Inside the strategy behind NFL's San Francisco 49ers' Middle East expansion
The team hosted a flag football coaching session at GEMS World Academy Senior School, training more than 24 physical education teachers in the fundamentals of coaching flag football.
The activation also included a youth flag football clinic for 30 students, aged 10-11 who enjoyed different NFL-themed practice drills and an introduction to flag tag. Sourdough Sam, the 49ers mascot made a special appearance to engage with the students and interact with fans.
Stephanie Rogers, EVP of Marketing at the 49ers, discusses the team's regional entry strategy with Campaign Middle East after its latest activation.
'Seeking out this new opportunity in the UAE was driven by two main goals: growing the game of football, and expanding our global fanbase, the 49ers Faithful,' Rogers says.
She describes the expansion into the UAE as a 'natural fit', noting that the Bay Area and the UAE share a similar drive for innovation, a focus on sustainability, and strong business and tourism sectors.
'As the first NFL team to activate on the ground in the UAE, we feel honored and excited to build something lasting within this community,' Rogers adds.
A 360 marketing mix powered by social listening
The team will utilise a multi-pronged approach to roll-out its marketing and media strategies in the new market. Its Middle East strategy is based on innovation, education, and historic impact.
This includes 'combining in-person events like our first flag football clinic, with digital content and community initiatives,' Rogers explains.
The team has already launched Arabic language social media accounts, and claims to be planning events like watch parties to bring the Levi's Stadium experience to fans in the Middle East.
The San Francisco 49ers is also tailoring its marketing strategies to connect specifically with residents in the region.
'We have grown our international fanbases in the UK and Mexico by over 50 per cent but our strategy in the UAE will be uniquely tailored to its culture and people,' Rogers says. 'We're in a listening phase right now – meeting with fans, community leaders, and businesses to learn what resonates most.'
'We're also partnering with local experts like RISE Group to help us create authentic content and engagement that reflects the spirit of the community,' she adds.
As its first major project since its acquisition by Elevate, the agency takes on expanding the team's fan base and corporate partnership footprint in the region, and growing interest in American and flag football.
'Whilst the news of the NFL opening up the UAE market is still relatively fresh, we've been working on a series of activations and events to engage, excite and delight all stakeholders in the region,' says Dave McCann, Partner RISE GROUP.
'These plans will primarily focus on three pillars; digital and social, in-person events, and community engagement programmes, with significant commercial partner opportunities blended in across all three. All activities will follow the strategic vision of growing the next international Faithful following,' McCann explains.
He also says that 'RISE will be the driving force of the 49ers creative campaigns, by supporting the 49ers with a dedicated team to deliver against the franchise's objectives for the region.' This includes the 49ers' UAE social media, content, and fan events, alongside a dedicated schools programme. The team is also driving local partnerships and leveraging the team's global sponsors to connect with the region's growing NFL fanbase.
View this post on Instagram
A post shared by 49ers Foundation (@49ersfoundation)
McCann also shares that through its use of Elevate's proprietary data platform, EPIC, the agency aims to leverage a host of local market insight and consumer data to help inform its strategy building for the NFL team.
'Our access to year-round data on consumer preferences, changes in fan behaviour and attitudes will help us develop campaigns that I'm sure will resonate best with consumers in the region,' McCann says.
Creating long-term fan experiences
The San Francisco 49ers say they are connecting with Middle East audiences, primarily in the UAE, through digital campaigns, in-person events, and youth engagement initiatives.
'With flag football's inclusion in the 2028 Olympics, the opportunity to build the sport and engage fans, especially young athletes, is bigger than ever. For us, this is about creating real community and impact,' Rogers says.
This goes beyond traditional marketing, to embed the 49ers into the lives of sports fans in the UAE. 'With the support of the 49ers Foundation, which is the largest in the league, we're also looking to bring STEAM educational opportunities and inclusive sports programming for UAE youth,' Rogers explains.
'We have been warmly welcomed by the community and we look forward to building long-lasting relationships with future fans and partners here' she adds. '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.'
Looking ahead, the team looks forward to collaborating with local partners that 'not only want to activate around the 49ers team, but are also excited to create impactful experiences like youth sports programming and unforgettable fan experiences,' Rogers says.
