49ers Kick Off NFL’s Middle East Drive

The San Francisco 49ers have become the first NFL team to officially establish a presence in the Middle East, launching a multi-pronged marketing and engagement strategy in the United Arab Emirates (UAE). As part of the NFL’s Global Markets Program, the team now holds exclusive commercial and fan engagement rights in the UAE, marking a significant milestone in the league’s effort to establish a sustainable international presence beyond Europe and Latin America.

The 49ers’ activation is centred around grassroots development, youth outreach and immersive brand experiences. The team recently sent a delegation, led by EVP of Marketing Stephanie Martin, to Dubai to spearhead a series of community initiatives. These included flag football clinics for students and educators at GEMS World Academy, in-person fan events and the launch of Arabic-language social media platforms. Mascot Sourdough Sam even made an appearance, helping to localise the team’s identity for the UAE’s diverse population.

This on-the-ground presence sets the 49ers apart from other NFL teams granted UAE rights, such as the Rams and Commanders, who have yet to roll out comparable initiatives. The franchise aims to replicate the success of its international programs in Mexico and the UK, where it has achieved over 50% growth in its fan base and hosted significant fan experiences.

Strategically, the move positions the 49ers to capitalise on the UAE’s rapidly evolving sports landscape. With flag football debuting at the 2028 Olympic Games, youth programming offers a long-term pathway to fandom, aligning with regional government interests in health, education and sport. The 49ers Foundation, the largest philanthropic entity in the NFL, will lead efforts around STEAM learning, leadership development and physical wellness in the region.

Digital engagement is another core pillar. Leveraging its proprietary data analytics platform, the 49ers plan to create audience segments tailored to the behaviours and interests of UAE fans. RISE Group, a subsidiary of Elevate Sports Ventures, is spearheading content production, events and local partnership development to support long-term brand building.

The NFL is also exploring the potential for a regular-season game in the Middle East, with the UAE emerging as a leading candidate. Should such an event materialise, the 49ers’ early investment and cultural presence may position them as the likely hosts, cementing their role as trailblazers in expanding America’s most popular sport into a new global frontier.