SF Based Levi’s Buys The Naming Rights To 49ers New Stadium


The 49ers and Levi’s held a press conference Wednesday morning during in which they announced a naming-rights deal between the San Francisco-based jeans manufacturer and the 49ers.

The new $1.2 billion stadium will open next season, and a naming-rights deal is one of the ways the team will pay for the facility. The deal is for the next 20 years with an option to extend it to 30 years.

Levi’s was founded in 1853 when German immigrant Levis Strauss opened a dry goods store in San Francisco. The company made the first riveted men’s work pants – known now as blue jeans — in 1873. Levi’s corporate headquarters remains in San Francisco.

The 49ers’ new stadium, meanwhile, is 45 miles to the south in Santa Clara.

The first games will be played there in 2014, and the team currently is bidding to host either Super Bowl L or LI, which will be played in February 2016 and 2017. A decision on which cities will host the upcoming Super Bowls will be made by league owners later this month.

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