'We're committed to building a strong, lasting foundation here. The response has already been incredibly welcoming and we're excited to deepen our presence around the country,' she concludes.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Al Etihad
7 hours ago
- Al Etihad
Madhmoun permit system comes into force, aims to promote transparency in property advertisements
8 July 2025 12:49 A. SREENIVASA REDDY (ABU DHABI)The Madhmoun digital permit system, launched by the Abu Dhabi Real Estate Centre (ADREC), officially came into force on Monday (July 7), marking a significant milestone in regulating property advertising across digital platforms in the emirate. This was confirmed in a set of documents shared with Aletihad by Property Finder, a property portal commissioned by ADREC to raise awareness and guide real estate agents on the new regulations. In a notice to one of the property advertisers, ADREC stated, 'We emphasise that obtaining the prior 'Madhmoun' permit through the Abu Dhabi Real Estate Centre's portal 'ADREC' is mandatory as of 07/07/2025 for all types of real estate advertisements within the emirate.' The notice further warned that 'violation of the regulations will result in the imposition of legal and administrative measures by ADREC.'Madhmoun — which means 'verified' in Arabic — is the first governmental Multiple Listing Service (MLS) platform in the GCC. Developed by ADREC, it is designed to enhance transparency, trust, and efficiency in the real estate sector by ensuring that only authorised and verified property listings are published online. The system allows a maximum of three approved brokers to advertise each listing, reinforcing accountability and curbing the new regulation, all property listings published after July 7 must carry a valid Madhmoun permit issued through ADREC's DARI platform. The initiative aims to streamline the advertising process while ensuring compliance with legal and regulatory standards. It also supports the UAE's broader goal of building a transparent, investor-friendly real estate to ADREC, Madhmoun offers real estate professionals a secure and streamlined way to manage listings through automated API-based publishing. Future platform updates will introduce broker-to-broker collaboration, direct deal-making, and global listing integrations.'By aligning Abu Dhabi's real estate practices with international standards, Madhmoun provides professionals with access to a broader market, increased credibility, and greater opportunities for growth and international exposure,' an ADREC website post the regulation does not apply universally. Properties located within the jurisdiction of Abu Dhabi Global Market (ADGM) — specifically on Al Maryah Island and Al Reem Island — are currently excluded from the Madhmoun permit property types are also exempt. Hotel apartments require a Madhmoun permit only if they are managed by local entities and owned by UAE nationals. Holiday homes, generally governed by the Department of Culture and Tourism (DCT), are excluded unless registered under Tawtheeq, in which case a permit is DARI platform offers step-by-step guidance on how brokers and property owners can obtain permits for listings, whether for sale or rent. Only up to three brokers are permitted to advertise a single listing online, in accordance with Madhmoun support the launch, Property Finder, a leading real estate portal, has partnered with ADREC to roll out a series of agent training sessions. These sessions offered a pre-launch demonstration of the Madhmoun system and provided agents with an opportunity to raise questions and prepare for the transition.'We applaud ADREC's efforts and offer our complete support as it launches this milestone platform to promote trust by instituting accuracy, availability, and authorisation for all listings, ultimately boosting Abu Dhabi's status as a leading real estate hub,' said Cherif Sleiman, Chief Revenue Officer at Property Finder. 'We are proud to partner with ADREC to facilitate much-needed conversations about the launch and set up agents for success as they navigate the new platform.' A press statement on the DARI portal in April also noted that ThinkProp, a leading real estate training institute, is working closely with ADREC to educate brokers and trainees on utilising the platform effectively.
