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.
National Football League rivalries
The rivalry between the 49ers and Rams began in 1950. The rivalry became one of the most intense in the NFL in the 1970s as the two California-based teams (the Rams then play their home games in Los Angeles whereas the 49ers play their home games in San Francisco) regularly competed for the NFL's NFC West Division title. The two teams have contested 129 games, in which San Francisco leads 64–62–3. After the Rams relocated to St. Louis (in 1995), the rivalry had lost its geographical lore, although games were still intense. The cultural differences between the West Coast (where the 49ers are based) and the Midwest (where the Rams were based) also added to the intensity of the rivalry. In 2016, the Rams moved back to Los Angeles making the rivalry once again West Coast based. "Sports Illustrated" considers it the 8th best of all time in the NFL.