Bloomberg News

San Francisco 49ers Reach Stadium Naming Deal With Levi Strauss

May 08, 2013

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The San Francisco 49ers’ $1.2 billion facility in Santa Clara, California, is under construction and will be named Levi’s Stadium after the team reached a 20-year, $220 million agreement this month with Levi Strauss & Co. Photographer: Michael Zagaris/San Francisco 49ers via Getty Images

The San Francisco 49ers and Levi Strauss & Co. reached a 20-year, $220 million agreement to name the National Football League team’s stadium under construction in Santa Clara for the world’s biggest maker of jeans.

The apparel maker is proposing to name the $1.2 billion facility Levi’s Stadium, in a move that Chief Executive Chip Bergh said will allow the company to reach sports and music fans from the area and around the world.

“Levi’s Stadium will connect two iconic Bay Area brands that share similar values,” Bergh said in a news release posted today on the team’s website.

The company will present the proposal on May 9 to the Santa Clara Stadium Authority, the public agency overseeing construction of the building, which is scheduled to open in 2014.

Jed York, the team’s chief executive, said “49ers have worn Levi’s jeans since the Gold Rush era,” when the company created the first blue jeans by adding copper rivets to denim pants. The 49ers, the first major league sports team based in San Francisco in 1946, have won five Super Bowl titles.

About 300,000 people flocked to California after gold was discovered there in 1848. They became known as 49ers and the California Gold Rush lasted until 1855. (AL185)

To contact the reporter on this story: Aaron Kuriloff in New York at akuriloff@bloomberg.net

To contact the editor responsible for this story: Michael Sillup at msillup@bloomberg.net


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