The back of a Levi's® x San Francisco 49ers jacket, reading "Faithful to the Bay" in all caps and red lettering.

LS&Co. Extends Levi’s® Stadium Naming Rights and 49ers Partnership

Levi Strauss & Co.
January 25, 2024

In 2013, the Levi’s® brand, together with the entire Levi Strauss & Co. team, declared ourselves 49ers Faithful when we secured the naming rights for Levi’s® Stadium, the official home of the San Francisco 49ers football team. We’ve spent the last decade solidifying our partnership as two iconic, Bay Area brands. It’s been a natural fit — so much so that we’re committing to another 10 years.

This morning, LS&Co. — in partnership with the San Francisco 49ers and the Santa Clara Stadium Authority — announced the proposal for a 10-year extension to the naming rights for Levi’s® Stadium and team sponsorship, worth a combined $170 million. The proposal will be submitted for approval to the Stadium Authority Board on Tuesday, January 30.

This extension will be among the largest in the National Football League and secures LS&Co. with the naming rights for Levi’s® Stadium through the 2043 NFL season, reaffirming our commitment to the Bay Area as a world-renowned destination for sports and entertainment. We will also be extending our sponsorship of the 49ers, which includes digital content and merchandise collaborations, continuing this successful partnership.A man and a woman wearing Levi's x 49ers Trucker jackets with text reading Faithful to the Bay

Levi’s® Stadium has earned its status and reputation as a world-class, multi-use venue since opening in 2014, with events that have brought millions of visitors through its doors and contributed to breaking NFL and sports viewership records. In addition to Niners football games, Levi’s® Stadium has hosted many of the world’s most attended live events, including Super Bowl 50, the College Football Playoff, Wrestlemania, NHL Stadium Series and concerts for renowned artists such as Taylor Swift, Beyoncé and The Rolling Stones

“Since first announcing the naming rights to Levi’s® Stadium in May 2013 under the leadership of LS&Co. CEO Chip Bergh, we have seen our partnership with the San Francisco 49ers deliver value to our Levi’s® brand, furthering its place at the center of culture, helping us to connect with new generations of fans through the unifying power of sport and music, and building on our legacy of community engagement with like-minded partners,” said Michelle Gass, president and incoming CEO at LS&Co. “Our brands are our greatest asset, and we will continue to invest in ways that will continue to advance our long-term, sustainable growth. Today’s announcement underscores our confidence in this strategy, as well as in the continued opportunity to make an impact alongside values-led partners like the 49ers organization and the City of Santa Clara.”

As part of LS&Co.’s commitment to giving back, the company will continue to partner with the 49ers and nonprofit organizations on initiatives that benefit the Bay Area community and build on the shared commitment to sustainability, with projects such as the 49ers EDU program, focused on water conservation, and the Field of Jeans installation, which demonstrated the importance of extending the life of the clothes we wear. Additionally, the 49ers organization is committing $200,000 in annual contributions as part of this agreement to projects benefitting the Santa Clara community and residents.

For more details, see the press release.

Go Niners!

Levi's Stadium with text reading Proud to Call Levi's Stadium the home of the faithful