The San Francisco 49ers NFL American football franchise has today (Tuesday) claimed a first-of-its-kind partnership after teaming up with augmented reality specialist MYXR.

The 49ers’ multi-year deal with MYXR names the San Francisco-based company as the team’s official augmented reality partner.

The partnership is designed to enhance significantly the fan experience at Levi’s Stadium and across the team’s digital channels. According to the 49ers, MYXR is the first AR company to sign a multi-year partnership with a professional sports team.

By teaming up with MYXR and its Experience Platform, the 49ers will further enhance its AR offering, which it has developed over the past two years.

In 2016, the team celebrated its 70th anniversary by distributing AR trading cards to fans at home games, bringing to life historic moments from the 49ers’ past. A similar feature was launched last year with souvenir collector cups made available at Levi’s Stadium’s convenience store.

The first of the team’s initiatives under the new MYXR Experiences banner will be introduced to fans during the 2018 regular season, with plans currently being finalised in collaboration with the relevant sports and marketing teams.

Brent Schoeb, vice-president of corporate partnerships for the 49ers, said: “Our organisation prides itself on aligning with corporate partners with cutting-edge technologies that enhance fan engagement. We look forward to collaborating with MYXR on customised AR experiences using their MYXR Experience Platform to enhance our game days at Levi’s Stadium and year-round on our team digital channels.”

Hans Koch, chairman and chief executive of MYXR, added: “We are honoured to be selected as the official augmented reality partner for the 49ers organisation. We’re excited that MYXR’s Experience Platform will provide a revolutionary experience for the fans and partners of one of the most storied franchises in the NFL.”

Image: Jim Bahn