Detroit DNA: Lions and Ford Extend Partnership, Double Down on Grit and Growth

In Detroit, some things just go together: Coney dogs and Faygo, hard work and a can-do attitude, and the Detroit Lions and Ford Motor Company. The football franchise and automaker are woven together, embodying the same blue-collar spirit, resilience, and unwavering grit that defines Detroiters.  

And now, the Lions and Ford are extending their Ford Field naming rights partnership, which first began in 2002 when the Lions relocated to downtown Detroit after Bill Ford spearheaded the effort of bringing Ford Field downtown. 

Since then, Ford Field has been a cornerstone of that neighborhood’s resurgence. The stadium's presence has drawn many millions of visitors to the area, boosting the local economy and helping solidify Detroit's place on the national stage. Its giant white roof, illuminated at night with blue lighting on the Ford Field logo, has made the facility a recognizable anchor in aerial imagery that appears frequently on live sports broadcasts.  

The extension of the naming rights partnership is rare in today’s sports landscape; it’s the second-longest tenured naming rights partnership across the National Football League’s 30 venues. It runs through the 2036 season.

“Ford and the Lions are perfect partners – two iconic organizations that are both deeply rooted in Detroit,” said Jim Farley, Ford president and CEO. “Ever since Bill Ford spearheaded bringing Ford Field downtown, this stadium has helped drive Detroit’s comeback and hosted some of the biggest events in sports and entertainment. And just like our hometown, our Ford and Lions teams are defined by hard work and grit. So, we couldn’t be prouder to have the Lions and their fans keep calling their home ‘Ford Field.’”

Both the Lions, who played their home games in Detroit from 1934-1974, and Ford, which restored Michigan Central Station and is turning acres of land in the Corktown neighborhood into a tech and cultural hub, have deep roots in the community — and plans to help the city grow and succeed. 

Outside of the Lions, Ford Field has hosted major events including Super Bowl XL, the NCAA Men's Basketball Final Four, and the NCAA Frozen Four. It will host the 2027 NCAA Men's Final Four and is in contention for other high-profile events.  

Beyond sports, Ford Field has become a major concert venue, attracting world-renowned artists and breaking attendance records.