James Curleigh

James Curleigh
Levi's Brand

Levi’s Applies for Trademarks, 49ers Might be Playing at ‘Field of Jeans’

June 24, 2013

“Field of Jeans” is what the new the new San Francisco 49ers stadium will be referred to thanks to Levis Strauss & Co. In May, the San Francisco 49ers announced that Levi’s had bought the naming rights to their new hi-tech stadium in Santa Clara in a 20-year deal worth $220 million. That averages to about $11 million per season. The open stadium will feature the largest lower bowl in the league, and the entire facility will seat at least 68,500 fans.

“Levi’s jeans were designed for the 49ers during the gold rush,” 49ers CEO Jed York said Wednesday. “It was a good fit for them then and it’s a good fit today.”

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