National Football League’s (NFL) San Francisco 49ers hosted its first activation in Dubai this June, following the announcement in March that the major league professional sports team were granted activation rights in the UAE.
The team hosted a flag football coaching session at GEMS World Academy Senior School, training more than 24 physical education teachers in the fundamentals of coaching flag football.
The activation also included a youth flag football clinic for 30 students, aged 10-11 who enjoyed different NFL-themed practice drills and an introduction to flag tag. Sourdough Sam, the 49ers mascot made a special appearance to engage with the students and interact with fans.
Stephanie Rogers, EVP of Marketing at the 49ers, discusses the team’s regional entry strategy with Campaign Middle East after its latest activation.
“Seeking out this new opportunity in the UAE was driven by two main goals: growing the game of football, and expanding our global fanbase, the 49ers Faithful,” Rogers says.
She describes the expansion into the UAE as a ‘natural fit’, noting that the Bay Area and the UAE share a similar drive for innovation, a focus on sustainability, and strong business and tourism sectors.
“As the first NFL team to activate on the ground in the UAE, we feel honored and excited to build something lasting within this community,” Rogers adds.
A 360 marketing mix powered by social listening
The team will utilise a multi-pronged approach to roll-out its marketing and media strategies in the new market. Its Middle East strategy is based on innovation, education, and historic impact.
This includes “combining in-person events like our first flag football clinic, with digital content and community initiatives,” Rogers explains.
The team has already launched Arabic language social media accounts, and claims to be planning events like watch parties to bring the Levi’s Stadium experience to fans in the Middle East.
The San Francisco 49ers is also tailoring its marketing strategies to connect specifically with residents in the region.
“We have grown our international fanbases in the UK and Mexico by over 50 per cent but our strategy in the UAE will be uniquely tailored to its culture and people,” Rogers says. “We’re in a listening phase right now – meeting with fans, community leaders, and businesses to learn what resonates most.”
“We’re also partnering with local experts like RISE Group to help us create authentic content and engagement that reflects the spirit of the community,” she adds.
San Francisco 49ers
From left: Stephanie Rogers, EVP of Marketing, San Francisco 49ers; Dave McCann, Partner RISE GROUP.
As its first major project since its acquisition by Elevate, the agency takes on expanding the team’s fan base and corporate partnership footprint in the region, and growing interest in American and flag football.
“Whilst the news of the NFL opening up the UAE market is still relatively fresh, we’ve been working on a series of activations and events to engage, excite and delight all stakeholders in the region,” says Dave McCann, Partner RISE GROUP.
“These plans will primarily focus on three pillars; digital and social, in-person events, and community engagement programmes, with significant commercial partner opportunities blended in across all three. All activities will follow the strategic vision of growing the next international Faithful following,” McCann explains.
He also says that “RISE will be the driving force of the 49ers creative campaigns, by supporting the 49ers with a dedicated team to deliver against the franchise’s objectives for the region.” This includes the 49ers’ UAE social media, content, and fan events, alongside a dedicated schools programme. The team is also driving local partnerships and leveraging the team’s global sponsors to connect with the region’s growing NFL fanbase.
McCann also shares that through its use of Elevate’s proprietary data platform, EPIC, the agency aims to leverage a host of local market insight and consumer data to help inform its strategy building for the NFL team.
“Our access to year-round data on consumer preferences, changes in fan behaviour and attitudes will help us develop campaigns that I’m sure will resonate best with consumers in the region,” McCann says.
Creating long-term fan experiences
The San Francisco 49ers say they are connecting with Middle East audiences, primarily in the UAE, through digital campaigns, in-person events, and youth engagement initiatives.
“With flag football’s inclusion in the 2028 Olympics, the opportunity to build the sport and engage fans, especially young athletes, is bigger than ever. For us, this is about creating real community and impact,” Rogers says.
This goes beyond traditional marketing, to embed the 49ers into the lives of sports fans in the UAE. “With the support of the 49ers Foundation, which is the largest in the league, we’re also looking to bring STEAM educational opportunities and inclusive sports programming for UAE youth,” Rogers explains.
San Francisco 49ers
The San Francisco 49ers activation at GEMS World Academy Senior School.
“We have been warmly welcomed by the community and we look forward to building long-lasting relationships with future fans and partners here” she adds. “Our commitment is not just about flag participation but about creating a journey for youth development. Across a combination of in-person events, digital activations and community initiatives, we aspire to share the storied history of the 49ers with the UAE.”
Looking ahead, the team looks forward to collaborating with local partners that “not only want to activate around the 49ers team, but are also excited to create impactful experiences like youth sports programming and unforgettable fan experiences,” Rogers says.
“We’re committed to building a strong, lasting foundation here. The response has already been incredibly welcoming and we’re excited to deepen our presence around the country,” she concludes.