Barry Sanders Joins Lions Fan Events in Munich as NFL Teams Court German Fans
Detroit Lions great Barry Sanders took part in the team's Munich pub event, where mascot Leo led the cheering, as NFL clubs court German fans ahead of the Patriots game.
Former Detroit Lions running back Barry Sanders was at the center of a lively team event in Munich, where he used a mallet to tap a wooden keg of beer at the Lions' team pub while fans cheered. The moment, reported by WMUR, came ahead of the Lions' game against the New England Patriots on Sunday, as NFL clubs push to build fan bases in Germany.
Mascots take the lead in Munich
Leo, the Lions' German mascot, stood on a table and urged fans to cheer for Sanders during the keg-tapping. Leo has been appearing around Munich all week, with a shaggy mane in the colors of the German flag. The Lions created the character last year to join their longtime mascot, Roary.
The Lions are not alone in this approach. Several NFL teams have introduced German versions of their mascots, including Wolfgang, Fritz and Leo. The Kansas City Chiefs added KC Wolfgang for Germany, while the Atlanta Falcons introduced Fritz Falcon in August 2024. Fritz was also in Munich this week, where he ran a 40-yard dash and tripped during it.
Germany is one of the league's most sought-after markets. Eleven NFL teams hold league-granted marketing rights in the country, the most in the NFL's global markets program. All 11 are holding fan-related events in Munich this weekend.
Fans and league officials on the appeal
Local fan Theresa Goebel, who visited the Lions' fan fest in Munich on Saturday, said fans enjoy mascots performing in the stadium. "We like it when the mascots are running around or making a show in the stadium," she said. "It's very funny, and the atmosphere, we love it."
Alexander Steinforth, general manager of NFL Germany, said clubs need to go further to connect with fans beyond American traditions. He described local angles as important and said a second mascot is one part of a wider effort to feel local. "It's great, it's fun," he said, "but it's just one layer of things that are happening."
Not every team has added a new character. The Indianapolis Colts are promoting their mascot Blue, who was popular in Berlin, through a limited-edition collection with German lifestyle brand Lobster & Lemonade. The New England Patriots are sending their mascot Pat Patriot on the road, where he has visited beer halls and played flag football with local children. The Seattle Seahawks added Bam C. Hawk as an international mascot two years ago.
What comes next
The Lions and Patriots are scheduled to play on Sunday in Munich. Several mascots, including Leo and Fritz, are expected to remain part of the fan activities through the weekend. Sanders' role beyond the keg-tapping event was not detailed in the reports.
For now, the Munich events show how NFL teams are using characters, local partnerships and fan festivals to reach supporters in Germany ahead of the game.
Separately, the Lions' highlight reel from their recent wins over the Minnesota Vikings and Miami Dolphins has drawn attention, and one clip showed a 56-yard touchdown by Amon-Ra St. Brown in Munich, where the Lions' game against the Patriots was played.
Local context: Oktoberfest has long drawn large crowds to Munich, and a separate AP report has described how the city's crowds helped make "Country Roads" a stadium ritual at NFL games.
