International Sports Marketing x Collegiate InsightTake a look at Terrion’s time with the San Francisco 49ers, serving as an international marketing intern, creating a weeklong pregame activation plan for their 2026 games in Australia & Mexico, with a layout also for Ireland, United Kingdom, and Brazil.
Time with the 49ers
What did I do at the 49ers / Overview
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As part of the San Francisco 49ers’ international marketing efforts, I developed a scalable international marketing activation framework across five global markets, integrating cultural strategy, partner ecosystems, and multi-day fan engagement.
The project focused on rethinking how sports organizations engage international audiences—not as one-time events, but as multi-day, culturally integrated brand experiences.
Why are the 49ers wanting to do this / Rationale
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Global sports marketing is shifting from single-game events to multi-day cultural experiences—where engagement is driven by the surrounding environment, not just the game itself.
As the NFL expands internationally, teams face a critical challenge: how to build meaningful engagement in markets where American football is not yet deeply rooted. Traditional, game-day-centric marketing limits long-term fan development and reduces opportunities for partner activation and media amplification.
How I supported the 49ers / Approach
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I conducted comparative analysis across major global sports activations, including NFL international games, Formula 1 events, and large-scale fan festivals. From this, I developed a five-day activation model designed to build momentum leading into game day while maximizing fan engagement and partner visibility.
The framework included:
– A structured five-day progression (Launch, Skills, Tech, Culture, Festival)
– Centralized fan zones as engagement hubs
– Integration of interactive experiences (VR, skill challenges, digital activations)
– Strategic partner placements across physical and digital touchpoints
– Built-in media and influencer opportunities for continuous content generation
Each activation was adapted to local markets, incorporating cultural elements such as:
– AFL integration in Australia
– Football (soccer) alignment in Mexico and Brazil
– Heritage-driven experiences in Ireland
– Premier League-inspired activations in the United Kingdom
Execution Highlights
The strategy translated into detailed, market-specific concepts, including:
– NFL x local sport skills arenas (AFL, soccer, Gaelic football)
– Immersive brand installations (LED tunnels, VR locker rooms, fan maps)
– Culturally tailored food, merchandise, and design elements
– Partner-led experiences with brands such as Cisco, SAP, and United Airlines
– Multi-day programming designed to increase dwell time and repeat attendance
Outcome
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The final deliverable was a comprehensive activation report outlining a scalable, repeatable model for international game weeks. The framework demonstrated how sports organizations can extend engagement beyond game day to create sustained brand presence, deeper fan connection, and expanded partner value.
Key Takeaways
– Global marketing requires adaptation, not replication
– Brand experience is a primary driver of fan engagement
– Multi-day activations increase both cultural relevance and commercial impact
– Integrating local culture is essential for long-term market growth
This work demonstrates how global sports brands can move beyond event-based marketing to build sustained, culturally relevant fan ecosystems that drive long-term engagement.
