The San Francisco 49ers have unveiled a new slogan ahead of the 2020 season, and it emphasizes the storied franchise's connection to the Bay Area. For the first season since 1994, the 49ers will be the only football team located in Northern California after the Raiders relocated from Oakland to Las Vegas following the 2019 season.

The 49ers—who play in Levi's Stadium in Santa Clara, which is about an hour outside of San Francisco—will adopt “Faithful to the Bay”as their 2020 motto and theme. While it may seem like an obvious reference to the Raiders' departure, the 49ers organization is insisting that the campaign isn't meant to rouse angry Raiders fans in the Bay Area who may be looking to change allegiances.

“We’re not trolling the Raiders; that was one of our key tenets internally,” 49ers chief marketing officer Alex Chang told Sports Business Daily. “We don’t have a plan or strategy to convert Raiders fans.”

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The “Faithful to the Bay” slogan (and #FTTB hashtag) was unveiled on the team's website Wednesday alongside a launch video narrated by former 49ers linebacker Keena Turner, plus announcements about related initiatives, merchandise, and more.

“Faithful to The Bay is more than a motto for the 49ers, it's a unifying idea for the Faithful throughout the world. It embodies the shared commitment our fans and our team have to each other and to our community at large,” Chang said via 49ers.com. “Together, we all take pride in representing the Bay and the ideals that define us: inclusion, innovation and achievement.”

The defending NFC champions will officially begin their quest to return to the Super Bowl at home on Sunday, in a matchup against the Arizona Cardinals.