The agreement will keep the naming rights in effect until the 2043 season.

The San Francisco 49ers announced on Thursday that they had secured a $170 million agreement with denim giant Levi Strauss & Co.

to extend the naming rights of Levi’s Stadium for an additional ten years, despite having ten years left on their present contract.

The Santa Clara Stadium Authority is anticipated to accept the extension next week, granting Levi’s the name rights through the 2043 NFL season.

For the first 20 years of the name rights, Levi Strauss & Co. paid the 49ers and the city $220,3 million in 2013.

one of the most costly naming-rights agreements in NFL history at the time.

The next year saw the opening of the stadium, which is owned by the city and run by the 49ers.

49ers President Al Guido explained in an interview that they were able to strike such a big deal

because of the team’s and the stadium’s performance over the previous ten years.

Guido remarked, “I think this speaks to the partnership with the 49ers and Levi’s.”

“I don’t think it’s possible to find a deal at this price point that has been extended at this early stage.”

The naming rights renewals for the stadiums of the Carolina Panthers and the Baltimore Ravens were agreed upon last year;

the Panthers’ agreement with Bank of America was scheduled to expire this year,

while the Ravens’ agreement with M&T Bank was scheduled to expire in 2027.

There was no disclosure of the financial terms for any extension.

Santa Clara Mayor Lisa Gillmor applauded the agreement in a statement.

“We understand the value that this iconic name brings to a world-class stadium that draws hundreds of thousands of people every year,”

the spokesperson said. “Levi Strauss & Co. has deep roots in the San Francisco Bay Area.”

“This extension would strengthen our collaboration with LS&Co. and demonstrate our shared dedication to improving our community.

The NFL team has added value to the jeans brand over the past ten years, according to Michelle Gass, president and incoming CEO of Levi Straus & Co.,

“furthering its place at the center of culture, helping us to connect with new generations of fans

through the unifying power of sport and music and building on our legacy of community engagement with like-minded partners.”

In a press release announcing the agreement, Gass stated,

“Our brands are our greatest asset, and we will continue to invest in drivers of our long-term, sustainable growth.”

The extension of the name rights coincides with Levi’s Stadium’s preparations to host its second Super Bowl and its first FIFA World Cup round in 2026.

Between now and then, they intend to renovate the stadium for about $200 million.

The 49ers and the Santa Clara Stadium Authority will split the deal’s proceeds.

They will be able to improve anything from parking to food and drink by using the “resources necessary to improve the fan experience” that will be provided.

“In my opinion, this is a historic agreement for a legendary franchise on both sides, at a historic moment.”