The 49ers and Levi Strauss & Co. announced a $220 million naming-rights deal on Wednesday morning in San Francisco at Levi’s Plaza. The new stadium in Santa Clara will open starting in the 2014 season.
This deal will be for the next 20 years with a possible option to extend it to 25 years. On average, Levi’s will be paying $11 million per season. Levi’s was founded in 1853 and most well known for creating men’s work pants (blue jeans) in 1873. Levi’s corporate headquarters is still in San Francisco.
“Levi’s Stadium will connect two iconic Bay Area brands that share similar values, a rich heritage and a pioneering spirit,” said Levi’s President and CEO Chip Bergh. “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.”
The new stadium is 45 miles South of San Francisco in Santa Clara. Currently, the team is bidding in Boston to host either Super Bowl L or LI, which will be played in February 2016 and 2017 respectively. A decision on who will be hosting these Super Bowls will come later this month.
In addition to hosting 49ers games, which will draw millions of television viewers and 68,500 attendees. The stadium is expected to host at least one big event per month which includes concerts, college football’s Kraft Fight Hunger Bowl and soccer games, according to York.
The stadium has been in talks to be built in Santa Clara since as early as 2006. San Francisco 49ers owner Jed York said it was a process to get things done, but something to be proud of looking back.
“This is an entire community coming together,” said York. “Where we were in 2006 and 2007 was not an enviable position. But we’re working together with a San Francisco based company and name. The new stadium will make an economic impact for the entire Bay Area.”
Levi Strauss & Co. will be given four huge signs around the stadium, a pair of 50-yard-line luxury suites, 52 club seats, access to host four events per year at the stadium and several other perks to having the naming rights.
With the stadium in Silicon Valley, there was speculation that the stadium would be named after a a tech company. However, the 49ers stuck with their roots in San Francisco and stood with history which includes historic connections to the California gold rush. It is very fitting that Levi Strauss & Co. has red and white in their branding just like the 49ers.
“The 49ers have worn Levi’s jeans since the Gold Rush era,” said York. “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.”