By the Staff of NYSportsJournalism.com
December 17, 2014: Back in the day, prospectors put on their Levi's and went into the great outdoors for endless hours of backbreaking work.
These days, 68,000-75,000 people can put on their Levi's and head out to Levi's Stadium for endless hours of watching the San Francisco 49ers at work.
But it's not just the Niners who play inside the $1.2 billion stadium in Santa Clara. Among other events at Levi's Stadium: the CFB Pac-12 Championship Game was played there on Dec. 5, the CFB Foster Farms Bowl is scheduled for Dec. 30 and WWE Wrestlemania 31 will hold court there on March 2.
That's not to mention the Coors Light NHL Stadium Series scheduled for Feb. 21 between the San Jose Sharks and Los Angeles Kings. And in 2016 the Big Game: the historic Super Bowl 50 on Feb. 6.
Even with the tab of a 20-year deal its estimated $220 million for naming rights, Levi Strauss & Co. appears to already be getting it's money's worth.
In addition to Levi's it has a plethora of marketing partners, including PepsiCo, Yahoo!, Intel, Anheuser-Busch (Bud Light), Sony, Comcast-NBCUniversal, Esurance, United Airlines, SunPower, NRG Energy, SAP, Citrix, Violin Memory and Brocade. Via their efforts, the venue has been called the most high-tech and one of most environmentally friendly sports stadiums in the world.
Levi's alliance with the stadium and the Niners goes beyond signage and as the official outfitter for both the venue and the team.
In-stadium, a mobile app offers a variety of options for fans, including a way order Levi’s products from their seats during games; and the 23,000-square-foot Levi’s 501 Club includes an historical homage to the company. Fans who wear Levi's products to games can receive on the spot such items as tickets to upcoming events, field access passes and 501 Club upgrades "to reward them for living in their Levi’s," according to the company.
In the social media space, Levi's is presenting sponsor for the team's "Forty Viners" effort, which offers on Vine team information with a focus on fans (and also unites fans on Twitter).
Levi's has been working with creative agency Heat, San Francisco, for activation and marketing relating to the stadium experience. The effort includes print, radio, digital, social, in-stadium and experiential, such as the Fan Rally at Levi’s Plaza in San Francisco and at Levi's Stadium that coincided with the Niners first official home game in Levi's Stadium on Sept. 14.
Niners tight end Vernon Davis has also aided the strategy as an official spokesman. In addition to multi-media marketing, Levi's had partnered with Davis on initiatives benefiting the Vernon Davis Foundation for the Arts, which seeks to provide scholarships to dedicated art students and grants to deserving nonprofit programs.
"When we signed on to sponsor it, we knew that it would become an industry-leading example of innovation, sustainability and excellence — values that 49ers organization share with Levi’s," Stacy Doren, head of Levi’s marketing for the Americas, said during a recent Q&A with NYSportsJournalism. "As the company that founded the blue jean, Levi’s prides itself on its forward thinking approach to the development of our products. Innovation is something that is and was always at our core."
Q&A: DNA For Levi's, Niners, NFL, DNA Alliance Growth Is In The Jeans
Back to Top Sports Marketers of the Year 2014
Back to Home Page