The Kansas City Chiefs have been making a lot of history lately, and as the two reigning Super Bowl champions look to defend their title again in 2024, the franchise has found countless ways to share this incredible journey with the rest of the world.

The Chiefs even went on a weeklong brand tour last month, starting at the Cannes Lions International Festival of Creativity in France and continuing to Frankfurt, Germany. In Frankfurt, Chiefs safety Justin Reid opened the “ChampionsHaus,” an interactive exhibit dedicated to Chiefs football.

The tour included Reid and Chief Marketing Officer Lara Krug, who each participated in panels in partnership with MediaLink, RTL and Stagwell’s Sport Beach as part of the Cannes festivities. Krug also participated in additional panels with Tubi, The Female Quotient and Infillion, while Kim Hobbs, Chiefs’ Vice President of Partnership Strategy & Development, participated in panels with RTL and Virtue Villa.