This week, the Identity Creative team parlayed the question: “What is it about the Detroit Lions brand that sustains a loyal fan base, no matter how low the team goes?”
We had fun posturing theories and came to a conclusion, at least for now.
Detroit LION’s Unwavering Fans
An enigma continues to baffle NFL enthusiasts and critics alike: it’s the unwavering loyalty of Detroit Lions fans. For over three decades, the Lions have faced disappointing seasons, heartbreaking losses, and a string of dismal statistics. Yet, their fan base stands strong.
You might disagree, but Mike Freeman of USA Today argues that the Detroit LIONS fans are top-tier.
“It’s easy to be a fan when you win a lot. Try being a fan when you lose all the time. Being a (Lions) fan is what it must feel like getting a grand jury subpoena, except every week. No fan base is more dedicated. No fan base fights through all the L’s with such ferocity.” – Mike Freeman
Despite a series of losing seasons, the Detroit Lions have managed to secure a victory where it truly matters – in the hearts of their fans.
So. what’s their secret? Have they been intentional about managing the franchise brand through the years? Not likely.
Intentional Brand Management
Leaders have the potential to steer their organization’s brand by setting a clear mission and vision. Their position allows them to share the mission, identify core values, and hold people accountable to live those values.
Leaders have the authority to bring people into the organization who share the values, mission, and vision–and dismiss those who work against it. From our vantage point, this kind of leadership has not been a consistent part of the LIONS brand for the decades the team has been in Detroit.
Where does the Detroit Lions Brand GRIT come from?
Dan Campbell, the head coach for the Detroit Lions, says it best, “It’s not the first thing you think of. If you go to L.A. You’ve got the sun, you’ve got the beach, you’ve got plenty of other things going, and here [Detroit], man … it’s harsh winters, right? Auto industry. Blue collar. Things aren’t always easy, and I just think that’s what we’re about.”
He’s right. Things haven’t been easy for us Detroiters, not just with our football team.
- Struggling Economy
The Big Three automakers, a central piece of Detroit’s economy, have taken severe hits through the years, from the gas crisis in the early 70s to UAW strikes that take a toll on suppliers and ripple negatively through the local economy. Detroit was hit hard in the 2007-8 global financial crisis, crippling the Motor City.
In 2009, The Guardian wrote, “The city has a shocking jobless rate of 29%. The average house price in Detroit is only $7,500, with many homes available for only a few hundred dollars. Not that anyone is buying.” - Reputation for Crime
As of 2021, Detroit has been ranked the second most dangerous city in America, behind Memphis. It’s a long-held reputation that’s nothing to be proud of.
- Dilapidated Architecture
Andrew Moore documented the sad state of once-grand architecture in his 2010 book, Detroit Disassembled. “…the city of Detroit has fallen into an incredible state of dilapidation since the decline of the American auto industry…Today, whole sections of the city resemble a war zone, its once-spectacular architectural grandeur reduced to vacant ruins.According to Bridge Detroit, “Detroit has directed $48.5 million in bond funding toward tearing down and stabilizing blighted homes.”
- Corruption and Political Scandal
Former Detroit Mayor Kwame Kilpatrick’s Polarizing Legacy Lingers 10 Years After Conviction (WDET 3-17-23)
- Population Decline
The U.S. Census Bureau put 2020’s population tally at 639,111, a drop of 10.5% or almost 75,000 residents from a decade ago. It’s the seventh straight decade Detroit’s population has declined since the census showed the city with nearly 1.85 million residents in 1950. (Detroit News)
The Detroit Lions have faced national ridicule for so many reasons:
- Super Bowl wins: 0
- Super Bowl appearances: 0
- Division titles since 1993: 0
- Division titles since 1970: 3
- Last playoff game win: 1991
- Playoff game losing streak: 8
- The historic 0-16 season in 2008
- Number of times in the playoffs since 1957: 12
- Number of times in the playoffs since established in 1930: 17
- The reputation for winning the least amount of games among all 32 teams!
Maybe getting beaten down made us tougher. Perhaps being the nation’s laughingstock gave us the GRIT to keep fighting the uphill battle to be a winning team.
What does the LIONS brand have that others don’t?
