The San Francisco 49ers and Levi Strauss & Co. reached a 20-year, $220 million agreement to name the National Football League team’s stadium under construction in Santa Clara for the world’s biggest maker of jeans.
The apparel maker is proposing to name the $1.2 billion facility Levi’s Stadium, in a move that Chief Executive Chip Bergh said will allow the company to reach sports and music fans from the area and around the world.
“Levi’s Stadium will connect two iconic Bay Area brands that share similar values,” Bergh said in a news release posted today on the team’s website.
The company will present the proposal on May 9 to the Santa Clara Stadium Authority, the public agency overseeing construction of the building, which is scheduled to open in 2014.
Jed York, the team’s chief executive, said “49ers have worn Levi’s jeans since the Gold Rush era,” when the company created the first blue jeans by adding copper rivets to denim pants. The 49ers, the first major league sports team based in San Francisco in 1946, have won five Super Bowl titles.
About 300,000 people flocked to California after gold was discovered there in 1848. They became known as 49ers and the California Gold Rush lasted until 1855.