1
00:00:00,120 --> 00:00:03,760
Speaker 1: This is the countdown to the close arm Romain Bosting and.

2
00:00:03,720 --> 00:00:07,440
Speaker 2: I'm Scarlett Fou and we're two weeks away, almost two

3
00:00:07,440 --> 00:00:08,640
Speaker 2: weeks away from a certain game.

4
00:00:09,000 --> 00:00:11,400
Speaker 1: Yeah, I'm told it's the big Game? Are we allowed

5
00:00:11,440 --> 00:00:13,360
Speaker 1: to call it the Super Bowl? Yeah? Okay, I think

6
00:00:13,360 --> 00:00:15,319
Speaker 1: that just cost us like five hundred grand right there.

7
00:00:15,320 --> 00:00:17,400
Speaker 1: But this is going to be a big deal. You know,

8
00:00:17,760 --> 00:00:20,080
Speaker 1: I believe you are a San Francisco forty nine Ers

9
00:00:20,120 --> 00:00:21,720
Speaker 1: fan or I'm told, as you.

10
00:00:21,680 --> 00:00:23,640
Speaker 2: Talked, I married into it, so was up my choice.

11
00:00:23,800 --> 00:00:26,160
Speaker 1: Facing off against we should point out not only the

12
00:00:26,200 --> 00:00:29,520
Speaker 1: reigning champions, but of course the couple of the year.

13
00:00:29,640 --> 00:00:31,960
Speaker 2: Yes, and we'll get to that in a moment. But

14
00:00:32,000 --> 00:00:34,440
Speaker 2: you know, tickets for this event in Vegas are the

15
00:00:34,479 --> 00:00:36,760
Speaker 2: most expensive ever for the Big Game. We're talking about

16
00:00:36,760 --> 00:00:39,720
Speaker 2: an average ninety eight hundred dollars a piece according to

17
00:00:39,800 --> 00:00:42,680
Speaker 2: reseller tick Pick. Huge, huge jump from the last time

18
00:00:42,840 --> 00:00:44,720
Speaker 2: the Chiefs and the forty nine Ers battled in the

19
00:00:44,760 --> 00:00:47,560
Speaker 2: twenty twenty Super Bowl. So I'm thrilled to say joining

20
00:00:47,600 --> 00:00:50,080
Speaker 2: us now is al Guido. He is president of the

21
00:00:50,200 --> 00:00:53,320
Speaker 2: NFC champions, the San Francisco forty nine Ers. Alice also

22
00:00:53,360 --> 00:00:57,720
Speaker 2: CEO and chairman of the sports and entertainment agency Levy. Congratulations,

23
00:00:57,800 --> 00:00:58,280
Speaker 2: Thank you.

24
00:00:58,280 --> 00:01:00,480
Speaker 3: So much, appreciate it. Thank you for having me before

25
00:01:00,480 --> 00:01:01,000
Speaker 3: we get started.

26
00:01:01,040 --> 00:01:03,720
Speaker 2: To be honest, how nervous were you when the Niners

27
00:01:03,760 --> 00:01:05,679
Speaker 2: were down seventeen in the third quarter? What was running

28
00:01:05,680 --> 00:01:06,160
Speaker 2: through your head?

29
00:01:06,319 --> 00:01:07,080
Speaker 3: Really nervous?

30
00:01:07,160 --> 00:01:10,039
Speaker 4: My ordering alerted me to my stress level, to be

31
00:01:10,080 --> 00:01:12,520
Speaker 4: honest with you, and I had to spend time consoling.

32
00:01:13,080 --> 00:01:13,919
Speaker 3: I have three daughters.

33
00:01:13,959 --> 00:01:15,800
Speaker 4: I was spending time consoling two of them who were

34
00:01:15,840 --> 00:01:18,200
Speaker 4: in tears about what was about to happen. But it

35
00:01:18,240 --> 00:01:20,160
Speaker 4: was a great second half and we're lucky.

