Levi's Stadium
On May 8, 2013, the 49ers announced that San Francisco-based Levi Strauss & Co. purchased the naming rights to the new stadium. The deal calls for Levi's to pay $220.3 million to the city of Santa Clara and the 49ers over 20 years, with an option to extend the deal for another five years for around $75 million. On September 14, 2015, ESPN's Chris Berman coined the name "The Big Bellbottom" in reference to the stadium. In a Deadspin article covering the 49ers on August 18, 2015, article writer Drew Magary coined the nickname "the Jeanhole" for the stadium.
49ers–Rams rivalry
The 49ers–Rams rivalry is a rivalry that began in 1950 and became one of the most intense in the National Football League in the 1970s as the two California based teams regularly competed for the NFL's NFC West Division title. The intensity of the rivalry is due to the fact that Northern California (where the 49ers are based) and Southern California (where the Rams are based) have long been competitors in the economic, cultural, and political arenas. During the Rams' twenty-one years in St. Louis, the rivalry did not have the geographical lore it once had, but games were still intense regardless of the standings. With the Rams’ return to Los Angeles in 2016, the rivalry became geographic once more. "Sports Illustrated" considers their rivalry the 8th best of all time in the National Football League.