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.

Related Summaries