By Barry Janoff
January 6, 2016: Levi Strauss & Co., already immersed in the upcoming Super Bowl as naming-rights holder for the stadium that will house the Big Game on Feb. 7, has enhanced its position by becoming a founding legacy partner for the San Francisco Bay Area Super Bowl 50 Host Committee.
The San Francisco-based clothing company said it would will work with the Host Committee to help bring football fans a variety of exciting experiences – including live music and interactive events – during Super Bowl Week.
As part of the deal, the brand becomes presenting sponsor for the Host Committee's main entertainment stage — The City Stage presented by Levi's — which will be located in Super Bowl City presented by Verizon (being built in San Francisco's Sue Bierman Park).
Levi's also plans to release a limited-edition Super Bowl 50 Collection, available for purchase in limited quantities during Super Bowl week throughout the Bay Area and online.
Levi's said it would unveil additional activities and experiences available to fans as Super Bowl 50 approaches.
Other Super Bowl 50 Host Committee partners include Google, Intel, Kaiser Permanente, SAP and Yahoo!
"As a company born and raised in San Francisco, we're excited to partner with the Super Bowl 50 Host Committee to bring this momentous event to our home turf," Chip Bergh, president and CEO for Levi Strauss & Co., said in a statement "We've been dressing fans for game day for 50 years and expect Super Bowl 50 to be an epic highlight. We look forward to providing fans around the world and visitors to the Bay an unforgettable experience."
Levi's in 2013 signed a 20-year naming rights deal valued at $220 million for Levi's Stadium, which is home to the NFL's San Francisco 49ers, which opened prior to the 2014 season. The venue is located about 45 miles south of San Francisco in Santa Clara.
At the time the deal was signed, Jed York, CEO for the Niners, said, "Levi's jeans were designed for the 49ers during the Gold Rush. It was a good fit for them then and it's a good fit today."
Super Bowl 50 was awarded to Levi's Stadium in May 2013.
The City Stage presented by Levi's will feature free live musical, cultural and performing arts entertainers. Alicia Keys is scheduled to headline and close out the festivities on Feb. 6.
Additional performers and schedules will be unveiled in the coming weeks.
Super Bowl City is being designed to "showcase the best the Bay Area has to offer, with interactive games and activities that highlight the region's technological prowess, culinary excellence and cultural diversity."
According to Keith Bruce, CEO for the Super Bowl 50 Host Committee, "With Levi's partnership, we're thrilled to be able to work with a company that has such a deep connection to the Bay Area and its values of innovation and generosity of spirit. Together, we look forward to providing our Super Bowl City guests with unique, engaging experiences that are right in style with the milestone Super Bowl 50."
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