49ers are expanding their marketing investment in the East Bay while broadening community outreach49ERS
The 49ers have a new slogan and campaign underway titled "'Faithful to the Bay,' a love letter to the team's legions of fans," according to Ryan Barwick of ADWEEK. The campaign's "emphasis on geography is a clever nod to its now lone standing as the only team in town." Last season marked the Raiders' final game in California before moving to Las Vegas. 49ers CMO Alex Chang said, "We're not trolling the Raiders; that was one of our key tenets internally. We don't have a plan or strategy to convert Raiders fans." Still, Barwick noted the 49ers are "expanding their marketing investment in the East Bay in addition to broadening the franchise's community outreach programs." Chang said of those efforts, "Are we trying to use the totality of our brand to cover everywhere? Of course. That means extending into the East Bay." But Raiders fans "aren't the target of that outreach: Young fans and new residents will be the most likely converts" (ADWEEK.com, 9/8).