Campaign ME
9 hours ago
- Campaign ME
Rethinking visibility beyond search
For more than a decade, performance marketers in the region have focused on one goal: ranking at the top of search results. We've built search engine optimisation (SEO) strategies, refined keywords and optimised every page element to win attention. But that playbook is starting to feel outdated. Today, we're entering a very different reality. One where we no longer scroll pages to find results. Where generative AI tools such as ChatGPT and Google's search generative experience (SGE) deliver a single, synthesised answer. If your brand isn't part of that answer, you simply don't exist. This change matters even in MENA, where Google holds more than 95 per cent of the search engine market share in markets such as the UAE. From SEO to AEO and GEO: A new kind of visibility Traditional SEO was about getting seen. Answer engine optimisation (AEO) and generative engine optimisation (GEO) are about being understood and trusted by machines. These engines don't point people to your site. They absorb your online ecosystem content and summarise what they believe matters most. If your brand's voice isn't credible, clear and structured, it may never be included in that response. This shift isn't just technical. It's also strategic. Brands that aren't feeding these models with quality information will slowly fade from relevance. The challenge is no longer about search engine rankings. It's about ensuring your brand is part of the knowledge base that powers AI-generated answers. This change is especially important for our region. While global generative models grow more powerful, Arabic content remains underrepresented, limiting the accuracy and nuance of AI-generated answers for MENA consumers. This matters because the way people search is also evolving. The voice and speech recognition market in the Middle East and Africa hit $2.39bn in 2023, with a projected 16.1 per cent compound annual growth rate (CAGR) until 2030. In Saudi Arabia alone, voice search usage is expected to cross 20 per cent of digital queries by 2025, driven by smart assistants and mobile-first behaviours. Add to that the fact that 26 per cent of MENA consumers now use generative AI tools daily, with another 42 per cent using them several times a week, and you start to see the future forming in front of us. Our audiences aren't just typing queries; they're expecting direct, relevant answers. And while many companies are still testing AI, some organisations in the region have already integrated generative AI into at least one business function. What marketers should do differently How should we respond? First, we need to rethink how we create content. It's not just about producing more; it's about answering real questions clearly and doing it in a way that AI can parse. That means using structured formats, anticipating user intent and simplifying language without losing depth. Second, we need to update how we measure visibility. If someone asks a generative engine for a product recommendation and your brand is named in the answer, that's impact. It may not show up in your web traffic report, but it shapes consumer perception. It's time to build new key performance indicators (KPIs) around presence in AI-driven environments. Third, agencies and partners need to evolve. It's no longer about keyword bidding or link building. It's about technical integration, using schema markup, building brand-specific data sets and collaborating with platforms to ensure your brand is 'understood' by AI. Where we go from here We're hearing a lot of buzz about AI, but this isn't just another trend. The way people discover and interact with brands is being redefined – even purchase journeys are changing. For MENA, this brings both challenges and opportunities. We have linguistic complexity, rapidly evolving platforms and highly diverse consumer behaviour. But we also have the ability to leap forward. Here are three actions that can make a difference now: Prioritise Arabic-first content that is structured and credible; Start testing across generative AI platforms to learn what works; Invest in upskilling your teams on AI; from content to data to performance. We need to start building trust with systems that will increasingly shape what people know, believe and buy. Populating the web with more content, reviews, articles and frequently asked questions (FAQs), and integrating it all will help. The question isn't whether this shift is coming. It's already here. The real question is: will your brand be part of the GenAI answer? By Omar Saheb, Chief Marketing Officer – MENA, Samsung Electronics MENA
Sharjah 24
19 hours ago
- Sharjah 24
Sheraa unveils the 7th edition of Access Sharjah Challenge
With a total prize value of AED 500,000, the Access Sharjah Challenge is now open for applications from education-focused startups around the world that have validated prototypes and are looking to scale internationally. Applications will be accepted until August 17. The challenge is being held in collaboration with the Sharjah Private Education Authority and the Sharjah Education Academy. The prize money will be divided equally between two winners, enabling them to test and implement their solutions at Alsedra Private School, Khalifah Al Hamzah American School, Pakistan Islamia Higher Secondary School and Al Badee Nursery. The upcoming edition, organized by Sheraa in collaboration with key implementation partners, the Sharjah Private Education Authority (SPEA) and the Sharjah Education Academy (SEA) invites leading global education startups at the Pre-Series A, Series A, B, and C+ stage to submit innovative solutions addressing two priority education challenges: Future-Ready Skills Challenge, which focuses on equipping students with foundational and digital skills to keep pace with a rapidly evolving world and prepare for the jobs of tomorrow and Arabic in Early Childhood Challenge, which emphasizes the importance of nurturing a sense of belonging to the Arabic language and