On Friday, April 11, 2025, the American Marketing Association invited students interested in a marketing career to tour Detroit’s Ford Field.
A group of 25 students had the opportunity to explore the stadium, including the field, press rooms, suites, locker rooms, and other behind-the-scenes areas before hearing from the Detroit Lions’ Marketing Event Coordinator.
The event began with a welcome from Chris Judd, the Assistant Management Director for the Safe Management Department at Ford Field. He invited students, took attendance, and introduced the tour guide.
Erica Roman, an Operations Assistant Supervisor and official tour guide at Ford Field, led the group. She began by sharing history about the stadium and its surroundings.
"The cobblestone paths on the first floor are actually the original roads of Detroit," Roman said. "Detroit was one of the first cities to pave roads for bikes, and we wanted to preserve that history."
Built in 2002, Ford Field moved the Detroit Lions from the Silverdome to the heart of the city.
"We wanted this stadium to be a major attraction for Detroit, just like our neighbors at Comerica Park," Roman said.
Roman then guided the group to the west side of the stadium, where they viewed the original structure of the 1920 Hudson’s Warehouse, a significant piece of Detroit’s history.
Tour guide Erika Roman discusses the scoreboard control room's functions
Next, Roman led the group to the upper floors to explore the suites, press areas, and recording booths. One deluxe suite, which fits 20 people and includes a built-in bar and private bathroom, costs between $20,000 and $40,000 per game, depending on the opposing team. The students were also able to sit in the press section, explore the radio broadcast system, and visit the media suite.
The AMA tour group visited the post-game interview room.
The tour experience was unique because it occurred just two days before the first Michigan Panthers home game of the season. As a result, the field and locker rooms were prepared for the Panthers rather than the Lions, and all NFL sponsorships had been replaced with their UFL counterparts. Judd explained that if a Lions game were approaching, a tour like this wouldn’t be feasible due to the preparations required.
Roman and O'Brien discuss working at Ford Field and with the Lions
The group then moved to the basement, where they sat in the home team locker room and met Faelan O’Brien, the Detroit Lions' Marketing and Events Manager. O’Brien shared her career journey, explaining that after graduating from Michigan State University in 2023, she leveraged her marketing experience with varsity sports to secure an internship with the Detroit Lions. She began working in June to help prepare for the team’s training camp, aiming to create the best fan experience possible. O’Brien emphasized that most marketing careers in sports begin with internships, which often lead to full-time roles.
Once hired full-time by the Lions, O’Brien worked extensively on partnerships, particularly with Rocket Mortgage. During the off-season, she and her team of six manage various fan engagement initiatives, including the "Cub Club" and "Pets Club," as well as game-day events. O’Brien oversees a 20-person "hype squad" responsible for promotions, social media, and advertising.
After explaining her experience with marketing, O’Brien opened the floor to questions. O'Brien was asked about challenges she faced as a young woman in sports.
“Being a woman and being on the younger side made me even more nervous coming in," O'Brien said. "I was always very open and upfront with my opinions, but I made sure not to step on any toes. I had to find that balance … being a woman in sports is kind of a new thing though. Part of being in a sports organization is catering to everyone, regardless of what community they're in, and being in a minority is a strength in that asset.”
O’Brien shared some advice for students entering the workforce.
"Know your stuff, do it well, and have confidence in yourself," O'Brien said. "Don’t be shy — show your true colors through your work and personality."
After exchanging contact information with O’Brien, students were taken onto the field to see the stadium from below. With 65,000 seats surrounding them, they had the chance to take photos and continue conversations with Roman and O’Brien. The students left with inspiration and information about the inner workings of marketing in sports.
The group of 25 all managed to fit into the player elevator on their way to the locker room.
