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Levi's seeks Santa Clara stadium naming rights

The SportsXchange

Levi Strauss & Co. announced Wednesday a proposed 20-year, $220 million naming rights agreement for the San Francisco 49ers' new stadium in Santa Clara.

The apparel company will present its proposal to the Santa Clara Stadium Authority on Thursday. If approved, the team's future home will become Levi's Stadium.

"Levi's Stadium will connect two iconic Bay Area brands that share similar values, a rich heritage and a pioneering spirit. Joining the incredible legacy of the 49ers organization is a perfect fit for the Levi's brand -- and a chance for us to engage with sports and music fans across the Bay Area and around the world," Levi Strauss & Co. CEO Chip Bergh said.

The partnership also makes Levi's the official sponsor of the 49ers. Levi Strauss is a Bay Area-based company that made its first pair of jeans in 1873 and has become a worldwide brand.

"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," 49ers CEO Jed York said. "A model of innovation and sustainability, Levi's Stadium will bring to life all that is special about the Bay Area."

The $1.2 billion stadium is expected to open in time for the 2014 football season. It will seat 68,500 and feature 165 luxury suites and 8,500 club seats. The facility also will be a multipurpose venue for concerts and athletic events.

"This partnership is a tremendous opportunity for Levi's, the 49ers, the City of Santa Clara and the entire Bay Area," Santa Clara mayor Jamie Matthews said. "As powerful advocates for our communities, we share a vision for the new stadium constructed on the pillars of innovation, sustainability and an unparalleled entertainment experience. I am looking forward to this being brought for consideration by the Stadium Authority to approve."

The 49ers will play their final season in Candlestick Park in 2013.
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