The naming rights agreement for the stadium will be extended through the 2036 season, the Detroit Lions and Ford Motor Company said today. The Detroit Lions have called Ford Field home since 2002, making it the NFL’s second-longest naming rights agreement.

In a move that reinforces one of the most enduring corporate partnerships in professional sports, the Detroit Lions and Ford Motor Company have announced an extension of the naming rights agreement for Ford Field through the 2036 NFL season. The announcement not only solidifies the stadium’s identity for another decade but also underlines the shared legacy and commitment between the team, the automaker, and the city of Detroit.

Since opening its doors in 2002, Ford Field has served as the iconic home of the Detroit Lions, a franchise rich in tradition and deep ties to the Motor City. With this extension, the Lions and Ford have ensured that Ford Field will remain synonymous with Detroit football for at least 14 more seasons.

The naming rights deal, initially struck over two decades ago, has grown into the second-longest stadium naming rights agreement in the National Football League, behind only Chicago’s Soldier Field, whose name dates back to 1924. While many stadiums have seen their names change with shifting corporate sponsors, Ford Field has remained a symbol of consistency.

In a joint statement, the Lions and Ford emphasized their mutual commitment to the community and to each other.

“We are proud to extend our partnership with Ford Motor Company, a pillar of the Detroit community and an iconic American brand,” said Lions President and CEO Rod Wood. “Ford Field has become more than just a stadium—it’s a place where memories are made, where fans gather to celebrate and support, and where the heart of Detroit beats every Sunday in the fall.”

The relationship between the Detroit Lions and Ford Motor Company goes far beyond typical corporate sponsorship. It’s familial. The Ford family has owned the Lions since 1963, when Henry Ford’s grandson, William Clay Ford Sr., purchased the team. Today, Sheila Ford Hamp serves as the team’s principal owner, continuing the family’s long-standing investment in the franchise.

The synergy between the Ford family and the Lions has translated into a unique blend of corporate backing and personal passion. The naming rights for Ford Field are not just a commercial deal—they’re an expression of that legacy.

“Ford Field represents our family’s deep-rooted connection to this team and city,” said Ford Motor Company Executive Chair Bill Ford. “Detroit is in our DNA, and the Lions are part of our family. This stadium stands as a symbol of resilience, pride, and progress. We are thrilled to continue that story together.”

While the financial terms of the extension were not disclosed, industry analysts estimate modern naming rights deals range anywhere from $6 million to $30 million per year depending on market size, stadium exposure, and team success. Ford’s agreement with the Lions is believed to be one of the more modest but strategically important arrangements in the league, especially when measured by long-term impact.

From an economic standpoint, Ford Field has played a central role in downtown Detroit’s revitalization. Hosting not just NFL games but also concerts, college football games, conventions, and special events, the stadium has brought millions of visitors and substantial revenue to the city since its opening.

In extending the naming rights, Ford continues to demonstrate a commitment to the long-term health and vibrancy of Detroit. It’s not merely about brand visibility—it’s about investing in the community.

“Stadiums like Ford Field are more than sports venues,” said Detroit Mayor Mike Duggan. “They are cornerstones of urban renewal, community pride, and economic development. The Ford family’s ongoing investment sends a powerful message about their faith in our city’s future.”

Opened in August 2002 at a cost of approximately $500 million, Ford Field remains one of the most architecturally distinctive stadiums in the NFL. Built into the existing structure of the old Hudson’s warehouse, the stadium pays homage to Detroit’s industrial heritage while incorporating state-of-the-art amenities.

Over the years, Ford Field has undergone numerous upgrades, including a $100 million renovation in 2017 that modernized suites, improved concourses, and enhanced fan experiences with upgraded video boards and sound systems. The stadium has also become a premier destination for neutral-site college football games, including the Mid-American Conference Championship, the Quick Lane Bowl, and even high school state championships.

With the naming rights now secured through 2036, fans and city officials alike can look forward to continued enhancements and investments in the stadium’s infrastructure.

This news comes at a time of renewed optimism for the Detroit Lions. After decades of frustration and inconsistency, the Lions have emerged as one of the NFL’s most promising teams under head coach Dan Campbell and general manager Brad Holmes. A thrilling 2023 season saw the Lions win the NFC North for the first time since the division’s formation, and Ford Field experienced a resurgence in energy, with sellout crowds and raucous home-field advantage.

The atmosphere inside Ford Field has changed dramatically in recent years. What was once a place of anxious anticipation and occasional despair has become a cauldron of hope, fire, and fan unity. By keeping the stadium’s name intact, the Lions and Ford are preserving the emotional resonance that’s grown around it.

“Ford Field is more than just where we play—it’s where we belong,” said quarterback Jared Goff. “It’s where the fans show up no matter what. Knowing that name will be there for years to come means a lot to all of us in the locker room.”

In an era where stadium names can often feel like fleeting marketing experiments—3Com Park, Enron Field, Crypto.com Arena—Ford Field stands as an exception. The stadium’s name isn’t an ephemeral brand tied to stock trends; it’s a cornerstone of Detroit identity.

That authenticity is precisely why fans, players, and city leaders are applauding the extension. It’s not just the continuity—it’s the meaning behind it.

“You walk into Ford Field and you feel Detroit,” said longtime Lions fan Stephanie Mitchell. “That name represents hard work, loyalty, and family. Changing it would’ve felt like ripping something sacred away.”

Ford Field has also played a significant role in Detroit’s broader cultural and entertainment life. It has hosted some of the world’s biggest musical acts, including Beyoncé, Taylor Swift, U2, and Eminem. It served as the venue for the 2006 Super Bowl, multiple NCAA basketball games, and high school graduations. During the COVID-19 pandemic, the stadium was converted into a large-scale vaccination site—yet another example of its versatility and public service value.

Keeping the name Ford Field helps maintain the stadium’s recognizable identity across different contexts and audiences.

“We often talk about brand alignment, but Ford Field is really about mission alignment,” said Wayne State University sports business professor Dr. Carla Washington. “It represents the intersection of tradition, innovation, and civic engagement.”

With the naming rights locked in through 2036, both the Lions and Ford can now focus on the next phase of growth. For the Lions, that means building on recent successes and aspiring to contend consistently for championships. For Ford, it means continuing to be a civic anchor in a city still forging its comeback narrative.

There are also whispers that the stadium may undergo further renovations or expansions in the coming years. With NFL standards constantly evolving and new fan expectations emerging, it’s likely the stadium will need continued investment to remain competitive with newer venues like SoFi Stadium or Allegiant Stadium.

Having Ford’s name on the stadium not only guarantees financial support—it ensures that any future developments will be guided by stakeholders who understand and value Detroit’s identity.

In the world of professional sports, where stadium names often fluctuate with every fiscal quarter and team identities are increasingly marketed like products, the extension of the Ford Field naming rights agreement feels refreshingly stable. It’s not just a deal—it’s a declaration.

A declaration that tradition still matters.

That community ties run deeper than balance sheets.

And that in Detroit, some names are meant to last.

As the Detroit Lions look to usher in a new era of competitiveness and culture, Ford Field will remain the stage where that story unfolds. And now, with the agreement extending through 2036, fans can continue to fill the stands with pride, knowing that the name above the gate reflects the heart of the city they call home.