The National Football League’s San Francisco 49ers recently announced their future home in Santa Clara, CA, would be named “Levi’s Stadium.” Levi Strauss & Co. had been added to the list of companies rumored to be bidding on the naming rights to the stadium after it purchased 12 domain names related to “stadium” earlier this year. The clothing company paid $220 million over 20 years for the naming rights for the $1.2 billion stadium, which is scheduled to open for the 2014 season.
The 49ers CEO Jed York said at the time of the announcement: “You can’t find a better name for the stadium than ‘Levi’s’ — it really was the perfect fit.” The blue jean-related play on words didn’t stop there. It seems the new stadium already has a nickname and a catchphrase since Levi Strauss has filed trademark applications for the phrases, “Field of Jeans” and “Win one for the zipper.” Here’s a copy of one of the trademark application records from the Corsearch platform:
“Win one for the zipper” is a play on Notre Dame football coach Knute Rockne’s famous “Win one for the Gipper” speech (which referred to George “Gipper” Gipp, a Notre Dame football player). That phrase was also later used by President Ronald Reagan as a political slogan. “Field of Jeans” is a play on the movie title, “Field of Dreams,” the 1989 Kevin Costner film about an Iowa farmer who builds a baseball diamond in his cornfield. Here’s some “If you build it, he will come” for you movie fans.
Can you suggest any other jeans-related phrases for the new stadium?