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.


Canada’s Lee sets pace, Kim in the hunt for LIV Golf wild card spots

Updated 11 January 2026
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Canada’s Lee sets pace, Kim in the hunt for LIV Golf wild card spots

  • LIV Golf Promotions in Florida offers top 3 finishers a chance to play in 2026 regular season

LECANTO: Canada’s Richard T. Lee has proved the player to watch during the first three days at LIV Golf Promotions and is now well-placed for a wild-card spot in the 2026 LIV Golf season.

Anthony Kim, meanwhile, found another gear on the back nine on Saturday, putting him in a better position to return to full-time status in the league.

The final 18 holes of the 36-hole shootout at Black Diamond Ranch take place on Sunday with a potentially career-changing reward for the top three finishers — guaranteed LIV Golf wild-card status for 2026. In addition, the top 10 and ties earn exemptions into the Asian Tour’s International Series.

For the second time this week, Lee led the field with a bogey-free 6-under 64. The 35-year-old will take a two-shot lead over his closest pursuers going into Sunday, giving him a significant advantage. However, he does not plan to take his foot off the gas.

“Honestly, I don’t think it would be comfortable for any player to have a two-shot lead on the last day,” said Lee, who has two eagles, 13 birdies and just one bogey in his 54 competitive holes this week. “I’ll just put my hat on and just play my golf.”

Kim is among three players who are tied for second after shooting a bogey-free 4-under 66, along with South Africa’s Oliver Bekker and Thailand’s Jazz Janewattananond. Denmark’s Lucas Bjerregaard is solo fifth after his 3-under 67, with five other players lurking at 1 under.

Kim, who played as a wild card in the past two seasons following his return to competitive golf after a 12-year retirement, was just 1 under through 12 holes on Saturday. But he made consecutive lengthy birdie putts at the 13th and 14th holes, birdied the par-5 16th, then saved par with a 15-footer at the par-4 18th that circled the cup before dropping.

“I have an opportunity to get one of those spots,” said the 40-year-old, the only American to advance to the weekend. “That’s what I asked for coming into this week and put myself in a good position. Now I’ve just got to go finish.”

Kim would not be in this position had he not made an 8-foot birdie putt on the 18th on Friday to make the cut on the number.

“I knew that if I didn’t make birdie on 18 [Friday] that my chances of playing on LIV next year were gone, and to me that’s a big deal,” Kim said. “I’d like to play at the highest level against the best players. It meant a lot to me.”

Bekker was part of LIV Golf’s inaugural field at the 2022 London tournament. Four seasons later, he’s excited about the opportunity to return to the league as a full-time member.

“Thinking back on it now, I had the opportunity to play a few more events, and now I’m like, well, maybe I should have played them,” he said. “The water was a bit rough at that stage and didn’t know what was going to happen, so I played it a bit safe. Luckily, I’ve been given another opportunity this week, and hopefully I can take it.”

Janewattananond won four tournaments in 2019 when he became a top 50 world player and, aged 30, still has years left in his competitive career. After shooting a second-round 67 to advance to the weekend, he shot a 66 on Saturday that included four birdies in a six-hole stretch to end his front nine.

“It’s a very big prize at the end of the day,” he said. “Those three spots up for grabs, it would give me freedom to play wherever I want and security for my family.”

The 34-year-old Bjerregaard, a two-time winner on the DP World Tour, said earning full-time LIV Golf status would be career-changing.

“Where I am in my career right now, it’s probably that or retirement,” he said. “Yeah, that would mean a lot for sure.”

Although nothing is guaranteed, Lee has played so well this week that there may be just two spots available for the remainder of the field.

“We’re not playing for one spot,” said Janewattananond. “I don’t have to worry about him. I just have to worry about myself.”

“He played great today,” added Bjerregaard, playing in the same group as Lee on Saturday. “But I would be happy with any of the other two spots, so that’s fine. I can finish third. I wouldn’t mind.”