For the first time in decades, the Detroit Lions' verbalized aspirations don't come with a side chuckle.
Coming off their first division title in 30 years, Lions general manager Brad Holmes was asked Thursday what his expectations were for 2024.
"For this season? Win the Super Bowl," he said via The Associated Press.
Winning the Super Bowl is every team's goal. The ultimate prize must be the objective in a physically and mentally strenuous job. But for most clubs, the reality is that they have little chance of lifting the Lombardi Trophy in February.
NFL playoff predictions: Picking eight division winners, six wild-card teams for 2024 season
Lions sign WRs Tim Patrick, Allen Robinson to practice squad
Lions HC Dan Campbell on rookie RB Sione Vaki: 'You felt growth from him'
After generations of Lions teams sitting in that category of lesser-than, Detroit finally has a club that enters the season as legitimate Super Bowl contenders. Picked by many to win the division once again, they're one of the clear top teams in the NFC.
The Lions are one of four clubs that have never been to a Super Bowl, joining the Cleveland Browns, Jacksonville Jaguars and Houston Texans. Last year, Detroit crumbled in the NFC Championship game, falling a half of football short of reaching the Super Bowl, losing a 17-point, third-quarter lead in a 34-31 loss to San Francisco.
However, the breakthrough campaign marked the first time the Lions advanced to the conference title game by winning two playoff contests in one postseason since earning the 1957 NFL championship.
Owner Sheila Ford Hamp's hiring of Holmes and coach Dan Campbell in 2021 has turned the franchise from a laughingstock to one of the best, well-built rosters in the NFL.
"We've kept our approach and our process very consistent in terms of how we build it, the opportunities that we provide players, and that's what gives us confidence," Holmes said. "We've been saying it since Day 1, we want to get better every single year and we've done that, and we plan to continue to do that."
Now comes a new challenge for Detroit: playing up to sky-high expectations. It's a concept the Same Ol' Lions never had to deal with.
