Levi Strauss & Co has renewed its sponsorship agreement with Major League Baseball’s (MLB) San Francisco Giants.
The five-year extension includes sponsorship of the right-field wall at the Giants’ AT&T Park home field, which will continue to be known as Levi’s Landing, extending a partnership dating back to 2006.
Levi’s, which became the naming rights sponsor of San Francisco’s new National Football League (NFL) stadium in a US$220 million deal in May, will receive branding on the 25-foot brick right-field wall as well as a host of additional in-arena sites.
The San Francisco-based brand will also rename the Giants’ casual Friday policy for front office staff, which will become Levi’s Casual Fridays, ‘encouraging employees, including players and coaches, to sport their Levi's jeans on Fridays’.
"The San Francisco Giants and the Levi's brand are two iconic bay area organisations sharing a common thread in engaging passionate players and fans," said Levi's brand president, James Curleigh. "We couldn't be more proud to renew our commitment with the San Francisco Giants in an effort to build on our legacy and an even stronger partnership over the next five years."
"We are extremely proud that this new agreement will ensure that one of baseball's oldest franchises and one of the world's most iconic apparel brands will continue to partner in their shared hometown of San Francisco. It is an honour for us to connect with our fans through a brand that continues to define our lifestyle today," added Larry Baer, the Giants’ president and chief executive.