Leeds United part-owners reveal relationship hope and city event after aggressive 49ers moves - YEP 8/9/22
The 49ers have gone quietly about their business as part-owners of Leeds United to date but the NFL franchise are planning to make much more noise in the UK.
By Graham Smyth
A broadcast partnership with talkSport and an agreement with
UK-based digital content publisher Gridiron is part of a concerted effort from
the San Francisco operation to 'extend their reach' on these shores.
This Sunday they will host their first ever official UK fan
event with a 'watch party' for the season opener against the Chicago Bears.
Rather than holding it in London, where the NFL has
traditionally focused its attention, they're coming to BOX sports bar in Leeds
and promising some form of representation from Elland Road.
A push into the UK is no surprise given the 49ers' financial
backers upped their stake in Leeds United to 44 per cent.
They hold ambitions for a full takeover from Andrea
Radrizzani and although have said little on that front, or indeed on any front
when it comes to Whites business this year, they have had a presence at Elland
Road for recent Premier League games and board meetings.
If 49ers' chief marketing officer Alex Chang has his way,
they will be all the more visible at Elland Road in the future and, at the same
time, increase awareness of Leeds United back home.Leeds United part-owners
reveal relationship hope after aggressive UK move
"We'll certainly want to be able to have our players go
to Elland Road, we want to have these players come to Levi's Stadium as
well," he told SportsPro Podcast.
"We want to make sure that we're kind of leveraging
that relationship between the two organisations. We've already had Jesse
[Marsch] here during the offseason and visited with the team.
"We have several players in the 49ers who are soccer
fans who are now becoming Leeds fans because of our relationship there.
"We have 49ers fans becoming Leeds fans and vice versa. So there's
definitely a lot of cross pollination to be done."
An English football club and an American football franchise
do not make for the most natural of bedfellows.
While there will be a limited crossover in terms of
supporters of one club who dabble in the other, die-hard Leeds season ticket
holders who never miss a 49ers game would be a very rare breed. Regular
attendees of 49ers games who get up in the early hours to watch Leeds in
lunchtime kick-offs might be even rarer.
That fact made for some stilted initial attempts to shoehorn
the relationship into social media content, with Leeds players wishing their
49ers counterparts well and vice versa.
Even the naturally charismatic Kalvin Phillips struggled to
ham it up, reading a cue card of well wishes for the 49ers' January 2020 NFC
Championship game.
Chang believes they can do much more together, though.
"You can do casual things wishing a team good luck and
vice versa and that's okay," he said.
"But where it becomes a bit more interesting for us to
be able to do more bespoke content, branded content between the two clubs or
more specific content with players interacting with each other or things like
that. So that's definitely an opportunity for us."
What might make any planned content less incongruous is the
arrival at Elland Road of Marsch and fellow Americans Tyler Adams and Brenden
Aaronson, much to Chang's delight.
"I think the American influence on Leeds is
serendipitous, the signings of Brenden and Tyler," he said. We have
nothing to do with that obviously but it's cool to have some American players
there and they're playing very well, and Jesse's doing a great job as well. Having
that connection is nice and helps us kind of strengthen that connection between
two organisations. That's great and helps our fans here in the US become real
fans because of that strong American connection. That's great too. And we want
to encourage that."
What will undoubtedly prick up the ears of Leeds fans much
more is the possibility of 'group-wide' commercial deals that could boost their
club coffers.
President of 49ers Enterprises Paraag Marathe, also now
Leeds vice chairman, has often spoken of knowledge-sharing and the expertise
that they can bring with them across the Atlantic but at times it has been hard
to pin down the specific, tangible benefits of their involvement at Elland
Road.
Chang has put a little more meat on the bones with the
suggestion that the clubs are considering joint sponsorship opportunities.
"It's very much something that we're thinking
about," he said. "We've had teams working on that as well, to say
'can we strike a commercial sponsorship deal that includes both clubs?’ There
has been a lot of interest in that area, especially for global brands who
really understand the power of both sports and we're talking about the two
biggest, most popular leagues and sports in the world, right?
"And you have two historic franchises. It's a pretty
powerful proposition."
It would not be without its challenges however, with certain
English footballing concepts very much alien to some American firms.
"A lot of times we're starting with the basis of, let's
say, a US-based brand right sponsor we work with here," said Chang. "Sometimes
for them, kind of on an individual level, because they're regionally based,
explaining to them the PL, explaining to them Leeds United, the whole system.
"Last year trying to explain to them what relegation
means and thankfully avoiding relegation. So having those types of
conversations are important and vice versa. In the UK when we're talking to
UK-based organisations, talking about the power of the NFL and understanding
what the 49ers mean within the NFL, what our market means, what our brand
means, what our fan base represents. So it's education on both sides, but it's
absolutely part of our strategy."
What Leeds United supporters are most interested in hearing
about is the 49ers' strategy for extending their reach at the Whites and taking
over entirely.
Radrizzani recently insisted that the boardroom is settled.
“In this moment, there is nothing under discussion," he
told the Athletic. "They have, as you know, an option to take a majority
in 2024. Maybe before or at that moment, something will be discussed. At this
moment, we are super happy.”
So while the 49ers are making moves in the UK, for the
moment, they're sitting comfortably and quietly around the table at Elland
Road.