Levi's applies for trademarks, 49ers might be playing at 'Field of Jeans'
Levi's spent $220 million on naming rights for the new 49ers stadium and now the company has applied for trademarks on two jeans-related phrases.
Forget the Field of Dreams because soon we might have the "Field of Jeans."
San Francisco 49ers CEO Jed York joked on May 8 that "Field of Jeans" could be the nickname for the 49ers' new stadium. However, it's not a joke anymore because Levi Strauss -- the company that purchased naming rights for the 49ers' new stadium -- has applied for a trademark for the "Field of Jeans" name, according to Mike Rosenberg of the San Jose Mercury News.
In early May, the team announced Levi's had bought the naming rights to the 49ers' new stadium in a 20-year deal that will pay the team $220 million, or an average of $11 million per season. The deal includes a clause that gives Levi's the option to extend the deal five more years for $75 million more.
Levi's has also applied to trademark "Win One for the Zipper," a phrase Levi's CEO Chip Bergh used at the press conference when the naming rights were announced.
"The coach in the locker room can say, 'Win one for the zipper," Bergh said at the time.
For some reason, that doesn't seem like a phrase 49ers coach Jim Harbaugh will use. Ever.
The 49ers' new stadium is on track to open in time for the 2014 season.
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