The California Table Grape Commission is leveraging the San Francisco 49ers’ strong Mexican fanbase to drive consumer engagement and retail promotions during the high-volume autumn grape season, with activities centred around the team’s Mexico City game on 22 November.
The California Table Grape Commission (CTGC) and the San Francisco 49ers have teamed up for the 2026 NFL season.
The new partnership is designed to build excitement for California grapes among consumers in Mexico.
As part of the partnership, Grapes from California is an official partner of the San Francisco 49ers in Mexico, and the official grape partner of the San Francisco 49ers.
The partnership comes as the California table grape season moves into its high-volume autumn months and the 49ers prepare to play in Mexico City on 22 November at Estadio Banorte.
Mexico is an important export market for California table grapes, and the partnership will ”create new opportunities to connect with consumers and support retail promotions during a key period of the California grape season”, the CTGC said.
Activities planned throughout the autumn include retail promotions, Spanish-language social and digital content, influencer content, and trade engagement.
“With the NFL returning to Mexico City and all the excitement that comes with it, we are thrilled to partner with California Grapes who share our goal of engaging and growing our fanbase throughout Mexico,” said Ryan Connors, 49ers senior director, global partnership sales and strategy.
“Our energetic ambitions match that of the California Table Grape Commission, and we look forward to bringing awareness and unique opportunities for California grapes to the Faithful.”
“Mexico is a vital market for California table grapes, and we are proud to partner with the San Francisco 49ers, an organisation that shares our deep California roots and longstanding tradition of excellence,” said Ian LeMay, president of the California Table Grape Commission.
“The 49ers have built an extraordinary bond with fans throughout Mexico, creating a natural platform to celebrate two iconic California legacies,” he explained.
”Together, we look forward to bringing the quality, energy, and spirit of California to consumers across Mexico during the heart of our grape season.”
The partnership will activate leading up to the NFL Mexico game, with a range of content and activities designed to engage fans and support California grape promotion at retail in Mexico throughout the autumn.
California grapes will be incorporated into 49ers fan activities in Mexico, including official watch parties, providing additional opportunities to engage consumers throughout the season.
