San Francisco 49ers host first community event in UAE

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The San Francisco 49ers made history by becoming the first NFL franchise to host an event in the UAE. (Supplied)
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The San Francisco 49ers made history by becoming the first NFL franchise to host an event in the UAE. (Supplied)
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The San Francisco 49ers made history by becoming the first NFL franchise to host an event in the UAE. (Supplied)
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The San Francisco 49ers made history by becoming the first NFL franchise to host an event in the UAE. (Supplied)
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Updated 24 June 2025
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San Francisco 49ers host first community event in UAE

  • Event features flag football coaching session in Dubai
  • 49ers announced in March that they had been granted activation rights in the UAE

DUBAI: The San Francisco 49ers have made history by becoming the first NFL franchise to host an event in the UAE. It followed the announcement that the league had granted the 49ers marketing, fan engagement, and commercial rights in the market.

The event — which featured a flag football coaching session and youth flag football clinic in Dubai — highlights the club’s continued investment in youth athletics and the growth of flag football worldwide in the lead-up to the sport’s inclusion in the 2028 Summer Olympics.

The 49ers announced in March that they had been granted activation rights in the UAE as part of the NFL’s Global Markets Program.

The initiative builds on the team’s success in other global markets, including the UK and Mexico in which the 49ers’ local fan base has grown by at least 50 percent. The 49ers have hosted more than 50 community events in the UK and Mexico since 2021, leaving a lasting impact on local youngsters.

Tuesday’s event was held at GEMS World Academy Senior School, which is part of the largest network of schools in the UAE, serving 125,000 students.

The day began with staff from the 49ers training more than two dozen physical education teachers in the fundamentals of coaching flag football. Then around 30 students, aged 10-11, participated in a flag football clinic, enjoying different NFL-themed practice drills and an introduction to flag tag. Sourdough Sam, the mascot of the 49ers, also made a special appearance to engage with students and interact with fans.

Stephanie Rogers, executive vice president of marketing for the 49ers, said the occasion marked “an exciting milestone in the 49ers’ global fandom journey.”

She added: “We’re thrilled to see so much local enthusiasm for the San Francisco 49ers and flag football. We have been warmly welcomed by the community and we look forward to building long-lasting relationships with future fans and partners here.

“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.”

Elevate recently announced its role as the 49ers’ agency of record for global marketing efforts, after acquiring Rise Group, the Middle East’s sports and entertainment agency. The partnership will strengthen the team’s ability to make a meaningful impact in the UAE.

Dave McCann, partner at Rise Group, said: “The 49ers are synonymous with innovation and community engagement, and we look forward to unlocking more opportunities for both the team and MENA (Middle East and North Africa region) partners as we continue to grow in the region.

“We’re excited to help shape the future for both the 49ers and flag football in the UAE.”

The 49ers are also announcing the launch of their Arabic social media channels —  on Instagram, X, TikTok, and Facebook — during their visit to further engage with local communities.


Rocky 2025 for Green Falcons leaves Saudi fans anxious ahead of 2026 World Cup

Updated 24 sec ago
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Rocky 2025 for Green Falcons leaves Saudi fans anxious ahead of 2026 World Cup

  • Herve Renard’s team secured a seventh qualification for the Kingdom, but the year ended in disappointment after the semifinal exit at the Arab Cup

 

RIYADH: Just over three years ago, the Saudi men’s national team did the unthinkable, defeating eventual world champions Argentina in their opening match at the 2022 FIFA World Cup.

As the 2026 World Cup approaches, with just under six months until the Green Falcons kick off against Uruguay, the contrast in sentiment surrounding the national team could hardly be starker.

The road since 2022 has been anything but smooth. While Herve Renard was head coach during Saudi Arabia’s memorable 2022 campaign, this is now his second tenure in the Kingdom. A brief spell under Roberto Mancini, one many Saudi fans would rather forget, saw progress stall on the road to 2026.

Despite significant excitement surrounding Renard’s in October 2024, the second chapter so far has failed to inspire.

A draw against Australia and a loss to Indonesia marked the beginning of Renard’s return, followed by an underwhelming campaign at the 26th Gulf Cup. Saudi Arabia did make it through to the semifinals, but for a nation that has not lifted a trophy since early 2004, supporters were desperate for silverware, even at the regional level.

There were signs of improvement at the start of 2025. Wins against China and Bahrain, alongside a draw in Japan, left the Greens one victory away from direct World Cup qualification — albeit requiring a favorable swing in goal difference after Australia’s last-minute win over Japan.

However, defeat to Australia, followed by another disappointing campaign, this time at the 2025 Gold Cup in the US, saw fans’ pessimism creep back in ahead of the fourth round of World Cup qualification.

A narrow win over Indonesia, coupled with a draw against Iraq, meant Saudi Arabia ultimately secured World Cup qualification for the seventh time. With the 2025 Arab Cup on the horizon, the Greens found themselves at a crossroads: Win the Arab Cup, and momentum heading into 2026 would be sky-high. Lose, and uncomfortable questions would resurface.

Saudi Arabia did reach the knockout stages, but once again, doubts remained. Renard’s trip to the US for the World Cup draw meant he missed out on the Comoros group stage clash, and that did little to ease concerns. Still, the Greens were three matches away from their first title in 21 years.

Palestine proved stern opposition in the quarterfinals, but Mohammed Kanno’s late intervention sent Saudi Arabia through to face Jordan, the 2023 Asian Cup finalists.

Jordan’s rise has increasingly unsettled the Saudi fanbase. Between 1970 and 2018, Saudi Arabia had lost to their neighbors just three times in 11 meetings. That has all changed since 2019, with Jordan triumphing in three of their last four outings against the Greens.

They would ultimately make it four from five, as a solitary second-half goal was enough to launch Jordan to their first-ever final, and disappointment once again took over the Saudi camp.

That result intensified calls for Renard to be sacked ahead of the World Cup. Rumors suggested his departure was imminent, but the Saudi Arabian Football Federation swiftly denied anything of the sort.

It is worth noting that Renard himself has already made history, becoming the first coach to lead Saudi Arabia to World Cup qualification in 2022 and remaining in the role for the start of the tournament. Should he remain in charge for 2026, he would also become the first to manage the team at two consecutive World Cups.

Yet while SAFF and Renard turn their attention to their next challenge, Saudi fans remain anxious.

Speaking to Arab News, local fan Ahmed Al-Bawardi said the issue extends beyond results. “It’s not so much about the results, but the national team’s identity,” he said.

“We don’t look like a well-oiled team on the pitch, and we don’t feel the same excitement as we did in 2022.”

Asked whether he would like Renard to stay, Al-Bawardi added: “Sacking Renard might solve some problems, but what we’re seeing is deeper than just bad tactics.”

Renard himself has repeatedly pointed to the limited game time afforded to domestic players in the Roshn Saudi League. Al-Bawardi responded with a sentiment shared by many Saudi fans: “The Premier League is the best in the world. How many domestic players start there?”

According to TransferMarkt data for the 2025/26 season, the Premier League has 544 players registered, 388 of whom are foreign — a staggering 71 percent. The Roshn Saudi League, by comparison, is still some way off — only 37.5 percent of the league’s players are foreign.

Balancing the national team’s development alongside the league’s rapid expansion was never going to be easy. Nor was switching managerial philosophies, only to return to one whose previous work was partially undone.

As Saudi Arabia looks ahead to 2026, unease remains among the fanbase. With a World Cup group that includes former world champions Spain and Uruguay, the road to the US, Mexico and Canada may still prove to be rocky.