The National Football League’s (NFL) San Francisco 49ers has obtained marketing, fan engagement, and commercial rights in the United Arab Emirates (UAE), becoming one of three clubs with activation rights in the UAE as part of the NFL’s Global Markets Program.
The deal follows after more than three years of the team’s growth and success in the United Kingdom (UK) and Mexico, in which the 49ers claims to have grown their fan base by at least 50 per cent in each market.
By entering the UAE, the 49ers aims to further their commitment to growing the game of American football internationally.
In alignment with the NFL, the 49ers believe there is significant potential to expand their fanbase, known as the 49ers Faithful, in the UAE. Ahead of the 2028 Olympics where flag football will make its debut, the NFL and 49ers are committed to ensuring football is accessible around the world.
The 49ers claim to also be uniquely positioned to make an impact with local fans, as both the San Francisco Bay Area and the UAE share key characteristics, including a driving spirit of innovation, commitment to technological advancement, and a diverse community of residents.
“Expanding into the UAE is a major milestone for the NFL, and we look forward to growing the Faithful fanbase in this market following our recent success in Mexico and the UK,” said Brent Schoeb, 49ers Chief Revenue and Marketing Officer. “We’re excited to team up with our world-class commercial partners, local community leaders, and the NFL in this next international expansion.”
After a period of research and learning, the 49ers plan to invest in Arabic digital and social platforms, in-person fan events, and community impact programs teaching youth flag football and STEAM education.
Fans in-market can expect both in-person and virtual events with local influencers and 49ers players and alumni, such as watch parties, flag football clinics and tournaments, and e-sports competitions. The 49ers will work with local and regional partners to deliver unique experiences to fans and connectivity to the team.
Building on the team’s mission to benefit local communities across the Bay Area, UK, and Mexico, the team also plans to utilise the 49ers Foundation to leave a lasting impact in the UAE. Youth clinics and camps will teach attendees about STEAM education and career paths, as well as how to become active and healthy leaders on and off the field of play. Since 2021, the team claims to have hosted more than 50 community events in the UK and Mexico, leaving a lasting impact on local youth.
Beyond these markets, the NFL team has more than 50 global fan chapters around the world, and the franchise is ranked as a Top 5 club in eight countries worldwide. By entering the UAE, the 49ers aims further their commitment to growing the game of football internationally.
