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Volume 26 No. 206
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By The Book: 49ers Sign NFL's First "Educational Services" Partner

It is not often that an NFL team pitches a corporate sponsorship to a company less than a mile from its front door, but such was the case earlier this year when the 49ers called upon online textbook seller Chegg, also based in Santa Clara. Several months later, 18-year-old Chegg, which has a market cap of $3.5B, is a 49ers team sponsor with a multiyear deal in the generally unexploited “educational services” sector. The 49ers are believed to be the first NFL team to have filled that unusual category. It also marks Chegg’s initial foray into sports marketing. Stadium signage and PA announcements support the activation, which centers on a philanthropic program. Chegg is deemed presenting sponsor of every 49ers first down at Levi’s Stadium and will contribute $500 for each first down to a scholarship fund, to a maximum of $100,000. 49ers co-Chair John York sits on Chegg’s BOD. “Honestly, we didn’t know that when we first approached them,’’ said 49ers CRO Brent Schoeb, “but it didn’t hurt, and we both do a lot with educational causes, so...”