A boom mic dips just out of frame. A rookie lineman fidgets in his seat. Kyle Shanahan sips black coffee, pausing between whiteboard diagrams to deadpan, ‘We’ve got work to do.’ If you’ve ever watched HBO’s Hard Knocks, you know the formula: raw, unscripted football. But what happens when a Super Bowl contender like the 49ers—known for their tight ship and reserved media presence—gets handed the mic? The NFL may be about to find out.
For over two decades, HBO’s Hard Knocks has served as the NFL’s front-row ticket to training camps and in-season turmoil. From underdog narratives to sideline outbursts, it’s reality TV for diehard fans. And in 2025, the show is reportedly zeroing in on the NFC West—one of the most competitive and unpredictable divisions in football. That means Kyle Shanahan’s 49ers, long considered too buttoned-up for the series, could be thrust into the spotlight.
According to reports surfacing this week, including a May 16 tweet by @49ersSportsTalk citing The Athletic’s Tim Kawakami, Hard Knocks: In Season is targeting the 49ers, Rams, Cardinals, and Seahawks. It would be the first time fans get unfiltered weekly access to all four NFC West franchises—especially during regular season and potential playoff runs. And the timing? Let’s just say it’s loaded.
Rumors swirling that the “Hard Knocks in season with” edition this year will be in the NFC West.
Getting behind the scenes access of the #49ers, #Rams, #AZCardinals & #Seahawks through the regular season &. Playoffs.
First to Mention: @timkawakami #FTTB pic.twitter.com/piJKjdu90D
— 49ers & NFL News 24/7 (@49ersSportsTalk) May 16, 2025
San Francisco enters the 2025 season amid significant roster turnover. They dealt Pro Bowl wideout Deebo Samuel to the Commanders, shipped RB Jordan Mason to Minnesota, and released longtime fullback Kyle Juszczyk—a fan favorite and locker room voice—only to re-sign him. The changes have stirred speculation about Shanahan’s evolving offensive scheme, and Hard Knocks could offer a rare window into how the franchise recalibrates.
Meanwhile, another seismic shift is unfolding off the field. 49ers owner Jed York, is planning to sell 6.2% team stake to 3 Bay Area families, a source close to the franchise revealed. The Athletic reported on May 15 that the Khosla family is purchasing 3.1%, the Deeters obtaining 2.1% and the Griffiths acquiring 1%.
Next week, the NFL will host the spring owners meeting in Minneapolis. These transactions were expected to be approved there. But the Niners are refusing to reveal their stance.
Stay tuned! There’s more to this story.
The post NFL Eyes Kyle Shanahan’s 49ers for Big Project After Jed York Sold 6.2% of Franchise appeared first on EssentiallySports.
