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49ers strike 20-year, $220 million deal with Levi’s


We heard earlier on Wednesday that Levi’s would be buying the naming rights to the new 49ers stadium under construction in Santa Clara, but we didn’t know just how deep into their jeans pockets Levi’s would be dipping for those rights.

Now we know. On Wednesday afternoon, the 49ers and Levi’s announced a 20-year, $220 million deal to name the 49ers’ home field Levi’s Stadium. In a statement announcing the deal, 49ers CEO Jed York played up the deep San Francisco roots of Levi Strauss & Co., which was founded in 1853 and introduced blue jeans in 1873.

“49ers have worn Levi’s jeans since the Gold Rush era. We are so honored to have the perfect partner for the premier outdoor sports and entertainment venue in the world,” York said in the statement. “A model of innovation and sustainability, Levi’s Stadium will bring to life all that is special about the Bay Area.”

York answered another burning question during the press conference. Would the deal with Levi’s include a clause that would force coach Jim Harbaugh to give up his khakis?

“We’re working on coach to get him into a pair of jeans. I don’t know whether he’s been in anything other than khakis,” York said, via Matt Barrows of the Sacramento Bee.

Luckily, Dockers are among the brands in the Levi Strauss & Co. line so that crisis can likely be averted.

Photo via