They may not have played an NFL International Series game since beating the Arizona Cardinals in Mexico three seasons ago, or crossed the Atlantic since their 2013 demolition of the Jacksonville Jaguars at Wembley, but the San Francisco 49ers are ramping up efforts to entice fans from both countries ahead of a big year in 2026.

With Super Bowl LX due to take place at Levi’s Stadium next February, the Bay Area is set for a globally-visible start to the new year and, as a result, the 49ers and the San Francisco Travel Association are joining forces in multi-year international partnership that will ‘leverage the team’s powerful brand and fanbase’ to drive visitation to San Francisco.

This announcement marks the first 49ers partnership with a domestic travel destination and was finalised in advance of the upcoming large-scale events set to take place at Levi’s next year — including group games for the 2026 FIFA World Cup and concerts by AC/DC and Ed Sheeran — which will place San Francisco and the Bay Area in the global spotlight.

Under the agreement, San Francisco Travel becomes the official domestic travel partner of the 49ers, while joint international marketing efforts will focus on two strategically important visitor markets for San Francisco Bay Area tourism: Mexico and the UK, where the 49ers have strong fanbases and official marketing rights through the NFL’s Global Markets Programme. Elevate, serving as the 49ers global agency of record, will support the partnership’s footprint across both countries.

“Each year, millions of fans around the world cheer for the San Francisco 49ers,” said Anna Marie Presutti, president & CEO of San Francisco Travel. “This partnership lets us bring the magic of San Francisco directly to those fans at games, online, and at events in Mexico, the UK, and here at home. We’ll work together to promote San Francisco as a must-visit destination and highlight the 49ers.”

The partnership will include joint campaigns, co-branded activations, support of official 49ers events in Mexico and the UK, international sweepstakes and prominent visibility at Levi’s® Stadium, featuring digital videoboard and LED signage, as well as experiential gameday activations.

“At the 49ers, we share San Francisco Travel’s commitment to connecting people from around the world through incredible experiences,” said 49ers EVP of marketing Stephanie Rogers. “As we welcome fans from across the world to Levi’s Stadium or our fan activations in the United Kingdom and Mexico, this partnership will help us expand and enhance the fan experience through new initiatives. This is just the beginning of what we can create for our global community.”

For more information, visit 49ers.com and SFtravel.com.