The NFL has embraced technology in recent years, both as a differentiator that drives interest in its TV product, but also as a fan engagement tool that has helped to cement the league’s dominant position in the US sports landscape.
The American football league’s 32 franchises are in much the same boat, having each embraced technology in different ways with the aim of gaining the commercial upper hand.
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This is evident with franchises such as the Seahawks partnering with Amazon Web Services, or the Colts enhancing its payments technology with Shift4.
In this regard, the San Francisco 49ers are the latest to take a major step into the digital world.
The storied franchise recently partnered with professional services heavyweight PwC, which will now serve as the team’s official digital consulting partner.
Through the multifaceted partnership, PwC will consult on the 49ers’ digital environment, focused on enhancing the fan experience at the team’s 70,000-capacity Levi’s Stadium.
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By GlobalDataThe ‘holistic’ strategy will include ‘future proofing’ the team’s digital operations in order to ensure long-term fan engagement gains, and will also include the creation of a dedicated 49ers mobile app, which will host team-related content.
Now, speaking to Sportcal (GlobalData Sport), 49ers executive vice president of technology Costa Kladianos and PwC advisory leader Tyson Cornell discuss how technology has become a difference-maker for NFL teams, and how the pair’s new partnership can yield dividends.
When it comes to gaining a commercial edge in the NFL, how vital has it become to explore new technology partnerships?
Kladianos: “For us at the 49ers, blending sports and technology is the only way we know how to operate. Being in Silicon Valley, the innovation capital of the world, we know how important it is to be ahead of the curve. That’s why we are partnering with PwC to revolutionize the fan experience at Levi’s Stadium.”
Cornell: “Technology partnerships have become essential to staying competitive in the modern NFL. Teams aren’t just competing on the field; they’re competing for fan attention, engagement, and loyalty year-round. By partnering with PwC, the 49ers are leveraging innovation, data, and design to deliver next-level fan experiences that drive both connection and commercial growth.”
What does success look like for the partnership?
Kladianos: “Together with PwC, we aim to enhance the gameday experience at Levi’s Stadium and deepen our connection with our global fan base. In the stadium, that looks like quicker entry into the building, shorter concession lines, and personalized content. For fans who can’t always be at games in person, its unique experiences that make them feel like a part of our family. We are thrilled to work with PwC on this project and look forward to sharing updates with the Faithful soon.”
Cornell: “Success means creating a fan experience that’s as dynamic and innovative as the 49ers themselves. It’s about delivering a personalized, tech-driven platform that keeps fans connected year-round while setting a new industry standard for digital engagement. Ultimately, success will be measured by how seamlessly we blend technology, fandom, and community to deepen loyalty and grow the 49ers’ global reach.”
Is the aim to reach digital native fans where they consume content? How will you achieve that?
Cornell: “Absolutely. Fans today expect connection, relevance, and immersion well beyond game day. By combining PwC’s digital expertise with the 49ers’ innovative mindset, we’re building a personalized, always-on experience that meets fans where they already are: across digital platforms, in-stadium, and beyond.”
“This partnership is about more than building an app. It’s about reimagining what it means to be a fan in the digital era. Together, PwC and the 49ers are creating a blueprint for how technology can transform sports, making every interaction more personalized, connected, and meaningful, ultimately enhancing the fan experience and making every fan feel like a VIP.”
How important is it to leverage the stadium asset for collaborations such as this? Especially considering fan engagement.
Kladianos: “Levi’s Stadium is the crown jewel of 49ers fan engagement. We’re fortunate to have a world-class sports and entertainment venue to call home, but we also want to continuously innovate in order to maintain the fan experience we’re known for. Our new mobile app, created in partnership with PwC, will spark the next era of fan engagement at Levi’s Stadium. It will connect every stadium touchpoint, from tickets and concessions, to content and in-stadium engagement.”
“With that said, the 49ers Faithful is millions strong worldwide. Our new app, which will really be more than just an app, will serve as a 49ers hub for fans globally. It is a major priority for us to continue engaging 49ers fans who can’t always be at Levi’s Stadium on gamedays.”
Cornell: “Levi’s Stadium is more than a venue – it’s a key part of the 49ers’ digital ecosystem. By integrating smart technology and connected experiences within the stadium, we’re transforming how fans engage on game day and extending that energy into the broader digital community.”
Does reshaping your digital environment also provide the opportunity to create more sponsorship inventory?
Kladianos: “Right now, we’re solely focused on working with PwC to reimagine what fan engagement looks like. Our new app will benefit all fans, whether they are watching from their Levi’s Stadium seats or from across the globe in Mexico, the UK, or the UAE.”