36
00:01:19,959 --> 00:01:21,559
Speaker 2: To come out on top, and they kept their faith,

37
00:01:21,600 --> 00:01:23,679
Speaker 2: so it all worked out in the end. If sport

38
00:01:23,720 --> 00:01:26,319
Speaker 2: franchises are brands, and the forty nine Ers are one

39
00:01:26,319 --> 00:01:29,200
Speaker 2: of the most storied brands around, a brand's value, of course,

40
00:01:29,280 --> 00:01:31,880
Speaker 2: is tied in large part to the value of its followers,

41
00:01:31,880 --> 00:01:34,319
Speaker 2: it's fans. So I'd like to get from you some

42
00:01:34,480 --> 00:01:37,880
Speaker 2: sense of the numbers on this size, the depth, the

43
00:01:37,920 --> 00:01:42,039
Speaker 2: reach of your fan base, the faithful that sponsors like Levi's,

44
00:01:42,040 --> 00:01:45,759
Speaker 2: which recently renewed its stadium renewal rights naming rights, are

45
00:01:45,840 --> 00:01:48,000
Speaker 2: paying for access to Can you tell us a little

46
00:01:48,000 --> 00:01:48,760
Speaker 2: bit about them.

47
00:01:48,720 --> 00:01:51,360
Speaker 4: Certainly, and I think the world it continues to shrink

48
00:01:51,400 --> 00:01:53,160
Speaker 4: every single day. And so when I got to the

49
00:01:53,160 --> 00:01:55,240
Speaker 4: team in twenty ten, I think about we weren't in

50
00:01:55,280 --> 00:01:56,320
Speaker 4: Levi's Stadium yet.

51
00:01:56,360 --> 00:01:58,360
Speaker 3: But the reality is most of us.

52
00:01:58,200 --> 00:02:00,320
Speaker 4: In the sports world call it fifteen years ago, thought

53
00:02:00,360 --> 00:02:02,160
Speaker 4: about only the ten games we put on, and the

54
00:02:02,200 --> 00:02:05,080
Speaker 4: reality is that's only seven our thousand fans. Our global

55
00:02:05,080 --> 00:02:08,320
Speaker 4: fan base is fifteen million people plus. And now with

56
00:02:08,400 --> 00:02:10,360
Speaker 4: the NFL and what they let you do in international

57
00:02:10,360 --> 00:02:12,359
Speaker 4: markets where they give teams the rights to be able

58
00:02:12,400 --> 00:02:15,359
Speaker 4: to sell sponsorships in those markets, whether it be for US,

59
00:02:15,400 --> 00:02:18,959
Speaker 4: the UK and Mexico, and frankly, Levi's provides us a

60
00:02:19,000 --> 00:02:21,480
Speaker 4: platform Levi's Stadium, that is, provides us a platform we

61
00:02:21,480 --> 00:02:23,880
Speaker 4: didn't have in Camelstick Park, where we've done over one

62
00:02:23,919 --> 00:02:26,560
Speaker 4: hundred and fifty five events in the first ten years there.

63
00:02:26,680 --> 00:02:30,360
Speaker 4: We've done two billion dollars in economic impact, twelve thousand jobs.

64
00:02:30,360 --> 00:02:33,600
Speaker 3: And so I think the world really shrunk quite a bit.

65
00:02:34,080 --> 00:02:37,320
Speaker 4: Coupled with the fact that sports media posts COVID it

66
00:02:37,320 --> 00:02:39,640
Speaker 4: is certainly skyrocketed. We thought it might have been a

67
00:02:39,680 --> 00:02:41,840
Speaker 4: COVID bounce it's just here to stay live.

68
00:02:41,880 --> 00:02:42,480
Speaker 3: Sports Center.

69
00:02:42,480 --> 00:02:44,920
Speaker 4: Team is really what people are consuming on a daily basis,

70
00:02:45,000 --> 00:02:46,800
Speaker 4: and the forty nine ers are thankfully at the forefront

71
00:02:46,800 --> 00:02:47,040
Speaker 4: of that.

72
00:02:47,200 --> 00:02:50,000
Speaker 1: How much does the Super Bowl appearance change that or

73
00:02:50,200 --> 00:02:51,280
Speaker 1: elevate that, I should.

74
00:02:51,040 --> 00:02:54,160
Speaker 4: Say dramatically and we've there's no question. I mean, I

75
00:02:54,160 --> 00:02:56,440
Speaker 4: could put certain metrics to it. You've seen it already.

