When Levi's Stadium hosts its first regular-season NFL game Sept.14, 49ers fans "will be treated to plenty of Levi's-sponsored experiences as the brand looks to capitalize on its new stadium naming rights deal," according to Max Willens of AD AGE. Jumbotrons will "show Levi's-centric content produced by the Forty Viners, a social media program dedicated to highlighting action inside the stadium." On the field, team mascot Sourdough Sam will be "running around in a new pair of Levi's." There will also be fans "wearing Levi's 49ers trucker and varsity jackets, part of an exclusive collection that could be the beginning of a league-wide apparel partnership." During the games, fans "seen wearing Levi's by stadium staff may periodically have their drink tabs picked up, or they may get invited into the 501 Club, a 23,000-square-foot space above the stadium's craft beer garden." At some point this season, Levi's reps will show up at Finnerty's sports bar in N.Y. and "invite Levi's-wearing attendees to fly back to San Francisco to watch the following week's home game at the stadium." Levi's "originally planned to create" the collection of team-licensed apparel for the 49ers only. But Levi's President James Curleigh said that "after showing a test run to NFL executives, the reaction was overwhelming." Curleigh said the NFL sees it "as an opportunity. They want to take it to all 32 NFL teams quickly." Willens noted for now, Levi's will "sell its 49ers collection at the stadium, select Levi's stores" in S.F. and on Levi.com (
ADAGE.com, 9/6).
