SBJ/June 9-15, 2014/Facilities

Esurance to sponsor 49ers fan loyalty club

The San Francisco 49ers are launching a fan loyalty program and have signed a five-year deal with Esurance to be its presenting sponsor.

Registration is free for the Faithful 49 Presented by Esurance, a fan engagement initiative driven largely through the team’s mobile application and other digital outlets, said Ethan Casson, the club’s chief revenue officer. Esurance’s deal is a step below founding partner status.

Team officials are promoting the program as a spirited competition among fans to gain the most “yards,” the 49ers’ term for points, Casson said. They can redeem those yards for experiences such as a 49ers road trip, field passes, lunch with a player and dinner on the field, plus memorabilia including game-used jerseys and old seats from Candlestick Park.

A key driver for signing up is the opportunity to buy single-game tickets for 49ers home games, which are expected to be in short supply after the team concludes its season-ticket campaign in the coming weeks, Casson said. 

The team does not yet know how many single-game tickets will be available to the public and how many yards will be required to get the chance to buy those tickets, he said.

Fans can gain yards by attending home and away games and buying merchandise at the stadium but they can also do the same thing by reading stories and watching videos on 49ers.com and following the team and Esurance on social media channels.

— Don Muret

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