Levi Strauss & Co. has signed a 20-year, $220 million deal with the NFL's San Francisco 49ers for naming rights to the team's new stadium, which is scheduled to open in time for the 2014 season. Although naming-rights deals for sports stadiums are often greeted with skepticism, most observers think Levi's is a good fit for the 49ers' new home in Santa Clara, Calif. "They're a heritage brand -- and part of that heritage is being from San Francisco. This plays that up big time," says Jim Andrews, senior vice president at IEG.
Levi's buys naming rights to San Francisco 49ers' new stadium
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