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Lions, 97.1 The Ticket Extend Partnership

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  Published in Media and Entertainment on Wednesday, February 18th 2026 at 17:31 GMT by The Oakland Press
      Locales: Michigan, UNITED STATES

Detroit, MI - February 18th, 2026 - The Detroit Lions and 97.1 The Ticket, the city's leading sports radio station, have officially announced a multi-year partnership extension, solidifying a relationship that has been quietly building for some time. While the initial announcement on Wednesday focused on expanded broadcast coverage, promotional opportunities, and community engagement, a closer look reveals a strategic alignment designed to capitalize on the Lions' recent surge in popularity and the station's established position as the voice of Detroit sports.

For years, 97.1 The Ticket has been the radio home for Lions fans. However, this isn't merely a continuation of status quo; this partnership signifies a deliberate escalation of commitment from both sides. Brian York, Lions Vice President of Business Development, described the deal as "building on" an existing relationship, suggesting this is less a new beginning and more a powerful expansion of a long-held synergy. This renewal comes at a crucial time for the Lions. After decades of struggle, the team has emerged as a legitimate contender, fueled by strong coaching, a dynamic roster, and enthusiastic fan support.

Beyond the Broadcast Booth: What's Included in the Deal?

The press release highlights expanded broadcast coverage - pre-game, post-game, and potentially even in-game content - but the real value lies in the opportunities for integrated marketing and community outreach. In 2026, the landscape of sports media consumption is drastically different than even five years prior. Fans aren't simply tuning into radio broadcasts; they're engaging with content across multiple platforms - podcasts, streaming services, social media, and more. 97.1 The Ticket, under the leadership of Senior Vice President Mike Finlay, has already demonstrated a strong ability to adapt to this evolving environment.

Expect to see a significant increase in co-branded content, including exclusive interviews with players and coaches, behind-the-scenes access to training camp, and digitally-driven contests and giveaways. The station's popular morning show, "The Morning Drive," is likely to feature more frequent and in-depth Lions coverage, while digital platforms will see a proliferation of Lions-related podcasts and video segments.

Community Engagement: A Winning Formula

The commitment to "community engagement initiatives" is particularly noteworthy. In Detroit, sports teams aren't just entertainment providers; they're integral parts of the city's fabric. The Lions and 97.1 The Ticket are well-positioned to leverage their combined reach to support local charities and organizations. We can anticipate joint appearances by players and on-air personalities at community events, fundraising drives, and youth sports programs. This type of collaborative effort not only enhances the teams' brand image but also fosters a deeper connection with the fan base.

The Competitive Landscape & Regional Impact

This partnership also has implications for the broader Detroit sports media landscape. While several other radio stations and digital outlets cover the Lions, 97.1 The Ticket's exclusive access and strong relationship with the team give it a distinct advantage. This could lead to increased listenership and digital engagement, further cementing its position as the dominant sports radio station in the region. The partnership could also influence advertising revenue, as businesses seek to align themselves with the popular team and the station's widespread reach.

The deal also reflects a growing trend in sports broadcasting: the blurring lines between traditional media and team-owned content. While the Lions maintain control over their official broadcasts and digital platforms, partnerships like this allow them to extend their reach and influence through trusted third-party sources like 97.1 The Ticket. It's a win-win scenario: the team gains valuable exposure, and the station benefits from exclusive content and increased audience engagement.

What's Next?

The coming weeks will likely see a rollout of specific promotional events and community programs. Fans can expect to hear more details about exclusive content offerings and opportunities to interact with their favorite Lions players and personalities on 97.1 The Ticket's platforms. The partnership represents a significant investment in the Detroit sports community and a clear signal that both the Lions and 97.1 The Ticket are committed to building a long-term, mutually beneficial relationship.