Case Study
Detroit Lions
Canadian Fan Engagement
The Detroit Lions wanted to grow their presence in Canada through experiences that felt true to the team. As its Canadian agency partner, XMC brought the Ford Field game-day atmosphere to watch parties in Windsor and London, pairing fan engagement with insights to inform future market development.
MISSION
Increase the Detroit Lions' fanbase and commercial footprint in Canada by creating authentic, high-impact experiences that celebrated existing fans while introducing new audiences to the brand.
The program aimed to replicate the excitement of game day, generate measurable engagement and position the Lions for sustained growth in the Canadian market.
DELIVERY
XMC managed two large-scale watch parties from planning through delivery.
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Led event strategy, production, vendors, staffing and guest experience.
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Coordinated brand ambassadors and cross-border asset transportation.
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Delivered Canadian market insights and recommendations for future partnership opportunities.
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ADDITIONAL SERVICES DELIVERED
Experiential Marketing · XSS · Digital Strategy & Campaigns
RESULTS
The watch parties drew thousands of fans and generated participation beyond the venues through social activity and sweepstakes entries. These figures establish audience engagement; they do not measure changes in fan loyalty or commercial revenue.
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3,500+ — Attendees across the two watch parties
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2M+ — Social impressions
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2.2K+ — Social media mentions
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1,000+ — Sweepstakes entries