76
00:02:56,560 --> 00:02:58,720
Speaker 4: I know on the chief side, they've seen the Taylor

77
00:02:58,720 --> 00:03:01,640
Speaker 4: Swift media phenomena on around three hundred million dollar plus

78
00:03:01,639 --> 00:03:04,040
Speaker 4: and earned media since she's really been, you know, part

79
00:03:04,080 --> 00:03:04,560
Speaker 4: of that team.

80
00:03:04,680 --> 00:03:05,440
Speaker 1: Are you jealous of that?

81
00:03:05,760 --> 00:03:06,480
Speaker 3: Yeh, I'm not.

82
00:03:06,720 --> 00:03:08,680
Speaker 1: Are you going to your players and saying, where's your tailors?

83
00:03:08,800 --> 00:03:12,119
Speaker 3: With? Oh, listen, we have rock perty He's a handsome guy.

84
00:03:12,240 --> 00:03:15,120
Speaker 4: We got great storylines on our side of the ledger.

85
00:03:15,200 --> 00:03:18,519
Speaker 4: You're right, Brock's a great storyline. McCaffrey's a great storyline.

86
00:03:19,360 --> 00:03:22,079
Speaker 4: But I think you know, to me, this game is

87
00:03:22,160 --> 00:03:24,880
Speaker 4: occurrently is certainly about the two teams, but I think

88
00:03:24,919 --> 00:03:27,000
Speaker 4: it's it's a little bit about where the NFL sits

89
00:03:27,040 --> 00:03:30,480
Speaker 4: today in the broader sort of ecosystem around sports, entertainment,

90
00:03:30,480 --> 00:03:33,000
Speaker 4: pop culture. All of those things converge and it just

91
00:03:33,000 --> 00:03:34,400
Speaker 4: so happens to converge in Las Vegas.

92
00:03:34,400 --> 00:03:36,080
Speaker 1: Well, that's that's a big deal. And I bring it

93
00:03:36,160 --> 00:03:37,720
Speaker 1: up sort of tongue in cheek, but I mean it's

94
00:03:37,720 --> 00:03:39,080
Speaker 1: a big deal. As you know, a lot of people

95
00:03:39,120 --> 00:03:41,000
Speaker 1: watch the Super Bowl who have no interest in in

96
00:03:41,080 --> 00:03:44,560
Speaker 1: football during the regular season, and it brings a lot

97
00:03:44,560 --> 00:03:46,360
Speaker 1: of people in. It exposes a lot of people to

98
00:03:46,760 --> 00:03:48,760
Speaker 1: the team and the players and the whole brand in

99
00:03:48,800 --> 00:03:51,440
Speaker 1: a way that you just can't get unless you're really

100
00:03:51,480 --> 00:03:52,400
Speaker 1: on that big stage.

101
00:03:52,520 --> 00:03:53,120
Speaker 3: No, you can't.

102
00:03:53,200 --> 00:03:56,119
Speaker 4: And discussions with Levi's and you mentioned in the lead

103
00:03:56,160 --> 00:03:59,120
Speaker 4: in that we were able to it's unprecedented. We signed

104
00:03:59,120 --> 00:04:01,440
Speaker 4: a first a year deal with Levi's. When we open

105
00:04:01,560 --> 00:04:03,600
Speaker 4: up the stadium, we still had ten years left on

106
00:04:03,640 --> 00:04:06,320
Speaker 4: that deal and they extended for another ten, so taking

107
00:04:06,360 --> 00:04:08,440
Speaker 4: it to a total thirty years. So they're our naming

108
00:04:08,520 --> 00:04:11,800
Speaker 4: rights partner through twenty forty three at an increased value.

109
00:04:11,960 --> 00:04:14,960
Speaker 4: So you know, that doesn't necessarily happen in aging stadiums,

110
00:04:14,960 --> 00:04:17,039
Speaker 4: but for us, it happened because of the popularity of

111
00:04:17,040 --> 00:04:21,279
Speaker 4: our sport, the popularity of our team, frankly, the venue itself,

112
00:04:21,440 --> 00:04:24,920
Speaker 4: and now our geographic footprint which has really changed because

113
00:04:24,920 --> 00:04:27,440
Speaker 4: the reality was we were only able to sell what

114
00:04:27,480 --> 00:04:28,800
Speaker 4: we call rights and marks.

