Sponsorship & Marketing

Levi Strauss set to extend backing of 49ers stadium until 2043

Featured image credit: Naveen Venkatesan on Unsplash

Clothing company Levi Strauss & Co. is set to renew its sponsorship of Levi’s Stadium, home of the NFL’s San Francisco 49ers, as part of a new 10-year deal.

LS&Co and the 49ers today (Thursday) announced the proposed extension to the naming rights for the stadium, which is owned by the Santa Clara Stadium Authority. The naming-rights deal and sponsorship of the 49ers will be worth a combined $170m (£134m/€157m).

The extension is subject to approval by the Stadium Authority Board, which is expected on Tuesday. The 49ers said the extension, which will run until the 2043 season, will be among the largest in the NFL. LS&Co’s sponsorship of the team includes digital content and merchandise collaborations.

Levi’s Stadium opened in 2014 and has hosted major events such as the Super Bowl, College Football Playoff, Wrestlemania and the NHL Stadium Series, as well as concerts from the likes of Taylor Swift, Beyoncé and The Rolling Stones.

LS&Co will continue to work with the 49ers and non-profit organisations on initiatives that benefit the Bay Area community and build on their respective sustainability commitments. This will include projects such as the 49ers EDU programme, which focuses on water conservation, and the Field of Jeans installation. The 49ers will also commit to $200,000 in annual contributions to projects benefiting local people.

49ers president Al Guido said: “This season we’re proud to celebrate the success of our first 10 years as partners, and we look forward to our next 20 years together. The 49ers and Levi’s are both iconic brands that are synonymous with the Bay Area, driven by a desire to serve this community.

“Levi’s Stadium has been featured on the world stage numerous times and will continue to be the premier venue in the Bay Area for the coming decades. The success of the stadium is proof of how special the Bay Area is and the power of major events to bring positive economic impact, excitement and opportunity to this community.”

Michelle Gass, president and incoming chief executive of LS&Co, added: “Since first announcing the naming rights to the Levi’s Stadium in May of 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 centre 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.

“Our brands are our greatest asset, and we will continue to invest in drivers of 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 San Francisco 49ers organisation and the City of Santa Clara.”

Levi’s Stadium will stage the Super Bowl again in 2026, and later that year it will be a host venue during the FIFA World Cup. The stadium will undergo renovation work in the coming years, beginning with an extensive suite remodel process following the current NFL season.