This recent winning season is definitely something new for us Detroiters. Yet, fans have not waivered in their allegiance. It begs the question, “What does the LIONS brand have that other teams don’t?” Why do the Lions have such a large and loyal fan base when they have sucked for so long? There’s no reason for anyone to be a Detroit Lions fan. Or is there?
Fans who Suffer Together, Stick Together
Faithful Fan: Benjamin Capp, 89 years old, LIONS season ticket holder for 66 years!
Some say tragedies are better than comedies because they have more impact and are remembered longer. There’s no question that when people share paths of struggle, they can become a band of brothers.
Detroit Lions Fans have experienced hope, loss, repeat, season after season. It’s as if we have a constant unhealthy desire to be proven right – that maybe, just maybe, next season will be our year! (and this season definitely feels close!)
Defending the Den
The Lions registered the trademark for “Defend the Den” on Nov. 10, 2015 (ESPN)
In a recent podcast, Tim Albert, writer of the “Thrill of Defeat,” talked about the bonding that has taken place in Detroit over the past decades. “Suffering bonds relationships together,” he continued, “when you experience that with other people, it brings you together with others.”
“I remember attending my first NFL game in 2018 with my dad at Ford Field. It was early in the regular season and the very first game that Bill Belichick, Head Coach of the New England Patriots, and Matt Patricia, Head Coach of the Detroit Lions (the former defensive coach for the Patriots), were facing each other as head coaches.
As a big Patriot fan then, I proudly wore my red-white-and-blue-Patriot gear surrounded by a sea of Honolulu Blue, next to my dad, decked out in his Kitna Detroit Lions jersey. What struck me was how passionate Detroit was (magnified by beating the GOAT). Strangers took the empty seat next to my dad, becoming instant comrades in cheers and high-fives.
I faced (mostly friendly) jeering from Lions fans getting in my face to defend the den. Oh, and rubbing it in that they were crushing the Patriots. The passion and zeal of the Detroit LIONS fans at that game is something I will never forget.”
– Abby Thompson, Identity Creative
Away Game Fans
It’s not just in Detroit at Ford Field. LIONS fans travel. In week four of the 2023 season, Detroit played Green Bay and arrived to find large pockets of Detroit fans filling Lambeau Field. According to Fox Sports, “The Detroit presence in Wisconsin was substantial enough that the Packers released a statement afterward imploring their own fans not to sell tickets to outsiders.” Talk about a supporting fan base!
Detroit Unique
The Detroit Lions are what we’ve got. Commisserating or celebrating together, fans can make fun of our team with ridiculously embarrassing stats, and have an “up-yours” attitude toward the naysayers.
We still can be bold and proud of what we bring to the NFL:
- The LIONS have the distinction of creating Turkey Day Game tradition!
- Detroit LIONS fans hold records for roaring with a Stadium Volume over 130 decibels, as loud as an airplane.
- What other team has a former Tight End who has successfully become the team’s head coach (Dan Campbell)?
- Our city comes together with homegrown legendary figures like Eminem, Barry Sanders, Calvin Johnson, and Chad Smith to roar with all grit.
The Unyielding Loyalty of Detroit Lions Fans: A Story of Grit, Culture, and Community
The Detroit Lions may not consistently win on the field, but they have undoubtedly triumphed in creating a fan base that defies convention, united by a shared blend of grit, culture, and a deep-rooted community. Through thick and thin (mostly thin), Detroit Lions fans embody the spirit of #onepride. No matter how low they go, the LIONS are brand-dang winners. Here’s to another season. Go LIONS!
LIONS Fans & Post Contributors: Abby Thompson, Linda Kleist, Bill Kleist, Sheryl Vallus
I think its a pirate mentality. We sail the same seas as the regular country’s (other teams) , but its been so long since we were legitimate. Always looking to “upset” the good teams, and satisfied if we got some recognition for our dangerousness. Now… we are again legit. We can stand justified and true, but still with that same swagger. Leadership has done this. We now earned a place at the table. Loyalty dream fulfilled!
Love it, Chris! Pirate mentality. You’re right that leadership has done this. It’s always about leadership. Great brands are built from the top down with a solid purpose, mission, and vision.
Thanks for sharing your insights!