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Levi’s sign US$220m deal to name 49ers stadium

The San Francisco 49ers has secured Levi Strauss & Co. as the naming rights sponsor for its new, under-construction stadium in Santa Clara.

8 May 2013 David Cushnan

The San Francisco 49ers has secured Levi Strauss & Co. as the naming rights sponsor for its new, under-construction stadium in Santa Clara.

The deal will run for 20 years and is worth US$220 million in total, with the 68,500-capacity venue to be known as Levi’s Stadium.

The National Football League (NFL) franchise announced the deal on Wednesday, but the agreement still requires approval on Thursday from the Santa Clara Stadium Authority.

Apparel brand Levi’s has acquired a package also including premium sponsorship of the 49ers, who will move to the stadium in 2014, and extensive branding inside and outside the venue, which is being billed as one of the most technologically advanced stadiums ever built.

The stadium has been tipped to host either Super Bowl 50 or 51, in 2016 or 2017.

Announcing the Levi’s deal on Wednesday, San Francisco 49ers chief executive Jed York said: “We are so honoured 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.”

Levi Strauss chief executive Chip Bergh added: “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 organisation 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.”

While the naming rights deal is the most significant sponsorship agreement the 49ers will strike for its new home, the franchise is still believed to be searching for four more founding partners, having secured six of the ten it originally targeted so far.

The US$11 million the 49ers will receive from Levi's on an annual basis is far less than either MetLife's deal to name New York's Meadowlands Stadium, a deal believed to be worth US$400 million over 20 years, or Farmers Insurance's US$20 million annual commitment to the as-yet unconfirmed downtown football stadium in Los Angeles.

In top picture, from left to right: Levi's chief executive Chip Bergh, San Francisco 49ers chief executive Jed York, San Francisco mayor Ed Lee and Santa Clara mayor Jamie Matthews.


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