DUBAI: The San Francisco 49ers have made history by becoming the first NFL franchise to host an event in the UAE. It followed the announcement that the league had granted the 49ers marketing, fan engagement, and commercial rights in the market.
The event — which featured a flag football coaching session and youth flag football clinic in Dubai — highlights the club’s continued investment in youth athletics and the growth of flag football worldwide in the lead-up to the sport’s inclusion in the 2028 Summer Olympics.
The 49ers announced in March that they had been granted activation rights in the UAE as part of the NFL’s Global Markets Program.
The initiative builds on the team’s success in other global markets, including the UK and Mexico in which the 49ers’ local fan base has grown by at least 50 percent. The 49ers have hosted more than 50 community events in the UK and Mexico since 2021, leaving a lasting impact on local youngsters.
Tuesday’s event was held at GEMS World Academy Senior School, which is part of the largest network of schools in the UAE, serving 125,000 students.
The day began with staff from the 49ers training more than two dozen physical education teachers in the fundamentals of coaching flag football. Then around 30 students, aged 10-11, participated in a flag football clinic, enjoying different NFL-themed practice drills and an introduction to flag tag. Sourdough Sam, the mascot of the 49ers, also made a special appearance to engage with students and interact with fans.
Stephanie Rogers, executive vice president of marketing for the 49ers, said the occasion marked “an exciting milestone in the 49ers’ global fandom journey.”
She added: “We’re thrilled to see so much local enthusiasm for the San Francisco 49ers and flag football. We have been warmly welcomed by the community and we look forward to building long-lasting relationships with future fans and partners here.
“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.”
Elevate recently announced its role as the 49ers’ agency of record for global marketing efforts, after acquiring Rise Group, the Middle East’s sports and entertainment agency. The partnership will strengthen the team’s ability to make a meaningful impact in the UAE.
Dave McCann, partner at Rise Group, said: “The 49ers are synonymous with innovation and community engagement, and we look forward to unlocking more opportunities for both the team and MENA (Middle East and North Africa region) partners as we continue to grow in the region.
“We’re excited to help shape the future for both the 49ers and flag football in the UAE.”
The 49ers are also announcing the launch of their Arabic social media channels — on Instagram, X, TikTok, and Facebook — during their visit to further engage with local communities.
