LINEBACKER LEVI’S: The San Francisco 49ers will get a new stadium next year and the naming rights are set to go to a team with stronger ties to the Gold Rush than the football squad. Levi Strauss & Co. today will submit a proposal to the Santa Clara Stadium Authority for a 20-year, $220 million agreement that will make Levi’s Stadium the site of 49ers home games — as well as various musical and cultural events — until the 161st anniversary of the creation of the first pair of Levi’s jeans. The dollar amount is a fraction of the $1.2 billion the facility is expected to cost, but Levi’s chief executive officer said during the company’s annual Community Day that the association “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.” Youthful in comparison, the 49ers were the first major league sports team to be based in San Francisco and have five Super Bowl victories in their 64-year history in the National Football League.
May 9, 2013