The San Francisco 49ers announced on Friday that the team’s current partners, Levi’sÂ® and United Airlines, are the first brands to take advantage of the NFL’s new International Home Marketing Areas (IHMA) program and extend their sponsorship rights to 49ers in Mexico and UK. The NFL’s IHMA initiative, which viewed the 49ers as one of six teams to have secured rights in multiple markets, is a first opportunity for new and existing partner companies to activate their partnerships around their 49ers membership in the -beyond the team’s national market in Northern California.
âObtaining rights in Mexico and the UK presents an abundance of new opportunities not only for our marketing and community initiatives, but also for our business partners,â said Brent Schoeb, chief revenue officer of 49ers. “Being aligned with Levi’s and United as valuable partners, we look forward to working with them to activate our partnerships in these exciting ways that can serve as models for what we can do with other global brands and local ones. in Mexico and UK markets. “
International opportunities for 49ers partners will include digital and physical activations in Mexico and the UK starting January 1, 2022. Partnerships will be available for community and youth outreach initiatives, content series, outreach efforts. fan engagement and much more that will be detailed in the coming month ahead of the 2022 NFL season. In the face of the pandemic, the 49ers corporate partnership team is heading into the IHMA market after reaching a record level of partnership revenue in 2021. After developing innovative and customizable partnership activation plans for partners new and existing during this time, the 49ers achieved their highest partnership renewal rate in the past 10 years.
Ranking in the top quartile of the most popular NFL teams in both markets, the 49ers established themselves as one of the most promising NFL franchises at the start of the IHMA rights program. In the UK, the 49ers are familiar with the market’s avid sports fan base thanks to their minority stake in English Premier League team Leeds United. The 49ers also employ one of the NFL’s most comprehensive Spanish digital content strategies, proving their ability to develop successful marketing initiatives for Spanish-speaking fans. In addition, the organization uses help from two leading sports industry agencies, Elevate Sports Ventures and Wasserman, to support field activations in the UK and Mexico, respectively.
With a global fan base of nearly 10 million followers, first-hand experience in the UK and Mexico, and the support of two world-renowned sports advisory agencies, the 49ers are one of the organizations of the most promising NFL by 2022 and the global effort to develop the game of American football. The franchise welcomes additional partners who wish to capitalize on the IHMA program and the marketing strategies of the 49ers in the UK and Mexico.