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49ers Ink 20-Year, $220M Naming Rights Deal For Newly Minted Levi's Stadium
Published May 9, 2013
A SPONSOR WITH LEGS: York this morning noted the team had a "lot of interest from a lot of different folks, and we said all along we wanted to make sure that it was the right fit." York: "When you look at Levi's, they’ve been outfitting 49ers since they began in 1853 and started with blue jeans in 1873." He added Levi's "saw that this is going to be a showcase stadium of innovation throughout the Bay Area." York: "We’ve got some great tech partners, we’ve got some great partners all across the board, and this is a great way for us to connect with our fans" ("NFL AM," NFL Network, 5/9). AD AGE’s Michael McCarthy noted Levi’s is a “more natural fit" for the stadium name than a "dot-com or company that made expensive cables.” The 49ers and the NFL “likely don’t have to worry about their naming rights sponsor going bankrupt after a denim bubble pops.” IEG Senior VP/Content Strategy Jim Andrews: “You don't see many apparel companies with their names on stadiums and arenas. But it does a couple of things for Levi's. They're a heritage brand -- and part of that heritage is being from San Francisco. This plays that up big time.” However, Baker Street Advertising Exec VP & Exec Creative Dir Bob Dorfman said, “I just assumed they wanted to sign a sponsor based in Silicon Valley, not San Francisco, for the naming rights” (ADAGE.com, 5/8). In S.F., Matier & Ross write the “selection of an old-line San Francisco apparel brand over a Silicon Valley company is a bit of a surprise, given the emphasis the team has placed on making its new stadium state-of-the-art” (S.F. CHRONICLE, 5/9). ESPN.com’s Mike Sando wrote the 49ers “likely won't have an unpleasant name change forced upon them, as the case was when CenturyLink overtook Qwest, affecting the Seahawks' stadium brand” (ESPN.com, 5/8).