First off, I can’t take credit for ‘Field of Jeans’ I believe CEO Jed York mentioned that today at the press conference between Levi’s and the 49ers.
Today, the 49ers and Levi Strauss & Co have reached a 20 year agreement on naming rights for the 49ers new stadium. The new stadium will be know as Levi’s Stadium. The 20 year deal is worth $220 million.
In a statement announcing the deal, York mentioned the deep San Francisco roots of Levi Strauss & Co.[quote]“49ers have worn Levi’s jeans since the Gold Rush era. We are so honored to have the perfect partner for the premier outdoor sports and entertainment venue in the world,” York said in the statement. “A model of innovation and sustainability, Levi’s Stadium will bring to life all that is special about the Bay Area.”[/quote]