BREAKING: Denise DeBartolo York Sends 5-Word Message to NFL After They Fine 49ers for Refusing to Post Pride Month Message
SAN FRANCISCO, CA — In a move that has shaken the NFL and lit up headlines coast to coast, Denise DeBartolo York, co-owner of the San Francisco 49ers, has responded with a bold and defiant five-word message after the NFL levied a fine against the franchise for not participating in its league-wide Pride Month social media campaign.
“We Choose Values Over Optics.”
Those five words have exploded across social media, fueling intense debates over inclusivity, freedom of expression, and whether professional sports have become too political.
NFL Fines 49ers Over Silence on Pride
The controversy erupted when the San Francisco 49ers were fined $200,000 by the NFL for refusing to publish a Pride Month message on their official social media accounts on June 1st. While nearly every other team in the league shared rainbow-themed graphics, solidarity messages, or inclusivity slogans, the 49ers’ pages were silent — and fans quickly noticed.
League officials reportedly warned the team in advance, but the ownership held firm. On Monday, when the fine was handed down, Denise DeBartolo York’s response was direct, unapologetic, and instantly viral.
A Divide Runs Through the League
NFL Commissioner Roger Goodell expressed “disappointment” in the 49ers, stating:
“Unity and inclusion are pillars of the NFL. All 32 teams are expected to participate in campaigns that reflect those values.”
But DeBartolo York — part of one of the NFL’s most respected ownership families — isn’t backing down.
An anonymous source close to the team quoted her as saying:
“We respect all people, but we will not turn our platforms into echo chambers. True inclusivity allows for differing beliefs.”
Fans and Players React
The reaction from fans has been deeply divided, especially in the Bay Area, one of the most progressive regions in the country.
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@49erFaithfulJoe on X (Twitter): “This isn’t courage. It’s cowardice dressed up as conviction. The 49ers just alienated thousands of loyal LGBTQ+ fans.”
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@RedGoldSoul replied: “I stand with Denise. Tired of being told what to say, when to say it. Sports should stay out of politics.”
Even some players have waded into the controversy. A current 49ers starter, speaking anonymously, said:
“We were shocked. We expected to show support like every other year. This was above our heads.”
Sponsors in Damage Control
Major 49ers sponsors including Levi’s, Visa, and SAP have been hit with pressure from advocacy groups demanding they reconsider their partnerships.
A spokesperson for Levi’s issued a carefully worded statement:
“We remain proud supporters of the LGBTQ+ community and are engaging in ongoing dialogue with the 49ers.”
However, no major sponsor has pulled out — yet.
Culture War or Courageous Stand?
Critics accuse the 49ers of sending a message of exclusion. Advocates say it’s a necessary pushback against performative allyship.
Political pundits and sports analysts alike have taken sides, with some comparing the moment to Colin Kaepernick’s kneeling protest — another historic cultural flashpoint tied to the franchise.
“This isn’t just about a social media post,” said one ESPN analyst. “It’s about whether teams can resist the pressure to conform — or if resistance gets punished.”
Could More Teams Follow?
There’s speculation that the 49ers’ bold defiance could inspire other teams that feel uneasy about league-mandated messaging. Multiple sources say at least three other franchises considered skipping their Pride posts — but backed down for fear of financial and reputational backlash.
