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Levi's Proposes Stadium Naming Rights

Posted May 8, 2013

Levi Strauss & Co. (LS&Co.) announced that it will present the Santa Clara Stadium Authority a proposal for a 20-year stadium naming rights deal.



Levi Strauss & Co. (LS&Co.) announced that it will present the Santa Clara Stadium Authority a proposal for a 20-year, $220 million naming rights agreement for "Levi’s® Stadium” on Thursday, May 9, 2013.   

The apparel company is proposing a naming rights partnership 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 said, “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."

San Francisco Mayor Ed Lee said, “It is very fitting to see two of the Bay Area’s best-known brands coming together to showcase the best our region has to offer. Every time a fan turns on their television to watch a 49ers home game from Levi’s® Stadium, the entire region will be on center stage. And, in a few short weeks, we are hopeful that we will host Super Bowl 50 or 51 and experience the enormous economic boost and lasting legacy for the entire Bay Area.”

Levi Strauss & Co. announced the proposal for Levi’s® Stadium today during its annual Community Day, in which thousands of employees around the globe give back by volunteering with local non-profit organizations in 170 projects in more than 46 countries around the world.  San Francisco 49ers CEO, Jed York, today joined Levi Strauss & Co. employees at one of 31 volunteer projects in the Bay Area.

[PHOTOS: 49ERS, LEVI'S PRESS CONFERENCE]