US fashion brand Levi’s has renewed its five-year sponsorship agreement with MLB baseball team San Francisco Giants.
Having partnered the Giants since 2006, Levi’s retains sponsorship of the right-field wall at its AT&T Park known as Levi’s Landing, where water cannons are fired after each Giants home run.
Under the deal, Levi’s is granted a 25-foot high right-field wall for promotion, branding on the Splash Hit Counter, banners above Levi’s Landing and exposure for its 501 range on the distance marker in the Fan Lot in left centre-field.
Additionally, the Giants are to rebrand their “casual Friday” policy as “Levi’s Casual Fridays”, encouraging employees including players and coaches to wear Levi’s jeans at the end of the week.
Levi’s renewal with the Giants continues its established sporting presence in the San Francisco area, where it is the title sponsor of NFL American football team San Francisco 49ers' new stadium in Santa Clara that will open for the 2014 season.