115
00:04:28,600 --> 00:04:30,480
Speaker 3: Or the oval in our case, the forty nine.

116
00:04:30,440 --> 00:04:33,240
Speaker 4: Ers oval within a seventy five mile radius of our building.

117
00:04:33,640 --> 00:04:35,159
Speaker 3: Now we can sell that to whoever.

118
00:04:35,240 --> 00:04:38,520
Speaker 4: So the exclusivity of a partnership is both in the

119
00:04:38,560 --> 00:04:40,640
Speaker 4: Bay but in the globe as well.

120
00:04:40,720 --> 00:04:42,400
Speaker 2: You know we mentioned Taylor Swift. I have to go

121
00:04:42,440 --> 00:04:43,920
Speaker 2: back to that for a moment because we talked about

122
00:04:43,920 --> 00:04:46,200
Speaker 2: the three hundred and thirty million dollars added value that

123
00:04:46,240 --> 00:04:48,760
Speaker 2: she offers the chiefs. How did the forty nine ers

124
00:04:48,839 --> 00:04:52,680
Speaker 2: capitalize on that? Or is it too messy? Given all

125
00:04:52,720 --> 00:04:55,279
Speaker 2: the conspiracy theories out there, are the NFL's rigged, the

126
00:04:55,320 --> 00:04:56,240
Speaker 2: Super bowls rigged?

127
00:04:56,240 --> 00:04:56,640
Speaker 3: All of that?

128
00:04:57,880 --> 00:05:01,640
Speaker 4: I think as at the NFL as a culmination, we

129
00:05:01,760 --> 00:05:06,000
Speaker 4: all benefit from Frankly Taylor or the next storyline because

130
00:05:06,080 --> 00:05:07,479
Speaker 4: it increases our media value.

131
00:05:07,480 --> 00:05:08,960
Speaker 3: It increases the general fan.

132
00:05:08,800 --> 00:05:10,880
Speaker 4: As you mentioned, that might follow the game, and the

133
00:05:10,920 --> 00:05:14,800
Speaker 4: reality is we benefit because those people are tuning in.

134
00:05:15,000 --> 00:05:17,600
Speaker 4: If they're a casual fan, they're tuning in around the storylines.

135
00:05:17,600 --> 00:05:20,080
Speaker 4: They might be tuning around Usher at the halftime, and

136
00:05:20,160 --> 00:05:22,240
Speaker 4: what we hope is at the end of that by

137
00:05:22,279 --> 00:05:25,000
Speaker 4: playing in these marquee events. If you think about what

138
00:05:25,680 --> 00:05:27,520
Speaker 4: happened with the San Francisco forty nineers in the late

139
00:05:27,560 --> 00:05:30,240
Speaker 4: eighties and early nineties and how they became America's team

140
00:05:30,279 --> 00:05:32,680
Speaker 4: because of five Super Bowls and Joe Montana, Well, that

141
00:05:32,839 --> 00:05:35,360
Speaker 4: is our moment, and we have two weeks really now

142
00:05:35,400 --> 00:05:37,920
Speaker 4: to seize on that moment. And look, it would certainly

143
00:05:37,920 --> 00:05:40,880
Speaker 4: help if we're standing there holding our six Lombardi Trophy.

144
00:05:41,040 --> 00:05:42,159
Speaker 3: But it's great for us.

145
00:05:42,040 --> 00:05:45,400
Speaker 4: That Rock Purdy and Patrick Mahomes are in the same sentence.

146
00:05:45,400 --> 00:05:47,680
Speaker 4: It's great that the San Francisco forty nine Ers are

147
00:05:47,680 --> 00:05:49,640
Speaker 4: in the same sentence with Taylor Swift, like, these are

148
00:05:49,680 --> 00:05:51,479
Speaker 4: good things for our brand and we're going to lean

149
00:05:51,520 --> 00:05:53,279
Speaker 4: into them as much as humanly possible.

