49ers Partner with Cisco to Drive Growth in the UAE

The San Francisco 49ers have named Cisco as their first international partner in the United Arab Emirates (UAE), marking a significant step in their regional growth strategy. This announcement builds on the 49ers’ recent allocation of marketing and commercial rights in the UAE, under the NFL’s Global Markets Program. The partnership with Cisco reflects a shared ambition to grow the game of American football in the region and to strengthen connections with both existing and future fans of the 49ers.

Earlier this year, Cisco played a central role in helping the 49ers enter the UAE market by sponsoring a flag football coaching clinic at the GEMS World Academy Senior School in Dubai. More than fifty youth coaches and students participated in this clinic, which provided hands-on training for physical education teachers. During the event, participants learned flag football drills and coaching fundamentals, enabling them to teach the sport in the future.

Youth engagement, particularly through flag football, will continue to be a key focus of the 49ers’ initiatives in the UAE. In collaboration with Cisco, the team plans to launch the new 49ers Next-Gen Flag Football Program, designed to integrate flag football into school curricula and after-school programs across the UAE. By partnering with local community organisations and major educational networks, this initiative aims to establish a long-term foundation for the sport among young people.

From the 49ers’ perspective, executives stressed that Cisco has already been a trusted partner in their Bay Area operations, making it timely and strategic to extend that relationship into an international context. This collaboration aims to deliver more than just branding; it is about creating meaningful experiences for youth, hosting memorable events and fostering increased fan loyalty and engagement in the UAE.

This move follows the 49ers’ successes in other international markets. Since obtaining rights in the UK and Mexico, the team has significantly increased its fan base by at least 50% in each country, while hosting international events that have attracted tens of thousands of attendees. With Cisco on board in the UAE, the 49ers are positioning themselves not only as a U.S.-based club seeking overseas exposure but also as a global brand focused on sustainable, community-centred growth.