Join us
Join an exclusive, invite-only event hosted at 49ers House at The Battery during Super Bowl week, where senior brand leaders come together to explore how rivalry shapes culture, sharpens creativity and fuels breakthrough performance.
This is an invite-only event with limited capacity. Submitting this form registers your interest but does not guarantee attendance. Confirmed guests will receive a separate email confirmation.
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What to Expect
Set against one of the most competitive and culturally charged weeks in global sport, Rivalry Rewired brings together leading voices from across creativity, media, data and brand leadership to unpack how challenger thinking, tension and pressure unlock standout work. From brands battling for attention to teams forced to move faster and think braver, this is a conversation about what happens when competition becomes a catalyst rather than a constraint.
Hosted in the Battery Penthouse, the setting is as rare as the guest list. With panoramic views across San Francisco and a tightly curated room of senior marketers, this is not a crowded conference session or a brand-heavy activation. It’s a premium morning designed for sharp insight, meaningful connection and ideas that partners and attendees can continue to use long after the final whistle.
WHEN + WHERE
When
Wednesday 4 February
Guests arrive from 8:30am
Opening session begins 9:00am
Networking and wrap until 11:45am
Where
The Penthouse at 49ers House at The Battery
717 Battery Street, San Francisco, CA
Agenda
Opening Remarks and Fireside Chat
CEO Adweek, Will Lee in conversation with Stephanie Rogers, EVP Marketing at San Francisco 49ers
When Competition Loses Meaning and Brands Lose Their Edge
In the race to win, many brands are moving faster than ever yet landing in the same place. Shared data, off‑the‑shelf AI and formulaic approaches are driving convergence, not advantage. This session explores why rivalry without context erodes culture and brand value, and how the strongest competitors rewire rivalry by competing on relevance, interpretation and timing. The focus is on unearthing the insights that matter while using technology with intent so brands reclaim differentiation rather than automate themselves into sameness.
Everyone Has a Favorite. Few Can Prove It Worked.
Ask a room to name the greatest Super Bowl ad of all time and you’ll get instant opinions, heated debate, and deep nostalgia. But how many of those ads actually changed how people thought, felt, or acted toward the brand? This panel examines the growing gap between cultural admiration and commercial effectiveness during the most competitive advertising moment of the year. Drawing on real Super Bowl data, the discussion challenges the industry’s obsession with buzz and virality and reframes “greatness” as the ability to create memory, meaning, and momentum that lasts well beyond game day. Attendees will leave with a clearer understanding of why some Super Bowl ads become shorthand for brand success and why many others fade, despite massive attention.
Borderless Belonging: Beyond the Stadium, Into Culture
For decades, sports marketing has run on a simple assumption: fans belong to the team down the road. But fandom is becoming more choice-led — shaped by stories, identity, community, and the emotional pull of sport itself. Loyalty can still be inherited locally, but it’s increasingly sustained by moments that feel bigger than the game and narratives that travel across platforms, leagues, and borders.
In this session, we’ll unpack new global Borderless Belonging research, sparking a conversation on the new fundamentals of fandom: what fans are really buying into, how teams and athletes build meaning beyond the badge, and how brands earn a place in the ecosystem by contributing to belonging — not just borrowing attention.
Why Women’s Sport Changes the Game
Women’s sport is one of the most underleveraged growth opportunities for brands today — not because it mirrors men’s sport, but because it plays by different rules. This discussion looks at the unique energy, values and fan dynamics shaping women’s sport, and why brands that understand its distinct culture can build deeper, more authentic connections. As rivalry evolves in this space, we’ll explore how brands can show up in ways that feel additive, not opportunistic.