Business & Tech

Better in Blue Jeans: New 49er Venue to be Called Levi Stadium

The SF-based company paid $220 million for naming rights of the new stadium. 49ers team owner Jed York joked that they are working on getting Coach Jim Harbaugh into a pair of jeans.

By Bay City News Service

The San Francisco 49ers announced today that their new venue in Santa Clara will be known as Levi's Stadium.

Team CEO Jed York and Levi Strauss and Co. CEO Chip Bergh made the
announcement this morning at a news conference at Levi's headquarters along
the San Francisco waterfront. San Francisco Mayor Ed Lee and Santa Clara
Mayor Jamie Matthews were in attendance.

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The team is moving from Candlestick Park to the new 68,500-seat Santa Clara stadium in 2014, and the apparel company plans to present the Santa Clara Stadium Authority with a proposed 20-year, $220 million naming rights agreement on Thursday.

Matthews said the money will help pay down the costs of the new stadium.

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On Tuesday, the 49ers submitted a bid to the NFL to host Super Bowl L in 2016.

On May 21, NFL team owners will hear the proposals by the 49ers and the Miami Dolphins, the two finalists to host Super Bowl L. The decision on who will host the game will be made that day.

Bergh said the partnership between the company and the 49ers is a "perfect fit" because Levi's made jeans "for the needs of the original 49ers of the Gold Rush era."

York noted that the 49ers and Levi's use similar colors in their logos.

"Our colors aren't exactly the same but they're close enough," he said.

Coach Jim Harbaugh and some 49ers players plan to attend a pep rally at 2 p.m. today in Levi's Plaza.

"We're working on getting Coach into a pair of jeans," York joked.

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