SANTA CLARA — Despite having a decade left in their current deal, the San Francisco 49ers announced Thursday that they’ve reached a $170 million agreement with denim giant Levi Strauss & Co. to extend naming rights for Levi’s Stadium for another 10 years.
The extension, which the Santa Clara Stadium Authority is expected to approve by next week, will give Levi’s the naming rights through the 2043 NFL season. In 2013, Levi Strauss & Co. paid the city and the 49ers $220.3 million for the naming rights for the first 20 years — then one of the most expensive naming-rights deals in NFL history. The stadium, owned by the city and managed by the 49ers, opened the following year in Santa Clara.
In an interview, 49ers President Al Guido credited the success of the team and the stadium in the last decade for fostering the lucrative deal. The 49ers play the Detroit Lions for the NFC Championship at the stadium on Sunday, with the winner headed to the the Super Bowl.
“I think this speaks to the partnership with the 49ers and Levi’s,” Guido said. “I think it’s unlikely you could find a deal that’s been extended at this early stage at this price point.”
Last year, both the Carolina Panthers and the Baltimore Ravens agreed to naming-rights extensions for their stadiums — Bank of America’s deal with the Panthers was set to expire this year, while M&T Bank’s partnership with the Ravens was set to end in 2027. Financial terms were not disclosed for either extension.
In a statement, Santa Clara Mayor Lisa Gillmor praised the deal. “Levi Strauss & Co. has deep roots in the San Francisco Bay Area, and we know the value that this iconic name brings to a world-class stadium that attracts hundreds of thousands of people annually,” she said. “This extension would solidify our partnership with LS&Co., showing that we have a shared commitment to make a positive impact on our community.”
Michelle Gass, president and incoming CEO of Levi Straus & Co., said the NFL team has delivered value to the jeans brand over the last decade, “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.”
On the same day the naming rights extension was announced, Levi Strauss & Co. revealed plans to lay off 15% of its corporate workforce, according to Bloomberg News.
The naming rights extension comes as Levi’s Stadium prepares to host its second Super Bowl and its first round of FIFA World Cup matches in 2026. Guido said about $200 million of renovations were expected at the stadium by then.
In the last year, Levi’s Stadium has drawn some of the biggest acts to Santa Clara, including Taylor Swift, Beyonce and Ed Sheeran, whose concert brought in 80,000 fans — a new venue record. Santa Clara and the 49ers have had an acrimonious relationship at times during their more than decade-long partnership. In 2022, the pair ended one of the most contentious legal battles over the NFL teams management of the stadium.
The money from the deal will be split between the Santa Clara Stadium Authority and the 49ers. Guido said it will give them the “resources necessary to improve the fan experience,” enhancing everything from parking to food and beverage.
“For me, this is a landmark deal, at a landmark time for an iconic franchise on both sides,” Gudio said.