embedding it as a core part of a child's identity from an early age. This collaborative approach ensures that all challenge statements reflect real-world needs and that submitted solutions are positioned for meaningful and scalable impact across Sharjah's education ecosystem. Sharjah leads the future of education Commenting on the launch, Sara Abdelaziz Al Nuaimi, CEO of Sheraa, said: We believe that meaningful innovation is defined by its ability to create real impact and expand access to learning. The Access Sharjah Challenge 2025 offers a dynamic platform where forward-thinking ideas converge with strategic ambition, enabling the transformation of promising concepts into scalable, real-world educational solutions. Through this initiative, we aim to enrich an already vibrant learning ecosystem, offering educators and students renewed opportunities to embrace tools and technologies that nurture lifelong learning and spark intellectual curiosity.' She added: 'Sharjah today stands out for its thriving educational ecosystem, backed by advanced digital infrastructure and strong collaboration between government and private sectors. This solid foundation positions the emirate as a leader in reimagining the future of education. The Access Sharjah Challenge is an open invitation to the world's most innovative education startups to help shape an inclusive, agile, and future-ready learning model, built from within a community that champions creativity and innovation.' Ali Al Hosani, Director General of the Sharjah Private Education Authority (SPEA), emphasized the importance of the Authority's participation in the Sharjah Gateway Challenge. Through its presence, the Authority seeks to contribute to building an informed and empowered society grounded in knowledge and science. He noted that innovation is no longer an option; it has become the cornerstone of supporting sustainable development, shaping the future, and strengthening the country's competitive position on the global stage. He stressed that adopting innovative thinking mechanisms and providing a nurturing environment for talent are fundamental pillars in building a prosperous future for students. He said, "Through the educational brainstorming workshop, the Authority contributed to shaping the "Future-Ready Skills Challenge" as a key theme, driven by our belief in its role in leading a qualitative transformation in the education system." He expressed his pride in cooperating with Sheraa and the Sharjah Education Academy to launch this challenge, which represents an effective model for the integration of roles between educational institutions in the emirate. Professor Pauline Taylor-Guy, the Chancellor of Sharjah Education Academy, expressed: "We are proud to partner with the Sharjah Entrepreneurship Center (Sheraa) through the 'Access Sharjah' Challenge by launching our unique challenge, 'Arabic Language in Early Childhood'. This collaboration demonstrates our collective dedication to fostering educational innovation and entrepreneurial solutions that restore the Arabic language as a vital component of children's lives, serving as a means of identity, culture, and belonging, rather than just a communication tool." She added: "At Sharjah Education Academy, we strive to reimagine the presence of the Arabic language in our children's lives by integrating it in fun and engaging ways into everyday learning activities. We are committed to empowering teachers, involving families, and designing stimulating learning environments that make Arabic a vibrant, meaningful experience rooted in belonging from the earliest years of a child's life. We hope this challenge inspires innovative ideas that strengthen Arabic language learning and deepen generational connections to it." Eligibility and program criteria ASC 2025 is open to global startups with a previous track record in working with corporate or government collaborations. Applicants must offer impact-driven, adaptable, and market-ready educational solutions aligned to the program's challenge statements. Startups should also demonstrate strong leadership, market traction with existing users, and a willingness to establish a local presence in Sharjah to scale their solutions regionally. From over 2,000 applications, 10 startups will be shortlisted through a rigorous two-stage selection process. The first, Criteria-Based Filtering, will assess alignment with challenge themes, market readiness, and scalability. The second, Interview-Based shortlisting, will evaluate the startup's fit for Sharjah's context, pilot readiness, and long-term potential. AED 500,000 prize and pathway to scale Following the selection of the top 10 startups, a dedicated 'Champions Training' program on August 20 will prepare implementation leads from partner organizations to effectively guide the Proof of Concept (PoC) phase. These champions will be trained in best practices for startup mentorship, PoC management, and adaptive troubleshooting, ensuring a smooth and impactful collaboration throughout the program. Participants will then undergo a tailored 'Startup Readiness Sprint' on August 27–28, designed to ensure alignment with the challenge. The program will focus on technical fit, pitch refinement, and collaboration readiness, equipping startups with a deep understanding of the challenge statements, partner expectations, and local market dynamics. The Startup Readiness Sprint concludes with a pitch to a judging panel comprising of the implementation partners, industry experts and key stakeholders; two winning startups will receive an equity-free grant of AED 250,000 each to pilot their solutions across schools and early childhood development centers in Sharjah. The pilot phase, starting on 22nd September 2025, will provide real-world testing environments, continuous support, and potential for long-term partnerships and scale. The program culminates in a showcase of pilot results at Sharjah International Summit on Improvement in Education on 14 – 15 February 2016, where winners will be announced.
