The announcement that Lucas Oil is now the official Global Partner of the Indianapolis Colts marks a significant evolution in a relationship that has been a cornerstone of both entities for years.1 This is far more than a simple sponsorship; it’s the international expansion of a deep-seated, mutually beneficial partnership. The roots of this collaboration run deep, going back to 2006 when Lucas Oil secured the naming rights for the Colts’ new stadium, a monumental 20-year, $121.5 million deal that cemented the brand’s presence in the heart of Indianapolis. 2Now, with the Colts’ participation in the NFL’s Global Markets Program and a game scheduled in Berlin, this local alliance is primed to take on a new, global dimension.3
The partnership’s foundation has always been built on a shared commitment to community, performance, and excellence. Lucas Oil, a world-renowned manufacturer of high-performance automotive additives and lubricants, is an Indiana-based company with a national and international presence.4 The Colts, a celebrated NFL franchise, are the pride of Indianapolis.5 The two organizations have long worked together on philanthropic initiatives, from annual playground builds to community meal programs, demonstrating a shared investment in the well-being of their hometown.6 This strong local bond has been a key factor in the success of their collaboration, creating an authentic connection with fans that goes beyond the field. The naming of Lucas Oil Stadium has been a masterstroke for both parties, giving the company a massive, high-profile platform and providing the Colts with a state-of-the-art facility that has become a landmark for the city.
The new “Global Partner” status is a direct result of the NFL’s Global Markets Program, which grants teams marketing rights in specific international territories. The Colts have been assigned the DACH region, encompassing Germany, Austria, and Switzerland. This is a particularly strategic market, as the popularity of American football continues to grow rapidly in Europe, and Germany, in particular, has shown a fervent enthusiasm for the sport. The 2023 game in Frankfurt, which saw the Colts play the New England Patriots, was a testament to the strong fan base that exists across the Atlantic. With the Colts set to play in Berlin in the upcoming season, the timing for this international partnership with Lucas Oil could not be better.
This expansion offers a wealth of opportunities for both organizations. For Lucas Oil, it represents a unique and powerful way to grow its global footprint. By aligning with the Colts’ international outreach, Lucas Oil can engage with new customer bases in a meaningful way. The partnership will include a series of events and activations in the DACH region, such as fan rallies, youth football clinics, and the Colts Fan Headquarters leading up to the Berlin game. These on-the-ground initiatives will allow Lucas Oil to connect directly with fans and consumers, showcasing their products and brand identity in a dynamic and engaging environment. The partnership also extends to the digital realm, with Lucas Oil presenting the Colts’ international website and content on the team’s German-language social media channels.7 This digital presence will be crucial for reaching and cultivating a new generation of fans and customers.
For the Indianapolis Colts, the partnership with Lucas Oil as their Global Partner is an invaluable asset in their international strategy. Lucas Oil is a recognized and respected brand, and its support lends credibility and resources to the Colts’ efforts to build a fan base in Europe. The partnership allows the team to leverage a trusted name to create compelling experiences for fans abroad. It’s a testament to the strength of their long-term relationship that they are now able to take it to this new level. The collaboration will help the Colts make a lasting impression in the DACH region, not just as an NFL team playing a single game, but as a franchise with a genuine commitment to the international community.
The Global Partner designation is more than just a name; it signifies a new depth of collaboration. Lucas Oil will not only be a presence at events but will also be the presenting sponsor of the Colts International Fan of the Year award, a program that recognizes passionate fans who are a positive influence in their communities. This initiative further solidifies the partnership’s focus on connecting with individuals and celebrating the global community of Colts fans. The winner will be awarded an all-expenses-paid trip to the NFL Draft, a truly once-in-a-lifetime experience that will create a strong and personal connection between the fan, the team, and the sponsor.
The evolution of this partnership is a masterclass in strategic brand alignment. It started with a monumental, local commitment, and over the years, has grown through shared values, community engagement, and a consistent presence. The decision to now take this partnership global is a natural and logical progression, capitalizing on new opportunities for growth and brand exposure. It demonstrates that the most successful partnerships are not transactional, but rather, are built on a shared vision and a deep understanding of each other’s goals. As the Colts prepare to take the field in Berlin, they will do so with a global partner in Lucas Oil, a partnership that has been years in the making and is now ready to shine on an even larger stage.
