San Francisco 49ers expand their global presence by entering the UAE market.

LONDON April 1, 2025: The San Francisco 49ers have secured marketing, fan-engagement, and commercial rights in the UAE, joining the Los Angeles Rams and Washington Commanders as NFL teams with activation rights in the region.

This marks the 49ers’ third international expansion under the NFL’s Global Markets Program. The franchise announced on Monday that this expansion follows over three years of substantial growth in the UK and Mexico, where their fanbase grew by over 50 percent in both markets, and more than 34,000 “Faithful” fans attended events in those countries.

Worldwide, the team boasts over 50 fan chapters and ranks as a top-five NFL team in eight countries based on fan numbers.

The move aligns with the NFL’s broader international efforts, especially ahead of flag football’s debut at the 2028 Olympics.

“Expanding into the UAE is a significant step for the NFL, and we are eager to grow the Faithful fanbase here, following our successes in Mexico and the UK,” said Brent Schoeb, the 49ers’ Chief Revenue and Marketing Officer.

“We’re excited to collaborate with our world-class commercial partners, local community leaders, and the NFL as part of this next phase of international growth.”

The 49ers plan to invest in Arabic-language digital and social media platforms, fan events, and youth-oriented initiatives as part of the expansion. They also aim to offer in-person and virtual experiences, including watch parties, e-sports competitions, and flag football clinics, providing fans with new ways to engage with the team. Collaborations with local influencers, community leaders, and 49ers players and alumni will help strengthen connections with the UAE audience.

The 49ers Foundation, the team’s philanthropic arm, which uses football to educate and empower young people and is the largest of its kind in the NFL, will play a key role in this expansion, mirroring similar efforts in the UK and Mexico.

Since 2021, the 49ers have hosted over 50 community events outside the US, offering young people valuable educational opportunities, career development, and sports training.

Through its youth programs in the UAE, the Foundation aims to promote STEAM subjects (science, technology, engineering, arts, and mathematics) and foster leadership skills and healthy lifestyles both on and off the field.