LONDON: American football team the San Francisco 49ers have secured marketing, fan-engagement and commercial rights in the UAE.

They join two other NFL teams with activation rights in the UAE: the Los Angeles Rams and Washington Commanders.

It is the 49ers’s third international expansion under the NFL’s Global Markets Program. The franchise said on Monday that the move follows more than three years of significant growth in the UK and Mexico, during which their fanbase grew by more than 50 percent in both markets, and a combined total of more than 34,000 fans, known as the “Faithful,” attended events in the two countries.

Globally, the team has more than 50 fan chapters and ranks as a top-five NFL club in eight countries in terms of numbers of supporters.

The expansion was said to align with broader international efforts by the NFL, particularly in the run-up to the debut of flag football at the Olympics in 2028.

“Expanding into the UAE is a major milestone for the NFL and we look forward to growing the Faithful fanbase in this market, following our recent success in Mexico and the UK,” said Brent Schoeb, the 49ers chief revenue and marketing officer.

“We’re excited to team up with our world-class commercial partners, local community leaders and the NFL in this next international expansion.”

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

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

Since 2021, the 49ers said they have hosted more than 50 community events outside of the US that have helped to provide young people with valuable educational benefits, career opportunities and sports training.

Through its youth programs in the UAE, the foundation intends to promote STEAM subjects (science, technology, engineering, arts and mathematics), and encourage the development of leadership skills and healthy lifestyles on and off the field.