By Barry Janoff
June 17, 2014: The San Francisco 49ers, entering the final weeks before the opening of their new home field, Levi's Stadium, have added another key brand to the team and venue's roster of marketing partners.
Esurance, an online division of Allstate, has signed a multi-year deal to become the exclusive car, motorcycle, homeowners and renters insurance sponsor of the 49ers.
In addition to marketing and activation platforms, the direct-to-consumer insurance provider was named the presenting sponsor of the team's new fan engagement program, Faithful 49 presented by Esurance.
Financial terms were not disclosed.
Esurance will have presence both in-stadium and via the team's Web site following the opening of Levi's Stadium this summer. The 68,000-plus seat venue is located in Santa Clara, about 30 miles south of San Francisco.
In addition to Niners games, college football and concerts and other entertainment events, Levi's Stadium will host the NFL's historic Super Bowl 50 in February 2016 and Wrestlemania 31 in March 2015.
"Esurance is known for its innovative approach to insurance, and we are proud to welcome them as a partner," Paraag Marathe, president of the 49ers, said in a statement. "In our relentless quest to develop new and unique ways to provide our faithful fans a rewarding connection to our team, we feel Esurance is the perfect presenting partner of the Faithful 49 program. Their embrace of digital and social media facilitated the creation of a program that fans will find easy to use and extremely rewarding."
"Esurance is known for its innovative approach to insurance, and [the San Francisco 49ers] are proud to welcome them as a partner."
Partners of the Niners and the new stadium also include naming rights holder Levi's, PepsiCo, Yahoo!, Intel, Anheuser-Busch's Bud Light, Sony, Comcast-NBCUniversal, SunPower, NRG Energy, SAP, Violin Memory and Brocade.
Esurance's partnership includes "digital signage and other promotional elements within Levi's Stadium" as well as permanent branding on the home page of the Faithful 49 program and promotion on the team's mobile app and Web site.
The Faithful 49 presented by Esurance provides people with the opportunity to build their status in the team's fan engagement program, which offers members unique benefits and rewards.
According to the team, people can accrue points in Faithful 49 by "Gaining Yards" (the program's digital currency) by "attending games and events, engaging with the team digitally and socially, and shopping at Levi's Stadium and other 49ers businesses." Among the rewards are exclusive memorabilia and experiences such as a trip to a 49ers road game on the team plane, lunch with a player, autographed items, tickets to 49ers' games and tickets to other events at Levi's Stadium.
According to Gary Tolman, Esurance president and CEO, "The 49ers are one of the most storied and successful franchises in the NFL, and their innovative use of technology and social media in the Faithful 49 program mirrors the way that Esurance leverages technology to put its own customers first. We are looking forward to connecting with loyal 49er fans and creating exciting new opportunities for Esurance customers to be a part of the 49ers' success on and off the field."
The first game scheduled for Levi's Stadium is Aug. 2 between Major League Soccer clubs San Jose Earthquakes and Seattle Sounders. The first regular-season Niners game is Sept. 14, when the team hosts the Chicago Bears in a nationally televised event on NBC's Sunday Night Football.
NFL Puts Historic Super Bowl 50 Into Niners Levi's Stadium
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