Levi Strauss has secured a 10-year extension to its partnership with San Francisco 49ers which will see the clothing brand continue to hold stadium naming rights.

According to the NFL franchise, the partnership is valued at a combined £170m and is ‘one of the largest’ in the league, with the duo having first struck an agreement ahead of the 2014 season.

The initial partnership commenced in tandem with the opening of the stadium 10 years ago, with the renewal maintaining the strong association the two respective brands have built up over the subsequent decade.

As well as continuing as the naming rights partner, Levis will also work with the 49ers on digital content and merchandising. The partnership comes at a significant time for the team, which is preparing to take on the Kansas City Chiefs in this year’s Super Bowl.

Santa Clara Mayor, Lisa Gillmor, said: “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.

“This extension would solidify our partnership with LS&Co., showing that we have a shared commitment to make a positive impact on our community.”

Local engagement is a core focus area for the partnership. As Gillmor noted, Levis is a San Francisco-founded and based business, whilst the 49ers were the first professional sports team to play in the city, having competed there continuously since 1946.

Moving forward, Levis and the 49ers plan to continue working together and with non-profit organisations in Bay Area community projects, such as the water conservation EDU programme and ‘FIeld of Jeans’ clothing longevity campaign. The team will also commit $200,000 to Santa Clara community and residents through the deal.

Michelle Gass, President and incoming CEO of Levi Strauss, said: “Since first announcing the naming rights to the Levi’s® Stadium in May of 2013, under the leadership of LS&Co. CEO, Chip Bergh, we have seen our partnership with the San Francisco 49ers deliver value to our Levi’s brand, 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

“Our brands are our greatest asset, and we will continue to invest in drivers of our long-term, sustainable growth. Today’s announcement underscores our confidence in this strategy, as well as in the continued opportunity to make an impact alongside values-led partners like the San Francisco 49ers organisation and the City of Santa Clara.”

The 49ers are due to face off against the Kansas City Chiefs in the Super Bowl on 11 February, in the first ever edition of the event to take place in Nevada, with Paradise’s Allegiant Stadium the host stadium.

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