1/30/2014 5:31 P.M. ET
The Levi's® Brand renews five-year contract with the San Francisco Giants
"Levi's® Casual Fridays" established under the extended partnership agreement
By / MLB.com
SAN FRANCISCO -The San Francisco Giants and Levi Strauss & Co. (LS&Co.) announced today that they are renewing a five-year strategic partnership that includes sponsorship of the iconic right-field wall at AT&T Park known as Levi's® Landing.
The Giants and the Levi's® brand, two hometown icons, have had a great partnership connecting with fans since 2006. The Levi's® brand has been synonymous with the park's right-field wall which is known for its sweeping views of San Francisco Bay's McCovey Cove and is the site of the water cannons, flying the Levi's® logo and shooting water hundreds of feet into the air after each Giants home run. Levi's® Landing is also a focal point for players and fans alike who hope to witness the hitting of a homerun ball over the wall and into McCovey Cove.
"The San Francisco Giants and the Levi's® brand are two iconic bay area organizations sharing a common thread in engaging passionate players and fans," said Levi's Brand President, James Curleigh. "We couldn't be more proud to renew our commitment with the San Francisco Giants in an effort to build on our legacy and an even stronger partnership over the next five years."
"We are extremely proud that this new agreement will ensure that one of baseball's oldest franchises and one of the world's most iconic apparel brands will continue to partner in their shared hometown of San Francisco. It is an honor for us to connect with our fans through a brand that continues to define our lifestyle today," said Larry Baer, Giants president and chief executive officer.
The deal grants the Levi's® brand signage on the 25-foot high brick right field wall, branding on the Splash Hit Counter, branding on the banners above Levi's® Landing and branding on the 501' distance marker in the Fan Lot in Left Centerfield.
As part of the new agreement, the Giants will be rebranding their "casual Friday" policy to "Levi's® Casual Fridays" encouraging employees, including players and coaches, to sport their Levi's® jeans on Fridays.
The Levi's® brand announced the agreement renewal today during an employee meeting. As part of the presentation, employees were surprised with appearances from Giants President and CEO Larry Baer, players Brandon Belt and Javier Lopez and the team mascot, Lou Seal.
As previously announced, the Levi's® brand is connecting with another Bay Area sports icon as part of its recent naming rights partnership with the San Francisco 49ers.
To tweet this news: @levis and @SFGiants
This story was not subject to the approval of Major League Baseball or its clubs.