Levi Strauss & Co, the US clothing company best known for its jeans, has announced a proposed 10-year extension to its stadium naming rights partnership with American football’s San Francisco 49ers.

Levi has been the naming rights partner of the NFL team’s stadium in Santa Clara since the 2014 NFL season, having signed a 20-year, $220-million deal for the $1.2 billion venue to be renamed Levi’s Stadium when it first opened.

The proposed extension, which needs approval from the Stadium Authority Board, is worth a combined $170 million and would see the stadium keep its name until the 2043 NFL campaign.

The deal would also see the continuation of Levi’s sponsorship of the team, which includes digital content and merchandise collaborations.

Approval of the deal is expected on January 30.

Michelle Gass, president and incoming chief executive at Levi Strauss & Co. said: “Since first announcing the naming rights to Levi’s Stadium in May of 2013 … 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.

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“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 organization and the City of Santa Clara.”

As part of the partnership extension, Levi Strauss & Co. said it will continue to partner with the 49ers and non-profit organizations on initiatives that benefit the Bay Area community and sustainability. Additionally, it will commit $200,000 annually to projects benefitting the Santa Clara community and residents.

Levi’s Stadium replaced Candlestick Park as the 49ers' home in 2014 and has an expanded capacity of about 75,000 for major events.

At the time, the team’s original $11-million-per-year deal with Levi was the second largest of its type in the NFL and the largest for a single team. MetLife Stadium, home to the New York Giants and New York Jets, is the subject of a 25-year, $400-million naming rights deal.

San Francisco 49ers’ president Al Guido said: “This season we’re proud to celebrate the success of our first 10 years as partners, and we look forward to our next 20 years together.

“The 49ers and Levi’s® are both iconic brands that are synonymous with the Bay Area, driven by a desire to serve this community. Levi’s Stadium has been featured on the world stage numerous times and will continue to be the premier venue in the Bay Area for the coming decades.

“The success of the stadium is proof of how special the Bay Area is and the power of major events to bring positive economic impact, excitement, and opportunity to this community.”

Last May, the NFL confirmed that the 2026 edition of its showpiece Super Bowl will be staged at Levi’s Stadium, 10 years after the venue hosted Super Bowl 50 in 2016. According to an independent study, that edition of the end-of-season clash generated almost $250 million for the Bay Area economy.

The stadium will also stage games during the 2026 men’s FIFA World Cup soccer tournament after being chosen as one of the 11 NFL venues in the US to host matches for the flagship national teams soccer tournament, which is being co-hosted with Canada and Mexico.

This year’s Super Bowl on February 11 will be played at Allegiant Stadium, home of the Las Vegas Raiders, while the New Orleans Saints’ Caesars Superdome will host the league’s flagship season-ending event in 2025.