150
00:05:53,480 --> 00:05:55,120
Speaker 2: So, Al, what's the next two weeks going to look

151
00:05:55,160 --> 00:05:56,680
Speaker 2: like for you and the organization? What do you have

152
00:05:56,720 --> 00:05:57,400
Speaker 2: to get done?

153
00:05:57,600 --> 00:05:58,920
Speaker 3: We got so much to get done.

154
00:05:59,040 --> 00:06:01,040
Speaker 4: I mean, it starts all off with getting our team

155
00:06:01,080 --> 00:06:03,680
Speaker 4: there and making sure logistically we're all set and ready.

156
00:06:03,680 --> 00:06:05,920
Speaker 4: Because when you're not participating in the Super Bowl, it's

157
00:06:05,960 --> 00:06:08,960
Speaker 4: about everything else outside the game. When you're participately on

158
00:06:08,960 --> 00:06:10,800
Speaker 4: the Super Bowl, it's about making sure that the players

159
00:06:10,839 --> 00:06:13,599
Speaker 4: are ready, that their families are ready to play on Sunday,

160
00:06:13,640 --> 00:06:15,839
Speaker 4: because that is our lone main goal is to go

161
00:06:15,880 --> 00:06:18,080
Speaker 4: out there and win our six Lombardi Trophy.

162
00:06:18,200 --> 00:06:20,200
Speaker 3: So we're we're literally I missed.

163
00:06:19,960 --> 00:06:22,000
Speaker 4: An all staff meeting today to talk about all of

164
00:06:22,040 --> 00:06:25,040
Speaker 4: our staff, all their families, the six different large planes

165
00:06:25,040 --> 00:06:27,160
Speaker 4: that we're going to take there to bring every single

166
00:06:27,200 --> 00:06:29,440
Speaker 4: one of our partners to Las Vegas, and the logistics

167
00:06:29,440 --> 00:06:31,720
Speaker 4: behind that. But it takes an army to put these

168
00:06:31,720 --> 00:06:33,760
Speaker 4: events on. Thousands of people are going to be working

169
00:06:33,760 --> 00:06:36,960
Speaker 4: on our behalf volunteers from Frankly all over the Bay

170
00:06:37,000 --> 00:06:38,480
Speaker 4: to do so, and it's going.

171
00:06:38,480 --> 00:06:39,200
Speaker 3: To be a lot of fun.

172
00:06:39,520 --> 00:06:41,680
Speaker 2: All Right, I need to get your prediction for what

173
00:06:41,760 --> 00:06:43,760
Speaker 2: the score will be at the end of the Super Bowl.

174
00:06:44,000 --> 00:06:44,880
Speaker 2: Come on it.

175
00:06:46,040 --> 00:06:49,360
Speaker 4: I don't want to predict. I think it's really fascinating.

176
00:06:49,400 --> 00:06:52,800
Speaker 4: George Kittle has this very popular clip in twenty nineteen

177
00:06:52,800 --> 00:06:54,440
Speaker 4: where he's standing on the sideline at the end of

178
00:06:54,440 --> 00:06:56,880
Speaker 4: that game after losing to the Kansas City Chiefs and says,

179
00:06:56,920 --> 00:06:58,360
Speaker 4: I'll be back here, and I'll be back here with

180
00:06:58,360 --> 00:06:58,920
Speaker 4: a vengeance.

181
00:07:00,120 --> 00:07:01,320
Speaker 3: We're going to win a Super Bowl.

182
00:07:02,200 --> 00:07:03,720
Speaker 4: I personally don't care what the score is at the

183
00:07:03,800 --> 00:07:05,200
Speaker 4: end as long as the forty nine's are on top.

184
00:07:05,279 --> 00:07:06,200
Speaker 3: Let's hope that's the case.

185
00:07:06,400 --> 00:07:08,200
Speaker 1: All right, Well, we wish you well, al Quido. They're

186
00:07:08,279 --> 00:07:10,760
Speaker 1: president of the San Francisco forty nine nurs You can

187
00:07:10,840 --> 00:07:14,560
Speaker 1: check them out. Versus the Kansas City Chiefs on February eleven,