Episodes  · Season 4  · Episode 70  · 41 min

Stephanie Dittmer Rogers: History of Innovation

Stephanie Dittmer Rogers, EVP of Marketing for the San Francisco 49ers, on what it means to steward a franchise built on the History of Innovation North Star, how her three marketing verticals of live entertainment, content, and integrated marketing connect to serve the Faithful, and why the moment when the national anthem ends and the flyover starts still gives her goosebumps every single game.

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 ·  The Business of Marketing  · S4 E70  · 41 min
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"We are the third largest fan base in the NFL. In some global markets we are the top. We call them the Faithful."

The Conversation with Justin Cooke

Why History of Innovation is the North Star for 49ers marketing and what three decades of sports passion teaches about building fan loyalty

Stephanie Dittmer Rogers grew up in a small Iowa town where sport was central to family life, attended sports across every major professional league with her family, and has spent her career working toward and then living out the ambition to work in professional sports. As EVP of Marketing for the San Francisco 49ers, she oversees live and in-game entertainment, content across all channels and formats, and integrated marketing including brand, fan engagement, and international growth.

In this conversation she describes the History of Innovation North Star that guides every marketing decision, the three-vertical structure of the marketing function, what it means to steward a fan base called the Faithful, and why the moment when the national anthem ends and the flyover begins is still emotional and still makes her pinch herself every single game.

Key Takeaways

  • History of Innovation. The 49ers came to California to find gold. Silicon Valley. Innovative coaching and playing. We honour that tradition and keep moving it forward.
  • Three marketing verticals: live entertainment, content, and integrated marketing. Everything in service of the Faithful.
  • The Faithful: third largest fan base in the NFL. The top fan base in some global markets. Diverse, dedicated, generational, and growing.
  • I grew up in Iowa. Sport was everything. Working on this brand, I pinch myself every single game when the national anthem ends and the flyover happens.
  • Flag football and international growth: the next chapter for the franchise.

Topics Covered

  1. 01 History of Innovation: the North Star that connects 49ers heritage to modern marketing
  2. 02 The three marketing verticals: live entertainment, content, and integrated marketing
  3. 03 Stewarding the Faithful: the third largest fan base in the NFL
  4. 04 The global 49ers brand and markets where the team is the top NFL fan base
  5. 05 Flag football and international growth as the next chapter for the franchise

Key Exchanges

05
01 Tell us about your role and what drives you at the intersection of sport, entertainment, and marketing.

I am the EVP of Marketing for the San Francisco 49ers. My role encompasses three primary areas: live and in-game entertainment, everything you see inside Levi's Stadium on game day; content, all things video, photo, audio, and distribution; and integrated marketing, fan engagement, brand, international, and flag football. Our entire goal is to grow the Faithful and engage them every day.

The scope of the role across three distinct but connected verticals.

02 What is the History of Innovation North Star?

History of Innovation is the way we think about things. The original 49ers came to California in search of gold and helped create San Francisco and Silicon Valley. Our football team has an innovative coaching and playing history. We want to honour that tradition and legacy but also continue to move it forward and keep building upon it.

The thread that connects the franchise's past to its present marketing direction.

03 What is a game day moment that gives you goosebumps?

Behind the scenes, the production meeting every single game that our head of live entertainment runs. Hearing the intensity and the pride that team has in building out the perfect game day show gives me immense gratitude. And then that moment when the national anthem ends and the flyover happens. I am getting goosebumps now talking about it. It is emotional every single game. I pinch myself.

The human and emotional reality behind the professional role.

04 How did you get into sports marketing?

I have always wanted to be in sports. I grew up in a small town in Iowa. All my cousins. My dad playing basketball. We all played sports all the time. And then I made my career toward it. Getting to work on this brand, on one of the most storied franchises, with an ownership group committed to the community and a fan base as diverse and dedicated as the Faithful, is something I do not take a single day of for granted.

The origin story of a sports marketer.

05 What does the 49ers franchise mean to you personally?

It is honestly unbelievable. I pinch myself quite frequently that I get to work on this brand. It is a very humble brand for how storied it is. An ownership group that commits to the community. A fan base that is diverse and dedicated and generational. Working on a brand that has that much meaning to that many people: I do not take a single minute of it for granted.

The personal weight of the professional responsibility.

S4 E70Season & Episode
41 minDuration
3rd Largest fan base in the NFL, called the Faithful
5 NFL Super Bowl championships in the 49ers' storied history

"History of Innovation. That is the way we think about things. We want to honour that tradition and continue to move it forward."

Hear Stephanie on
The Business of Marketing
Season 4 Episode 70 41 min
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SEO & AI indexed Read the full transcript 4 turns
Lightly edited for readability.

Host Tell us about your role and what drives you.

Dittmer Rogers EVP of Marketing for the San Francisco 49ers. Three verticals: live and in-game entertainment, content, and integrated marketing. All in service of the Faithful, our name for our fan base. Third largest in the NFL. Top fan base in some global markets. History of Innovation is our North Star: honour the legacy, keep moving it forward.

Host What gives you goosebumps?

Dittmer Rogers When the national anthem ends and the flyover happens. I am getting goosebumps now talking about it. It is emotional every single game. I pinch myself. I do not take a single minute of it for granted. I grew up in Iowa dreaming about working in sports. This is that dream.