In what's being billed as the "West Coast's biggest ever naming-rights deal," the San Francisco 49ers have inked a deal with denim-purveyors Levi Strauss & Co. to have its name adorn the new Santa Clara stadium in 2014.

At 11 a.m. today a press conference will reveal the "major announcement," says the press release. But Mercury News has word that it's all about the new stadium.

Check back here for more details. The press conference at the Levi Strauss headquarters can be viewed live at