Levi Strauss Secure Multi-Million Dollar Naming Rights to 49ers Santa Clara Stadium

May 8, 2013

Levi Strauss & Co. have announced they have secured the naming rights of San Francisco 49ers’ Santa Clara Stadium.

The apparel company is proposing a 20-year, $220 million naming rights deal with the Santa Clara Stadium Authority and San Francisco 49ers that would make the company an official sponsor of the 49ers, and feature premium interior and exterior branding of the new ‘Levi’s Stadium’.  

Levi Strauss & Co. CEO Chip Bergh said: “Levi’s Stadium will connect two iconic Bay Area brands that share similar values, a rich heritage and a pioneering spirit. Joining the incredible legacy of the 49ers organization is a perfect fit for the Levi’s brand – and a chance for us to engage with sports and music fans across the Bay Area and around the world.”

San Francisco 49ers CEO Jed York added: “49ers have worn Levi’s jeans since the Gold Rush era. We are so honored to have the perfect partner for the premier outdoor sports and entertainment venue in the world. A model of innovation and sustainability, Levi’s Stadium will bring to life all that is special about the Bay Area.”

The San Francisco 49ers and Levi Strauss & Co. share deep roots in Bay Area history: in 1873, Levi Strauss & Co. created the first blue jean by adding copper rivets to denim pants for the working man of the American West.  The 49ers franchise has won five Super Bowl trophies and was the first major league professional sports team to be based in San Francisco more than 60 years ago. 

City of Santa Clara Mayor Jamie Matthews said, “This partnership is a tremendous opportunity for Levi’s, the 49ers, the City of Santa Clara and the entire Bay Area.  As powerful advocates for our communities, we share a vision for the new stadium constructed on the pillars of innovation, sustainability and an unparalleled entertainment experience. I am looking forward to this being brought for consideration by the Stadium Authority to approve aligning this great, global brand with our great City tomorrow evening.”

The team is planning to move to the new $1.2 billion stadium, about 45 miles south in Santa Clara and adjacent to the 49ers practice facility, for the 2014 season.

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