Bay Area Host Committee Announces Strategic Partnership with Levi Strauss & Co. Ahead of Super Bowl LX and 2026 World Cup
Mountain View, CA (June 10, 2025) — The Bay Area Host Committee (BAHC) is proud to announce a new partnership with Levi Strauss & Co. (LS&Co.), marking an exciting collaboration in the lead-up to Super Bowl LX and the region’s biggest year in sports.
Founded in San Francisco, the Levi’s® brand has been a global icon for over 170 years, serving as the unofficial uniform of progress and a canvas for self-expression across generations. Through its long-time partnership with the San Francisco 49ers and the naming rights for the team’s home stadium secured through 2043, the Levi’s® brand has continued to affirm its place at the center of sports, music and entertainment culture. As the Bay Area prepares for a monumental year in sports in 2026, Levi’s® now joins the BAHC to help celebrate and elevate what makes the region truly special.
"We’re thrilled to welcome Levi’s® as a partner of the Bay Area Host Committee,” said Zaileen Janmohamed, President & CEO of the BAHC. “As an iconic brand that’s deeply rooted in Bay Area culture and global impact, Levi’s® is the perfect teammate to help us showcase the spirit, innovation, and talent of our region as we prepare to welcome the world in 2026."
Within this partnership, Levi’s® will work alongside the BAHC and the San Francisco 49ers as the first partner to activate at the San Francisco 49ers x BAHC House––a first-of-its-kind, high-end hospitality destination open during Super Bowl week. This invite-only ‘House’ will serve as a vibrant celebration of sport, entertainment, culture, and community, bringing together athletes, artists, influencers, and VIPs in an immersive, Bay Area-inspired space. More information about the House will be shared closer to the event.
“The Bay Area has long been a hub of innovation, culture, and community—and it’s only fitting that our companies play a leading role in welcoming the world to our region,” said Al Guido, President of the San Francisco 49ers. “We are proud to have partnered with Levi’s® for the last decade, and believe they are a perfect fit for this moment as a brand born here at home that has become a global icon. This collaboration exemplifies how local organizations can come together to support the world’s biggest events and proudly showcase what the Bay Area is all about.”
This partnership marks another milestone in the BAHC’s broader effort to form strategic partnerships with companies and organizations deeply invested in the success of the region and committed to ensuring major events like Super Bowl LX and FIFA World Cup 26™ leave a lasting cultural and socio-economic legacy across the Bay Area.
“Partnering with the Bay Area Host Committee is a natural extension of our longstanding commitment to Levi’s® enduring place at the center of culture and the events that shape it,” said Kenny Mitchell, Global Chief Marketing Officer of the Levi’s® brand at Levi Strauss & Co. “This is our hometown, and we’re proud to help shine a spotlight on all that the Bay Area continues to offer and represent — from diversity and innovation to creativity and community — on a global stage.”
About the Bay Area Host Committee
The Bay Area Host Committee (BAHC) is the region’s first long-term sports entity, dedicated to uniting the Bay Area through sport by building pride, connecting communities, and reenergizing the region. As a nonprofit, BAHC partners with local teams, civic leaders, and businesses to bring world-class sporting events to the Bay Area—driving lasting economic, cultural, and social impact.
BAHC is proud to have Boston Consulting Group (BCG), EA SPORTS, Kaiser Permanente and other visionary organizations as founding partners, supporting its mission to bring communities together and create lasting legacies through world-class events and sports. For more information, visit www.bayareahostcommittee.com or email us at info@bayareahostcommittee.com
About Levi Strauss & Co.
Levi Strauss & Co. (LS&Co.) is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Levi Strauss Signature™, Denizen®, Dockers® and Beyond Yoga® brands. Its products are sold in approximately 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,200 retail stores and shop-in-shops. Levi Strauss & Co.'s reported 2024 net revenues were $6.4 billion. For more information, go to http://levistrauss.com, and for financial news and announcements go to http://investors.levistrauss.com