The San Francisco 49ers have made history by announcing their first “Official Casino Partner” in Mexico, marking a major step in the National Football League’s (NFL) global outreach efforts.
On Thursday, the 49ers revealed a multiyear partnership with Foliatti Casino, a casino brand based in Mexico. Foliatti owns and operates three physical casinos in Monterrey, Guadalajara, and the State of Mexico, as well as an online gaming platform. The company is owned by Grupo CECOM.
As part of the partnership, Foliatti Casino will become the presenting sponsor of the team’s free-to-play “Lucky Six” game on the 49ers’ Spanish website, 49ers.com/esp. The game offers fans the chance to win prizes, including official team merchandise. With the new marketing deal, “Lucky Six” winners will also have the opportunity to win gaming credits redeemable at one of Foliatti Casino’s three physical locations or online.
Ryan Connors, the 49ers’ senior director of partnerships, expressed excitement about the collaboration with Foliatti Casino, calling it an “exciting milestone” and the first partnership of its kind for the team. He emphasized the importance of engaging with new communities in Mexico and providing unique experiences for 49ers fans across the country.
In addition to the “Lucky Six” promotion, Foliatti Casino will be the presenting sponsor of the 49ers’ Official Watch Party events in Mexico.
The partnership marks the 49ers’ first gaming agreement in Mexico, adding to the team’s existing U.S.-based casino partnerships with California Tribes. The 49ers have previously established marketing pacts with the Yocha Dehe Wintun Nation and the Tribe’s Cache Creek Casino Resort, as well as the Tuolumne Band of Me-Wuk Indians and the Tribe’s Black Oak Casino Resort.
While sports betting remains illegal in California, the 49ers do not currently have any sportsbook partnerships like many other NFL teams in legal sports betting states.
The NFL continues to focus on expanding its international popularity, particularly in countries like Mexico where football competes with traditional sports like soccer. The league recently reworked its international development initiative with a new identity called the “Global Markets Program,” allowing teams to apply for rights to select international markets.
Mexico is a designated market for the 49ers, as well as several other NFL teams including the Arizona Cardinals, Dallas Cowboys, Denver Broncos, Houston Texans, Kansas City Chiefs, Las Vegas Raiders, Los Angeles Rams, and Pittsburgh Steelers. This move signifies the continued efforts of NFL teams to increase their presence and engage with fans in Mexico.