Case Study
Detroit Lions Canadian Fan Engagement Program
To accelerate the Detroit Lions' growth in Canada, XMC was selected as the NFL team’s Canadian Agency of Record to develop and executed a series of large-scale fan experiences that brought the Ford Field game day atmosphere north of the border.
Through immersive watch parties, strategic market insights and localized fan engagement, the program strengthened the team's Canadian presence while creating memorable experiences that deepened fan loyalty and attracted new audiences.
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 planned and executed two large-scale watch parties in Windsor and London, Ontario, overseeing strategy, production, staffing, vendor management, logistics, brand ambassador recruitment and guest experience.
The team also delivered Canadian market insights, managed cross-border asset transportation and developed recommendations to support future corporate partnerships and long-term market expansion.
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Experiential Marketing · XSS · Digital Strategy & Campaigns
RESULTS
The Detroit Lions Canadian Fan Engagement Program successfully demonstrated the opportunity for sustained franchise growth north of the border, combining immersive fan experiences with strategic market insights to establish a foundation for long-term expansion.
Through two large-scale watch parties, XMC recreated the excitement of a Ford Field game day in Canada, delivering premium fan experiences that strengthened loyalty among existing supporters while introducing the Lions brand to new audiences.
The program attracted 3,500+ attendees, generated 2.2K+ social media mentions and more than 2 million social impressions, while driving 1,000+ sweepstakes entries, distributing 3,000+ branded giveaway items and awarding 2,000+ fan prizes. These activations created meaningful engagement before, during and after game day, extending the reach of the Lions beyond the event footprint and fostering an active Canadian fan community.
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Operationally, XMC managed every aspect of program delivery, including event strategy, production, vendor management, staffing, cross-border logistics, brand ambassador management and stakeholder communications, ensuring seamless execution across multiple markets.
