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.
Levi's Stadium
The project planning did not get off to a good start, however, with contention between the 49ers and the city of San Francisco over viable locations for the new stadium. Initially, the idea was to build a stadium in the parking lot of Candlestick Park and later demolish the aging stadium. Team ownership feared that construction of the village and the stadium would severely limit the amount of land available in Candlestick Point, creating a parking problem for fans and increasing traffic along the roads that link the stadium to the freeway. Moreover, with residents in the low-income housing by 2016, traffic would be permanently increased, further damaging the already-limited methods of transportation to the park.