Levi's to trademark 'Field of Jeans'

The Sports Xchange
The SportsXchange


Three weeks after the San Francisco 49ers announced their future home in Santa Clara would be named Levi's Stadium, the sponsor is looking into trademark rights that make it clear who's wearing the pants in the Bay Area.
Levi-Strauss paid $220 million over 20 years in a naming rights deal after which CEO Chip Bergh said "The coach in the locker room can say, 'Win one for the zipper."
Levi's applied for trademark rights to that phrase in addition to "Field of Jeans."
49ers CEO Jed York said in May that could be a nickname for the stadium, which is scheduled to open for the start of the 2014 season and host Super Bowl 50.