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DUBAI: The San Francisco 49ers have made history by becoming the first NFL franchise to host an event in the UAE. It followed the announcement that the league had granted the 49ers marketing, fan engagement, and commercial rights in the market.

The event — which featured a flag football coaching session and youth flag football clinic in Dubai — highlights the club’s continued investment in youth athletics and the growth of flag football worldwide in the lead-up to the sport’s inclusion in the 2028 Summer Olympics.

The 49ers announced in March that they had been granted activation rights in the UAE as part of the NFL’s Global Markets Program.

The initiative builds on the team’s success in other global markets, including the UK and Mexico in which the 49ers’ local fan base has grown by at least 50 percent. The 49ers have hosted more than 50 community events in the UK and Mexico since 2021, leaving a lasting impact on local youngsters.

Tuesday’s event was held at GEMS World Academy Senior School, which is part of the largest network of schools in the UAE, serving 125,000 students.

The day began with staff from the 49ers training more than two dozen physical education teachers in the fundamentals of coaching flag football. Then around 30 students, aged 10-11, participated in a flag football clinic, enjoying different NFL-themed practice drills and an introduction to flag tag. Sourdough Sam, the mascot of the 49ers, also made a special appearance to engage with students and interact with fans.

Stephanie Rogers, executive vice president of marketing for the 49ers, said the occasion marked “an exciting milestone in the 49ers’ global fandom journey.”

She added: “We’re thrilled to see so much local enthusiasm for the San Francisco 49ers and flag football. We have been warmly welcomed by the community and we look forward to building long-lasting relationships with future fans and partners here.

“Our commitment is not just about flag participation but about creating a journey for youth development. Across a combination of in-person events, digital activations and community initiatives, we aspire to share the storied history of the 49ers with the UAE.”

Elevate recently announced its role as the 49ers’ agency of record for global marketing efforts, after acquiring Rise Group, the Middle East’s sports and entertainment agency. The partnership will strengthen the team’s ability to make a meaningful impact in the UAE.

Dave McCann, partner at Rise Group, said: “The 49ers are synonymous with innovation and community engagement, and we look forward to unlocking more opportunities for both the team and MENA (Middle East and North Africa region) partners as we continue to grow in the region.

“We’re excited to help shape the future for both the 49ers and flag football in the UAE.”

The 49ers are also announcing the launch of their Arabic social media channels —  on Instagram, X, TikTok, and Facebook — during their visit to further engage with local communities.

PHILADELPHIA: Chelsea coach Enzo Maresca has insisted that the club’s owners are not putting extra pressure on him to win the Club World Cup as a result of the enormous financial incentives on offer at FIFA’s new tournament.

World football’s governing body has dangled the carrot of a total $1 billion in prize money to the 32 competing teams in the United States.

If Chelsea, as one of the 12 European representatives, go on to win the trophy on July 13, they can take home around $125 million (£92.4m) as a cash reward.

That could give the Stamford Bridge side a considerable advantage over many of their English and European rivals going forward into next season.

However, Maresca claims money has not come up in discussions with the club’s hierarchy around the ongoing competition.

“The owners just want the best for us and for the players game by game and they are not talking about the final prize or the final reward in terms of money,” the Italian told reporters in Philadelphia ahead of Tuesday’s match against Esperance of Tunis.

“They never put pressure on me or the players in terms of we need to win this tournament because of the money.”

Chelsea must avoid defeat against the Tunisian four-time African champions in order to qualify for the last 16 from Group D.

That is after they were beaten 3-1 by Brazilian giants Flamengo in their last game, when Maresca appeared to prioritize tactical experiments over the need for results.

Playing Cole Palmer on the right of a front three was not a success, as the England international struggled to make a big impact on the game.

“Off the ball Cole was defending a little more wide, but the position on the ball was exactly the same position as during the season,” Maresca explained.

“If it is a good moment or not to try new things, I don’t know. But we also are here to think about the future, and to try different systems.

“Last year we played three or four different systems during the season. The idea is to continue to evolve and improve, and to try different things.”

Philadelphia is sweating under a fierce heatwave at the moment, and while the 9:00 p.m. local time kick-off on Wednesday should mean that is not a huge factor for the game itself, it has made preparations tricky.

“It is almost impossible to train because of the weather. Now we are just trying to save energy for the game,” said Maresca, who is likely to rotate his squad and make numerous changes to the starting line-up.

Striker Nicolas Jackson is suspended after being sent off against Flamengo having come on as a substitute only a few minutes earlier.

Chelsea won their opening match at the tournament, defeating Los Angeles FC 2-0 in Atlanta, before the reverse at the hands of Flamengo.

Esperance bounced back from a defeat to the Brazilians as they beat LAFC 1-0 in Nashville in their last outing — that is the only victory so far in six matches at this Club World Cup for a North African team.

If Chelsea go through they will head to Charlotte for a last-16 tie on Saturday against the winners of Group C, which could be Bayern Munich.

“If we go through we can talk about Bayern,” said Maresca. “In this moment it has to be about tomorrow. Football is full of surprises.”

Maher Kanzari, the coach of the Tunisian champions, said his team were ready for a ‘historical’ battle against the Blues.

“We are prepared and we have to fulfil the expectations of our technical team, of our fans, of the Tunisian public. It will be a historical game,” he said.

“We will be well prepared, especially mentally. Everyone is waiting for this game and we are really proud of what we have achieved so far.

“Hopefully we will do what it takes.”