Niners Nation"> clock menu more-arrow no yes

Filed under:

All the Employees in Levi's Stadium Are Wearing Levi's

Photo via <a href="http://www.ninersnation.com/2014/8/20/6051725/jim-harbaugh-pulls-49ers-off-field-at-the-levis-stadium-due-to-poor">Niners Nation</a>
Photo via Niners Nation

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

That $220 million that Levi's paid for naming rights to the Niners home stadium? The company will have you know that it was worth every penny. As we told you last year, that astronomical figure established Levi's as the official sponsor and granted the company premium interior and exterior branding of the new stadium, including the billboard above the scoreboard. But the deal didn't stop there. Forbes reports that the iconic denim brand worked with the 49ers on a strategy that extends well beyond billboards to clothe everyone working in the stadium in Levi's apparel. "From the 49ers' mascot, Sourdough Sam, to the team's cheerleaders, the Gold Rush, Levi's has outfitted them all," the pub explains. Even the concessionaires wear Levi's.

Levi's president James Curleigh tells Forbes, "Since we signed the deal one-and-a-half years ago, we had a complete year of public relations engagement about Levi's Stadium before we paid our first payment on the deal about two months ago at the start of the 2014 NFL preseason. We had over 40 billion impressions of Levi's Stadium before it ever opened." Between the buzz from the stadium branding, the employee's outfits, and the Levi's collection for the Niners, that $220 million is starting to sound like a steal.
· Levi's Gains Value Beyond Naming Rights In Its Partnership With The San Francisco 49ers [Forbes]
· Lonely Island Guys Wear Matching Niners Jackets Like a Boss [Racked]