• Akash Anavarathan

San Francisco 49ers launch Faithful To The Bay campaign ahead of 2020 season

It started with Brick by Brick in 2017, when the 49ers' duo of John Lynch and Kyle Shanahan took over the team. Fast forward three seasons and the slogan this season is going to be Faithful To The Bay, in order to celebrate the region's oldest team.


As the only football team in Northern California starting this season, the 49ers would like to celebrate the fans within this region for being loyal to their beloved football team with this campaign.


49ers' legend Keena Turner was part of a launch video that highlights this campaign ahead of the 2020 season, that can be watched here.


"Faithful to The Bay is more than a motto for the 49ers, it's a unifying idea for the Faithful throughout the world. It embodies the shared commitment our fans and our team have to each other and to our community at large." said Alex Chang, 49ers Chief Marketing Officer. "Together, we all take pride in representing the Bay and the ideals that define us: inclusion, innovation and achievement."


Here are some additional details courtesy of the 49ers' communications staff about the campaign:

  • Branding: Local residents and avid 49ers social media followers will notice the new Faithful to The Bay signage at Levi's® Stadium, including stadium banners, field wraps and LED signage. The logo – which was inspired by the iconic 49ers satin jackets – will be featured on 49ers.com, the 49ers app and team social channels. Other marketing assets will reflect the spirit of Faithful to The Bay through photography, music and graphics that honor the Bay.

  • User Generated Content: Faithful worldwide are encouraged to share their passion and spirit via a social media video of them cheering on the 49ers from home each week for a chance to be featured on the Levi's Stadium video boards during player intros, starting with the October 4th home game against the Eagles. Fans can post a video using hashtag #FTTB for the chance to be showcased and can follow 49ers social handles for future UGC campaigns.

  • Exclusive Merchandise: The 49ers have partnered with Mitchell & Ness and Fanatics to develop exclusive Faithful to The Bay branded apparel that will be released throughout the year at Shop49ers.com/FTTB. 49ers partners including Levi's®, Zenni eyewear, The Federalist Wine, Mano's Wine, and Gold Bar Whiskey are also producing limited edition Faithful to The Bay Collections of their unique products.

  • Pop Culture: Music fans know the Bay Area has its own unique sound. The 49ers are continuing to collaborate with local music legends E-40, P-Lo, and other local artists in the "Niner Gang" to maintain Faithful to The Bay playlists on Spotify, Pandora, Apple Music, Tidal, and Deezer. Bay Area musicians will also be featured in an upcoming video series presented by Levi's® that spotlights celebrities who are Faithful to The Bay and allows fans to learn more about their fandom and respective career projects.

  • Fan Groups: The 49ers are proud to attract a diverse group of fans and the team is leveraging the Faithful to The Bay campaign to provide exclusive content and unique experiences all season long at 49ers.com/fans for members of their fan affinity groups, including Women of the Niners, 49ers Kids Club, and 49ers PRIDE.

  • Community Impact: The 49ers Foundation and its direct programs of 49ers EDU and 49ers PREP presented by U.S. Bank – which typically benefit more than 75,000 Bay Area youth per year – will continue expanding their programs across the region. EDU's STEAM education and PREP's physical fitness programs are also expanding online, allowing them to reach youth across the entire Bay Area and beyond.

  • Social Justice: The 49ers are embodying the Faithful to The Bay mantra by committing $1M in social justice grants to local and national organizations, all of which operate locally in the Bay Area. Full details will be announced tomorrow.

As the 49ers get prepared to face off against the Cardinals in Week 1 on Sunday, the fans can participate in the Faithful To The Bay campaign from wherever they will be rooting for their favorite team.


More specific announcements regarding the campaign will be released in the coming weeks. Fans can expect to find news and original content at 49ers.com and @49ers on social media.

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