The 49ers are moving to the South Bay, but the football team will keep ties to The City by naming its new stadium after a San Francisco-based apparel company.
The team and Levi Strauss & Co announced on Wednesday that the $1.2 billion stadium in Santa Clara, set to open in 2014, is going to be called Levi’s Stadium. The jeans maker landed the naming rights for the state-of-the-art facility by reaching a $220 million, 20-year agreement with the club.
“Our colors aren’t exactly the same, but they’re close enough,” 49ers CEO Jed York said.
The proposal will be submitted to the Santa Clara Stadium Authority for approval on Thursday.
Santa Clara Mayor Jamie Matthews said the stadium authority plans to use the money to pay down the costs of new 68,500-seat stadium.
The partnership between the 49ers and the clothing company is perfect, Levi’s CEO Chip Bergh said, because the outfitter made jeans, “for the needs of the original 49ers of the Gold rush era.”
“Levi’s Stadium will connect two iconic Bay Area brands that share similar values, a rich heritage and a pioneering spirit,” Bergh said.
The 49ers submitted a bid to host Super Bowl L at Levi’s Stadium in 2016 to the NFL on Tuesday. NFL team owners will choose between Levi’s Stadium and Miami on May 21 and, at this point, the Bay Area is considered a favorite to win the nod because Miami lacks the funding to renovate its deteriorating facilities.