![]() ![]() ![]() ![]() A little more than a year after the program’s launch, there’s a divide between teams willing to make six-to seven-figure marketing investments and those who aren’t, according to team sources. The IHMA program makes sense for the 49ers, who have one of the largest non-American fanbases in a league that claims more than 67 million international fans. “I think being able to play one of the first games in international markets since the rights were unlocked was a huge priority … We know that a big catalyst for us in terms of energizing our fanbase and finding new fans in Mexico.” “It’s a pretty thoughtful strategy,” 49ers chief marketing officer Alex Chang said in an interview. For San Francisco, that has meant bringing on agency partners such as Wasserman and Elevate Sports Ventures while also creating custom content for the new audiences, including videos of 49ers’ players testing their Spanish skills during Latino Heritage Month. The IHMA program, the latest ploy in the NFL’s international takeover, gives teams access to international areas for marketing, fan engagement and commercialization. The 49ers have built up their global marketing and sponsorship infrastructure since being granted commercial and marketing rights in Mexico as part of the NFL’s international home marketing area (IHMA) designation. It’s the latest phase of San Francisco’s plan to cultivate new fans, many of whom aren’t familiar with American football-at least not yet. It also gave 49ers corporate partners, including Levi’s and Vivid Seats, a chance to activate in Mexico. That week, over 13,000 people attended the activation, which included a rally and a watch party for the game at Estadio Azteca. ![]()
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