Levi Strauss & Co announces 10-year extension of 49ers stadium naming rights

Levi Strauss & Co, the renowned American clothing brand famous for its iconic jeans, has announced plans for a 10-year extension to its naming rights partnership with the San Francisco 49ers, a prominent team in American football.

Since the 2014 NFL season, Levi’s has held the naming rights for the 49ers’ stadium in Santa Clara, following a 20-year, $220-million agreement that led to the venue being rebranded as Levi’s Stadium upon its grand opening, costing $1.2 billion.

The proposed extension, valued at a combined $170 million, is contingent upon approval from the Stadium Authority Board and would solidify the venue’s name as Levi’s Stadium until the conclusion of the 2043 NFL season.

This extension encompasses Levi’s ongoing sponsorship of the team, including digital content initiatives and collaborative merchandise endeavours.

Approval for the extension is anticipated to be granted on January 30.

“Since first announcing the naming rights to Levi’s Stadium in May of 2013 … we have seen our partnership with the San Francisco 49ers deliver value to our Levi’s brand, furthering its place at the centre of culture, helping us to connect with new generations of fans through the unifying power of sport and music, and building on our legacy of community engagement with like-minded partners,” said Michelle Gass, President and incoming CEO of Levi Strauss & Co.

“Our brands are our greatest asset, and we will continue to invest in drivers of our long-term, sustainable growth. Today’s announcement underscores our confidence in this strategy, as well as in the continued opportunity to make an impact alongside values-led partners like the San Francisco 49ers organisation and the City of Santa Clara.”

😍 @LevisStadium #FTTB pic.twitter.com/Sqz5dCEInG

— San Francisco 49ers (@49ers) January 26, 2024

Levi Strauss & Co. has pledged to continue supporting the 49ers and various non-profit organisations in initiatives aimed at benefiting the Bay Area community and promoting sustainability. The company will allocate $200,000 annually towards projects benefiting the Santa Clara community and its residents.

Levi’s Stadium, which replaced Candlestick Park as the 49ers’ home venue in 2014, boasts an expanded capacity of approximately 75,000 for major events.

At the time of its inception, the original $11-million-per-year deal between the team and Levi’s was the second-largest of its kind in the NFL and the most substantial for a single team.

MetLife Stadium, housing both the New York Giants and New York Jets, holds the record with a 25-year, $400-million naming rights agreement.

“This season we’re proud to celebrate the success of our first 10 years as partners, and we look forward to our next 20 years together,” San Francisco 49ers President Al Guido commented.

“The 49ers and Levi’s are both iconic brands that are synonymous with the Bay Area, driven by a desire to serve this community. Levi’s Stadium has been featured on the world stage numerous times and will continue to be the premier venue in the Bay Area for the coming decades.

“The success of the stadium is proof of how special the Bay Area is and the power of major events to bring positive economic impact, excitement and opportunity to this community.”

In May, the NFL confirmed Levi’s Stadium as the host venue for the 2026 Super Bowl, a decade after it hosted Super Bowl 50 in 2016. A recent independent study indicated that the 2016 Super Bowl contributed nearly $250 million to the Bay Area economy.

Levi’s Stadium has been selected as one of the 11 NFL venues in the United States for the 2026 FIFA World Cup, which will be co-hosted by Canada, Mexico, and the United States.

Image credit: Pixabay