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Levi’s trademarks 49ers hi-tech stadium as 'Field of Jeans'

The “Field of Dreams” is to baseball what “Field of Jeans” is to football. Levi’s, which bought the naming rights to the 49ers’ new stadium in 2013, has applied to trademark “Field of Jeans” as well as “Win one for the zipper,” according to Mike Rosenberg of the San Jose Mercury News.

Rookie linebacker Chris Borland #50 of the San Francisco 49ers participates in drills during 49ers Rookie Minicamp on May 23, 2014 in Santa Clara, California.
Rookie linebacker Chris Borland #50 of the San Francisco 49ers participates in drills during 49ers Rookie Minicamp on May 23, 2014 in Santa Clara, California.Photo by Thearon W. Henderson/Getty Images

In May 2013, the San Francisco 49ers announced that Levi’s had bought the naming rights to their new hi-tech stadium in Santa Clara in a 20-year deal worth $220 million. That averages to about $11 million per season. Levi’s has the option to extend the deal five more years for $75 million.

$1.2 Billion Stadium

Candlestick Park had been the oldest stadium in the NFL. The team’s new $1.2 billion facility will be the most hi-tech stadium in the league and will host Super Bowl L in 2016. Cowboys Stadium near Dallas cost $1 billion and was completed five years ago.

The open stadium will feature the largest lower bowl in the league, and the entire facility will seat at least 68,500 fans. Extensions for Super Bowl L will install a few additional seats. Fans and visitors from throughout the Bay Area can take mass transit via buses and BART.

Bike lanes will also be available for roadways near the stadium. Fans can also check on the Internet to check traffic congestion and select the best route for getting into the stadium. Santa Clara is located near Silicon Valley. 49ers fans will have the option to conduct transactions cash-free and ticketless. Software engineers are also building apps for cellphones that will allow attendees to order food, watch replays, listen to audio broadcasts, and check bathroom lines from their seats.

Hi-Tech Gear

The team has said that wireless connectivity won’t slow down despite thousands of fans connected simultaneously. All fans will have access to fast Internet connection wherever they are seated, according to Click Effects, an audio and visual technology firm who has worked with the 49ers and other NFL teams.

The Nashville-based company says that arenas and stadiums across most professional and collegiate sports view their facilities as a conduit for entertainment shows, not merely athletic contests. Click Effects was hired for live media production for the 2013 NBA All Star Game in Houston as well as the NCAA Final Four where concerts and special appearances took place.

However, Cowboys Stadium and Levi’s Stadium are expected to have premium audio/visual content delivery systems at every event, whether during football games or at seasonal events such as motorcross or wrestling. The 49ers new stadium will have some of the largest high-definition jumbotrons in the league.

In terms of funding, $800 million will be provided through seat and luxury box sales. As mentioned, a total of $220 million will come from the naming rights agreement with Levi Strauss and Co.