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For a cool $220 million, Levi Strauss bought the naming rights to the new 49ers Stadium in Santa Clara for the next 20 years.The naming-rights deal establishes Levi's as the official sponsor, granting the iconic SF label the premium interior and exterior branding of the new stadium, including the billboard above the scoreboard.
We can expect exclusive retail opportunities for Levi's in terms of 49ers clothing and memorabilia, sold both in and out of the stadium. There is also the intriguing (and exciting) possibility that the interior design of the stadium will be shaped by the brand's industrial heritage, to create a distinctly Levi's stadium experience.
The partnership strategically coincides with the preparation of the 49ers' Super Bowl bid, lending Levi's national recognition as a compelling push toward San Francisco (well, really, the Bay).
--by Esther Hahn
· Levi's to Name 49ers Stadium [SF Business Times]
· Levi's [Official Site]
· Niners Nation [Official Site]