In 2013, Levi’s brand, with Levi Strauss & Co. secured the naming rights for Levi’s Stadium, the home of the San Francisco 49ers. 

.LS&Co., in partnership with the 49ers and the Santa Clara Stadium Authority, proposed a ten-year extension to the naming rights for Levi’s Stadium and team sponsorship, worth a combined $170 million. 

LS&Co will submit the proposal for approval on January 30 to the Stadium Authority Board on January 30.

This extension will be among the largest in the NFL and secures LS&Co. with the naming rights for Levi’s Stadium through the 2043 NFL season. The company will also extend its sponsorship of the 49ers, which includes digital content and merchandise collaborations.

Levi’s Stadium has been a multi-use venue since opening in 2014. In addition to 49ers football games, the Stadium has hosted live events, including Super Bowl 50, the College Football Playoff, Wrestlemania, the NHL Stadium Series, and concerts.

“Since first announcing the naming rights to Levi’s Stadium in May 2013 under the leadership of LS&Co. CEO Chip Bergh, we have seen our partnership with the San Francisco 49ers deliver value to our Levi’s brand, furthering its place at the center 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 CEO at LS&Co.

“Our brands are our greatest asset, and we will continue to invest in ways that will continue to advance 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 49ers organization and the City of Santa Clara,” Gass said.

Image courtesy Levi Strauss & Co.