NFL’s Global Expansion and the German Market

The NFL has long been interested in expanding its brand beyond the United States. This has led to the scheduling of international games in locations like London and Mexico City. As the NFL looks to broaden its reach, Germany has emerged as a significant focus for international games. Germany has a long-standing passion for American football, with leagues such as the German Football League (GFL) and a strong fan base for the sport. In 2022, the NFL made it clear that it intended to schedule games in Germany, marking a new chapter in its efforts to globalize the sport.

For years, London has hosted regular-season games, with teams from the NFL playing in Wembley Stadium and more recently in Tottenham Hotspur Stadium. In 2022, the NFL also began to expand its reach into Germany, with games held in Munich. The league’s goal is to build a global fan base, and it sees Europe as a prime market for American football.

Germany stands out as a particularly important market. The country boasts a well-established American football culture, with significant viewership and participation rates. In 2022, the NFL played its first-ever game in Munich, when the Tampa Bay Buccaneers faced the Seattle Seahawks. The game was a resounding success, drawing more than 69,000 fans and showcasing the enthusiasm for the sport in Germany. In response, the NFL committed to returning to Germany in the future, with plans to expand the number of games held in the country.

For the 2025 season, the NFL had planned to include multiple international games, and Germany was set to play a key role in that strategy. Teams would be selected to travel to Munich or Frankfurt to compete, bringing the excitement of the NFL to a wider European audience. However, despite this focus on Germany, not all teams would be chosen for these games, and the Detroit Lions will not be one of the franchises to participate in these international contests in 2025.

The Detroit Lions: A Franchise in Transition

The Detroit Lions are one of the NFL’s oldest and most storied franchises, founded in 1930 as the Portsmouth Spartans. Over the years, the team has experienced a wide range of successes and struggles, with occasional periods of greatness offset by long stretches of mediocrity. The Lions have a passionate and loyal fan base, and despite their lack of recent success, they continue to be a vital part of the NFL’s landscape.

In recent years, the Lions have been in a period of rebuilding. Under the leadership of General Manager Brad Holmes and head coach Dan Campbell, the team has been focused on developing young talent and building a more competitive roster. The 2022 season, in particular, marked a turning point for the Lions as they showed signs of improvement, though they ultimately missed the playoffs. Nevertheless, their competitiveness and promising young core suggest that the Lions are heading in the right direction.

Despite this optimism, the Lions have not been a team that has been prominently featured in international games. Historically, the NFL has selected teams based on a variety of factors, including marketability, fan interest, team performance, and geographical considerations. Teams with larger, more national fan bases or those with a strong international following have often been chosen for games in London, Mexico City, or Germany. The Lions, though a beloved team in their own right, do not have the same level of widespread appeal or marketability as other franchises like the Dallas Cowboys, New England Patriots, or Green Bay Packers.

Moreover, the NFL has sought to send competitive and high-profile teams to international games to ensure that these contests generate the maximum interest and excitement. While the Lions have a dedicated fan base, their on-field struggles over the past several decades have limited their appeal in a broader international context. This may be one of the factors contributing to the decision not to include them in the 2025 slate of games in Germany.

Why the Lions Won’t Play in Germany in 2025

There are several reasons why the Detroit Lions will not be participating in international games in Germany in 2025. These reasons range from practical considerations about team logistics and the NFL’s selection process to broader strategic decisions aimed at maximizing the league’s reach and revenue.

1. Team Performance and Marketability One of the key factors in determining which teams play in international games is their overall marketability. The NFL wants to showcase high-profile teams that have large and diverse fan bases. Teams like the New England Patriots, the Dallas Cowboys, and the Kansas City Chiefs fit this mold, as they not only perform well on the field but also have a global following. While the Detroit Lions have a strong and loyal fan base, their lack of sustained success on the field may make them less attractive for international markets. The NFL often prefers to feature teams that have been consistently competitive and are known to attract attention both domestically and abroad.
2. Geographical and Logistical Considerations Another factor in the decision-making process is the geographical location of the teams involved. The NFL has traditionally sought to feature teams that have a larger footprint in the international market, particularly in Europe. Teams located on the East Coast, such as the New York Giants or the Philadelphia Eagles, are more likely to be chosen for international games because of their proximity to Europe. While the Detroit Lions are a major team in the Midwest, their location in Detroit, Michigan, does not provide the same logistical advantages for international travel.
3. Fan Base and International Engagement The NFL’s strategy of expanding internationally is built on cultivating and engaging a passionate fan base abroad. While Germany is a growing market for American football, the NFL is likely to prioritize teams with an established international following. The Lions, despite their proud history, do not have as large an international following as some of the league’s more marketable teams. This means that while their games would likely attract local interest, they might not generate the same level of excitement as games involving high-profile teams like the Buffalo Bills or the San Francisco 49ers.
4. Scheduling and Availability The NFL’s international games require teams to commit to specific scheduling arrangements that include travel, practice schedules, and accommodations. Some teams, depending on their regular-season schedules and internal priorities, may not be as willing or available to play abroad. The Lions’ schedule in 2025 may not align with the NFL’s international game offerings, or they may simply not be selected for the German games for that particular year.
5. Strategic Rotations The NFL has made a concerted effort to rotate teams in and out of international games to ensure that different franchises get the opportunity to showcase their talent abroad. This means that while the Detroit Lions may miss out on international games in 2025, they may be featured in future seasons. The NFL tends to prioritize variety in its international offerings, ensuring that new teams are regularly showcased in order to maximize the overall appeal of its global strategy.

The Future of the Detroit Lions and International Games

While the Detroit Lions will not be playing in Germany in 2025, their time may still come. The NFL’s international strategy is evolving, and with the continued growth of the sport globally, the Lions could very well be part of future international games. As the team continues to improve and build a more competitive roster, the likelihood of their inclusion in future international matchups could increase.

The league’s focus on Germany, along with other international markets like the United Kingdom and Mexico, is likely to expand in the coming years. As the NFL continues to broaden its reach, the Detroit Lions may eventually be selected for one of these exciting contests. For now, the Lions’ fans can take solace in the fact that their team is trending upward and that international recognition could follow in time.

In conclusion, while the Detroit Lions will not be playing in Germany in 2025, their potential for international exposure remains. The NFL’s international expansion strategy is still in its early stages, and the Lions may be called upon to represent their team on the global stage in the future. For now, Lions fans can continue to support their team at home, knowing that the future holds exciting possibilities for their beloved franchise.