By Richard Dalton
A Bold Promotion in 1934 That Changed NFL History
The Detroit Lions’ now-iconic Thanksgiving Day tradition began not with the NFL, but with the imagination of a businessman.
In 1934, G.A. Richards — a radio executive who had just purchased the Portsmouth Spartans and moved them to Detroit — faced a problem. The Lions were good, but Detroit was a baseball town. The Tigers had gone to the World Series that year, and the Lions struggled to draw big crowds.
Richards used what he knew best: media.
He owned WJR, one of the most powerful radio stations in America, and he convinced the NBC Radio Network to broadcast a Lions game nationwide on Thanksgiving Day.
It was an instant sensation.
More than 26,000 fans packed the University of Detroit Stadium — a sellout — and millions heard the Lions coast-to-coast. They were playing the undefeated Chicago Bears, their fiercest rival, and the national broadcast made the game a spectacle.
That single bold move “locked” Detroit into the nation’s consciousness as the home team of Thanksgiving.
The NFL Makes It Official
The success was so overwhelming — and the Lions drew such massive attention — that the NFL simply kept them there.
Year after year, Detroit continued playing on Thanksgiving morning or afternoon, even through World War II (when many franchises halted operations). The league found the Lions consistently delivered:
- Big holiday crowds
- Strong national interest
- A stable northern franchise during difficult years
By the 1950s, the NFL was expanding its TV presence, and the Lions’ Thanksgiving game became one of the first nationally televised games in league history, strengthening the tradition even further.
In 1966, the Dallas Cowboys joined as the late-afternoon Thanksgiving host — but Detroit kept the early game, by history, by tradition, and by contractual expectation.
Television Makes Thanksgiving Detroit’s “Super Bowl”
By the 1960s and 70s, Thanksgiving football had become a cornerstone of American culture. Millions who never watched another Lions game all season watched the one on Thanksgiving.
For the franchise, this became a marketing gift from heaven:
1. Guaranteed National Spotlight Every Year
Even during the team’s lean decades, the Lions never disappeared from national TV.
One day a year, every American football fan sees Honolulu Blue.
2. Recruiting and Branding Power
Players — even free agents — know the Lions have a guaranteed national showcase.
Sponsors love it.
Young fans discover the team.
Families across the country associate Detroit with Thanksgiving.
3. Massive Home-Field Advantage
The Lions always play at home — the fans, the noise, the Ford Field environment — all under their control.
4. Economic Impact for Detroit
Hotels, restaurants, bars, downtown traffic, and the national “spotlight moment” help the city every year, making Thanksgiving a true civic event.
5. Identity and Tradition
No matter what happens season to season, the Lions have something no other franchise can take away:
They are woven into the fabric of the American holiday calendar.
Why the NFL Has Never Taken Thanksgiving Away
The NFL is highly protective of its traditions, and Detroit’s hold on Thanksgiving is one of the oldest in the league. Despite tough seasons, the Lions were never removed because:
- They invented the idea of Thanksgiving football as a marketing strategy.
- They consistently drew large national audiences.
- The league values its historic franchises and traditions.
- Detroit fans show up — year after year, generation after generation.
And now, with the current Lions resurgence, the Thanksgiving game isn’t just sentimental — it’s one of the marquee TV events of the season.
Conclusion: Detroit’s Thanksgiving Legacy Is One of the NFL’s Great Success Stories
What began in 1934 as an ambitious publicity stunt has become one of Detroit’s most enduring treasures. The Lions may have struggled over the decades, but their place on America’s family holiday remains firm, beloved, and unmatched.
Thanksgiving in America comes with turkey, family, and — always —
the Detroit Lions.
