A rendering of the new stadium. (Photo by www.levisstadium.com)
Currently about halfway through the construction process, the new stadium for the San Francisco 49ers officially has a name. As of May 9, the New Santa Clara Stadium has been named Levi’s Stadium, thanks to a $220-million naming rights deal.
Construction of the new $1.2-billion stadium for the National Football League’s San Francisco 49ers (located in Santa Clara, Calif.) has been pretty transparent throughout. On the website, fans can take a look at the latest press releases, renderings from architects HNTB, and a live camera showcasing the progress of Turner Construction. There’s even a handy chart showing a quick view of the differences between the 49ers current home, Candlestick Park in San Francisco, and the new construction in Santa Clara. For instance, the average concourse at the new construction will be 44-feet wider than at Candlestick Park. The new stadium also adds 9,000 revenue-generating club seats.
The 49ers are maintaining a reputation of being straightforward with this project when it comes to the facts about the naming rights deal. The team was given the task of securing naming rights by the Santa Clara Stadium Authority. Creative Artists Agency signed on in April 2011.
“CAA is part of our team and report to us weekly on sales activity and join us for many presentations,” said 49ers Director of PR Bob Lange. “Having a sales team on both coasts allowed us to be deeper in our approach, ensuring that we found the best partner possible for the SCSA.”
A look at the stadium logo, on the header of www.levisstadium.com. Conveniently, both the 49ers and Levi Strauss & Co. use red and white logos.
Levi Strauss & Co. is a suitable fit not least because of its location. The apparel company began in 1873, creating the first blue jeans to outfit those in the American West.
“A strong, sustainable naming rights relationship with a world class, Bay Area brand is an ideal situation,” added Lange. “Naming rights partnerships are best when the partner is locally based, as in the case of Levi’s. This allows for maximum hometown connection and affinity, and truly aligns two great international brands in their home market.”
Starting more than 60 years ago, the San Francisco 49ers was the first professional sports team to be based in San Francisco. So far, they have won five Super Bowls and 19 division championships. Levi Strauss & Co. posted a press release reiterating the importance of a Bay Area partnership.
“Levi’s Stadium will connect two iconic Bay Area brands that share similar values, a rich heritage and a pioneering spirit,” stated Levi Strauss & Co. CEO Chip Bergh. “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’s will pay an average of $11 million over a 20-year period, or $200 million. There is also a 5-year extension option. The payments are expected to largely help finance the cost of the stadium, of which 90-percent is being privately funded through the sale of stadium assets, by local hotels, the team, and the NFL.
The naming rights deal is between Levi’s, the 49ers, and the Santa Clara Stadium Authority.
Lange said that the three entities “have a shared vision of sustainability, innovation and user experience for the new stadium, that truly drove the orchestration of this partnership.”
A rendering of the northwest stadium entrance. (Photo by www.levisstadium.com)
One feature that combines both sustainability and innovation is the commitment to solar energy. Feb. 26, SunPower Corp. became the official solar technology partner for Levi’s Stadium. SunPower solar panels will be featured in a variety of ways, including over the training facility and in a solar canopy above the suite tower, which features a green, living roof.
The partnership between the 49ers, Levi’s Stadium and SunPower reiterates the desire to keep partnerships local.
“As we strive to create a sports and entertainment venue that embodies all that is special about the Bay Area and Silicon Valley, it is fitting that SunPower, with its global headquarters less than two miles from the new stadium, will be providing us with its high-efficiency solar panels,” said 49ers CEO Jed York.
Other green aspects include water-conserving fixtures and a commitment to recycling non-hazardous construction waste. The stadium is going for LEED Certification upon opening in July 2014. In the meantime, fans can schedule free tours of the construction site, which run Monday-Thursday at 4 p.m. PST. For those who aren’t local, Levi’s Stadium construction can be viewed live via a webcam.
Interviewed for this story: Bob Lange and Jed York, (408) 605-2019; Chip Bergh, (415) 501-7777