September 1, 2023 marked the beginning of an unprecedented agreement between Los Cabos, Baja California Sur, and the San Francisco 49ers, with the aim of revitalizing tourism in the region after the impacts of the Coronavirus pandemic. The agreement, valued at $700,000 and with "urgent" status, was designed to prevent the flight of tourists from California, United States, by promoting the destination during the team's games at Levi's Stadium.

The Los Cabos Tourism Trust established a contract with the "Forty Niners SC Stadium Company, LLC" to display the legend "Visit Los Cabos" during the San Francisco 49ers preseason and regular season games. In exchange for this promotion, a payment of 700 thousand dollars was agreed, distributed in eight monthly payments. Additionally, extravagant clauses were included, such as arranging a photo shoot in Los Cabos wearing a 49ers helmet during a picturesque sunset.

The agreement, valid until April 30, 2025, highlights the importance of the Californian market for Los Cabos, which is why it sought to establish a strategic partnership with the 49ers. The promotion will include ads on television, radio, social media and the display of eight ads per game at Levi's Stadium. Additionally, the participation of Flag Football player Diana Flores and a select group of influencers was suggested to generate media coverage and enthusiasm around the association.

This agreement reinforces the ties between San Francisco and Mexico, as the 49ers visit the country in 2022 for a regular season game against the Arizona Cardinals. Now, with this alliance with Los Cabos, we seek to promote tourism as an emergency after the challenges faced during the Covid-19 pandemic.

The signing of this agreement not only represents an innovative strategy to promote tourism, but also an example of how sport can serve as a platform for economic recovery and strengthening the tourism industry in difficult times.