San Francisco creates '49ers PRIDE' group to engage LGBTQ fans and allies
Just days before Pride month begins, the San Fransisco 49ers unveiled a unique program to engage fans who identify as LGBTQ+.
It’s called “49ers PRIDE.”
Believed to be first fan community of its kind
According to a press release from the team, 49ers PRIDE is believed to be the first fan community started by an NFL franchise with the expressed intent of engaging and supporting LGBTQ+ fans and allies.
A companion video announcing the group features cornerback Richard Sherman and tight end George Kittle.
“We want to celebrate the passion of all the faithful, no matter how they identify,” Kittle said. “If your team is the Red and Gold, you belong in the 49ers family.”
Members of 49ers PRIDE will be invited to watch parties with other members of the group and have the opportunity to march with front-office employees at San Francisco Pride.
San Francisco team president Al Guido announced the group on Wednesday at the LGBTQ+ Activism in Sport town hall, which was held at Levi’s Stadium and co-hosted by the 49ers and San Jose State.
‘We want every fan to feel like part of the 49ers family’
Guido said the group underscores the team’s ongoing commitment to supporting the LGBTQ+ community.
“The 49ers organization is proud to welcome 49ers PRIDE – the official community of 49ers fans who identify as LGBTQ+ and their allies – to our network of fan groups that connect members of the Faithful with our brand and create unique engagement opportunities,” he said. “We want every fan to feel like a part of the 49ers family and we look forward to furthering our presence in the LGBTQ+ community through this initiative.”
Since 2005, the 49ers have donated almost $150,000 to Bay Area groups like GLAAD (the Gay & Lesbian Alliance Against Defamation) and the San Francisco LGBTQ Center; the team has also previously sponsored and hosted the GLAAD Awards at Levi’s Stadium.
In 2016, Niners CEO Jed York donated $75,000 to the Equality North Carolina Foundation, which was fighting the state’s House Bill 2.
Leading in diversity and equality
49ers PRIDE is the latest initiative by the Niners to be inclusive.
Three years ago, the franchise implemented practices requiring that women and people of color be interviewed for every full-time business operations position that comes open.
Those conducting the interviewers on behalf of the club are diverse as well.
The team has also long had the Denise DeBartolo York Fellowship, named for the team owner and co-chair, which provides young women the opportunity to gain experience in the finance, business strategy, analytics, and stadium operations departments.
Last year, San Francisco unveiled WON – Women of the Niners – to engage female fans.
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