The @49ers new football home will be called Levi's Stadium. CEO Jed York calling it the "Field of Jeans."

— NFL on ESPN (@ESPNNFL) May 8, 2013

In the insanely crazy years of the California Gold Rush from 1849 to 1855, hundreds of thousands of people poured into San Francisco and the surrounding areas. Levi Strauss was one of them, but he didn’t come for gold. He came to establish his family dry-goods business and help clothe and outfit all those 49ers looking to strike it rich.

Strauss, of course, had hit on a formula that would make him and his family exceedingly wealthy. Now a whole different kind of 49ers will be benefiting from his legacy.

Word came Wednesday that the denim powerhouse Levi Strauss & Co. would shell out $220.3 million over 20 years to put its name on the new Santa Clara stadium that will be home to the NFL’s San Francisco 49ers starting next year. That price is one of the heftiest in pro sports and should help offset the $1.2 billion it is taking to build what will now be called Levi’s Stadium.Continue reading...

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