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-led 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.

San Francisco enters the 2025 season amid significant roster turnover. Kyle Shanahan dealt Pro Bowl wideout Deebo Samuel to the Commanders, shipped RB Jordan Mason to Minnesota, and also released longtime fullback Kyle Juszczyk—a fan favorite and locker room voice—only to re-sign him. But the changes have stirred speculation about Shanahan’s evolving offensive scheme, and Hard Knocks could offer a rare window into how the franchise recalibrates.

This year, the documentary makers followed a set of criteria to shortlist the perfect teams. Teams that hired a new head coach this offseason are not eligible. Every eight years, they also feature all divisions on Hard Knocks: In Season. So, they will not cover those teams that will feature in 2025 and 2026. Moreover, they also eliminated the teams that featured in Hard Knocks over the last 8 years. It led the makers to the Niners, who are in an interesting phase.

After an overtime loss against the Chiefs in Super Bowl LVIII, they couldn’t even qualify for the playoffs last season. Additionally, Brock Purdy is still waiting for his contract extension. While most fans were excited about this update, a few are against it. They don’t want any distractions for their players. Especially with the franchise owner, Jed York, already in the middle of a family asset allocation decision.

Kyle Shanahan’s franchise set to welcome new owners

Meanwhile, another seismic shift is unfolding off the field. 49ers owner Jed York, is planning to sell a 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 can get the approval there. But the Niners are refusing to reveal their stance. Kyle Shanahan’s franchise entered the market months ago with a mood to sell 10%. York had then said, “It’s just one of those things where if there’s an opportunity that makes sense, we would always explore that, but I’m not sure what we’re going to end up doing.”

All 3 buyers have venture capital backgrounds. If everything goes smoothly, the allocation will be made on an $8.5 billion valuation, per Sportico. With more stakes up for sale, don’t be surprised if one or two more names pop up by the time the Minneapolis meeting rolls around. Though small in percentage, the ownership shuffle comes at a critical moment for the franchise—balancing a Super Bowl window, locker room transitions, and potentially opening their doors to HBO cameras for the first time.

With York quietly making moves behind the scenes and Shanahan managing a changing depth chart, the 49ers’ 2025 campaign might just be their most scrutinized yet. And if Hard Knocks rolls into Santa Clara? The rest of us will be watching—from the sidelines to the boardroom.