The San Francisco 49ers have agreed with denim company Levi Strauss & Co. on a naming rights deal for the team's new home field in Santa Clara, Calif., which will be dubbed Levi's Stadium.
As reported by the Associated Press (h/t ESPN), the 20-year, $220 million deal was announced on Wednesday by Levi's CEO Chip Bergh and 49ers CEO Jed York from San Francisco's Levi Plaza.
Santa Clara Mayor Jamie Matthews and San Francisco Mayor Ed Lee were also present. The proposal additionally has a five-year extension option, and it will be submitted for approval on Thursday to the Santa Clara Stadium authority.
The new $1.2 billion replacement venue for Candlestick Park is slated to open for the start of the 2014 NFL season. The 49ers showed what this branding could look like with a picture they posted on their Instagram account.
The team tweeted a picture of the 49ers and Levi's pep rally. Even coach Jim Harbaugh, who is famous for sporting his signature khakis, has transformed his look:
San Francisco 49ers @49ers
#49ers and @LEVIS pep rally. #LevisStadium http://t.co/l0H0dASVeP2013-5-8 22:18:09
York had a humorous allusion to the film Field of Dreams with regard to the Niners’ new deal (h/t NFL on ESPN):
NFL on ESPN @ESPNNFL
The @49ers new football home will be called Levi's Stadium. CEO Jed York calling it the "Field of Jeans."2013-5-8 20:30:16
According to the report, only the New York Giants and Jets, who play in MetLife Stadium on a $400 million deal over the span of 25 years, are believed to have a more lucrative agreement in place.
Bergh was excited to form this unique partnership between one of the league’s most storied franchises and his company:
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 organization 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.
What has to have the Niners excited is the prospect of hosting a Super Bowl, which becomes much more realistic with this ambitious stadium project—especially since this Levi's deal is going to help fund it.
The new state-of-the-art atmosphere and wonderful Bay Area weather certainly helps, and as the AP report highlights, the franchise is vying to foster the Super Bowl following either the 2016 or 2017 season.
If Jim Harbaugh’s team keeps playing as it has the last two seasons and the foundation remains intact for the foreseeable future, perhaps San Francisco could even host the Super Bowl while the 49ers are playing in it.