via Instagram and TikTok at @detroitlionsdeutsch.