The Detroit Lions are riding high, captivating fans with back-to-back standout seasons. Last year, they dominated the NFC North, thanks largely to their fortress at Ford Field, where they held a 6-2 home record. Now, with a 3-1 home record in 2024, the Lions lead their division once again, with the belief that they are not going to give up that spot. It’s no wonder the likes of Stephen A. Smith have them on the top of their list, even above the Kansas City Chiefs. What’s the formula for their success beyond their game?

It’s a simple yet effective strategy—by focusing on fans’ experience and creating a home-field advantage. Emily Griffin, the team’s Senior Vice President of Marketing & Brand, breaks it down when she sits in an engaging and enlightening conversation in the final episode of EssentiallySports Think Tank Season 1. Our beloved host, Trey Holder, starts the conversation as he points out how the Lions topped the Game Entertainment rankings last season. He then seeks insights from Griffin about how they revamped the fans’ experience.

Griffin explains that they have been enriching the fan experience since 2016 and that the team’s performance plays a big part. The root, as per Griffin, who knows how to build a product and service curated for the fans, is creating a home advantage. She says, “Full stands, incredible energy, loud fans with something great to cheer for. You know, that’s the full circle topic for us. It’s really how do we make sure this is the intimidating place to play for opponents. Because ultimately driving our team to success is our number 1 priority and number 1 payback for our fans and for our business.”

Tasked with bringing new fans, Griffin understands the complicated intricacies of managing a product. Therefore, she admits she had to start with every aspect of it. She details how her team focused on graphics and music and produced elaborate details with the hope of making a firm product. Behind the workings, she points out there were three principles that she had to balance, which eventually produced results.

Detroit Lions—three principles shaping the team’s dominance

Wondering what it takes to build a solid team? Emily Griffin explains, “So, part of what we focus on is entertaining, engaging, and informing. We sort of balanced those three things.” That’s not it. She also highlights the role of their show caller, Jeremy Smoker, who leads their content and games team. The underlying emphasis had been on creating content for social and digital channels and bringing that into the stadium.

Additionally, Griffin stresses ensuring that every moment is energetic and an authentic integration of the fans’ experience with their sponsors. The idea is to present their sponsors without taking away from the fans. She adds, “Anything that they want to do and they want to present to our fans in a way that doesn’t draw back from the fans’ experience. But rather integrates seamlessly way with it.”

To achieve this, Griffin’s team has done some innovative things, which include the use of smart LED wristbands during last January’s playoff games. She concludes the discussion with a feeling of contentment, as she declares, “We have done some incredible things, to add a lights show to our game day experience that feels like no one else has done. So, we are proud of that. But really, at the end of the day, it’s really about the home-field advantage, about noise and energy, and propelling our team to victory.”

Hence, Griffin’s efforts have put fans in charge, and, as a result, they have rallied behind their team and made Ford Field an electrifying and daunting place for the visiting teams. It has produced significant results both on and off the field. That has only boosted the NFL team’s reputation and chances of securing a world title.

In this episode, Emily and her sister Erin Griffin talk about their fascination with football, their background, how they reached where they are, and also their favorite teams. The duo also presents how business and branding have affected the NFL world. To grab it all, watch the full interview!

EssentiallySports Think Tank initiative made all of this possible. The Think Tank aims to accumulate the greatest minds in sports and bring them directly to you. Taking hold of the reins, host and innovator Trey Holder engages in candid conversations with the guests to reveal every detail you would need to grow and learn about leadership and performance. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.