The 49ers announced today the naming rights to their new Santa Clara stadium have been purchased by San Francisco-based Levi Strauss & Co.
The iconic clothing company has signed onto a 20-year $220 million deal to put its name on the new stadium. The extra cash will be used towards helping the 49ers pay their hefty stadium bill of $1.2 billion.
Jed York, 49ers CEO, 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 partnership should come as no surprise considering the 160-year-old Levi Strauss & Co. began with the original 49ers in mind. York wasted no time cracking jokes about the partnership:
Besides getting their name as top billing at the new stadium, Levi’s will receive four huge signs to plaster their name around the stadium, a pair of 50-yard-line luxury suites, 52 club seats and use of the 68,500-seat stadium to host four events a year.
Santa Clara is expected to give the go-ahead for the new name during a special City Council meeting on Thursday night. Santa Clara Mayor Jamie Matthews sounds like he’s already on board with the deal and told the SJ MercNews:
“Silicon Valley companies come and go but Levi’s is always there. We’ve done exceptionally well. Having a long-term stable partner like Levi’s gives us a great deal of comfort.”
The new stadium is set to open in time for the 2014 season. The announcement to name it Levi’s Stadium comes as the Bay Area is in the running to host the Super Bowl L in 2016.
An announcement on the 50th Super Bowl from the National Football League is expected on May 21.