Sources: USC Selects Legends For L.A. Coliseum, Sports Arena

Sources said that USC has selected Legends Hospitality to operate concessions and premium dining at L.A. Memorial Coliseum and L.A. Sports Arena. The two venues previously ran food in-house for many years. Legends’ multiyear deal coincides with USC taking over management of the two facilities in late July after signing a 98-year lease with the L.A. Coliseum Commission.

It also ties in with Legends opening up a West Coast office under the supervision of new President & COO Shervin Mirhashemi. Legends’ first official event is a Black Sabbath concert Sept. 3 at the arena. The first USC home football game is Sept. 7 vs. Washington State at the Coliseum. For Legends, the USC deal is its first college sports food contract. Legends is co-owned by the Cowboys, Yankees and the Checketts Partners Investment Fund.