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San Francisco 49ers:
A Leader in the NFL

As a sponsor of SVLG’s Pledge 25x25 initiative, the 49ers are spearheading the movement toward greater equity in the in the NFL and in the Bay Area business community. 


The San Francisco 49ers are dedicated to excellence not only on the football field, but in the community as a whole. Whether's it's reading to children, distributing food to the needy, or creating custom cleats for charity through the 49ers Foundation, this NFL team is constantly working to better the world around them. The Diversity, Equity and Inclusion movement is no exception. With actions including promoting Black-owned businesses and supporting nonprofit organizations fighting for social justice, the team is diving into the work and becoming a DEI leader both regionally and nationwide.

Major DEI Initiatives.

With the hiring of DEI Director Christina Jefferson in April 2021 and their core involvement in Pledge 25x25, the 49ers are making an active contribution to equity in the Bay Area and beyond. 

Employee Resource Groups.

Affinity groups like the organization's Black employee resource group, 49ers B.U.I.L.D., work to create a supportive environment where employees can feel heard, express any concerns they may have, and build camaraderie. 



As the first person hired to the role of Director of Diversity, Equity and Inclusion with the San Francisco 49ers, Christina Jefferson has hit the ground running. Whether she is working on employee resource groups, collaborating with the marketing team, or working on supplier diversity, she’s found a helpful mantra inspired by Bruce Lee: “Be like water.” Rather than staying in a silo, as Director of Diversity, Equity and Inclusion, Jefferson is involved in multiple parts of the 49ers organization, her efforts flowing to where they are needed the most. 


A longtime fan of the football team, Jefferson joined the 49ers organization in April 2021 following six years with Sephora, where she led the company-wide diversity and inclusion initiative. A Midwesterner, she earned her B.S. from the University of Southern Indiana and her Masters in Human Resource Management from Golden Gate University. Jefferson said she took the job because was confident that she would have the support needed to do her best work and bring equity to the forefront.

The San Francisco 49ers: Challenge Meets Opportunity

In a candid conversation with Nadia Anderson, SVLG’s Racial Justice & Equity Lead, 49ers DEI Director Christina Jefferson discussed some of the challenges and opportunities associated with being a DEI Director in turbulent times.

Director of Diversity, Equity and Inclusion
The San Francisco 49ers

Christina Jefferson

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““I think that I bring something that a lot of other people don't bring because I bring experiences of being a woman of color, being a queer woman of color, and being someone who also brings my Jewishness to the to the conversation. I just see things in different ways.”

PLEDGE 25x25

 Join the movement catalyzing a more diverse future for business.

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