United Officially Takes Naming Rights To L.A. Memorial Coliseum

United Airlines' 16-year contract is the most lucrative entitlement deal among college venuesTwitter

The long-awaited United Airlines naming-rights deal at L.A. Memorial Coliseum was announced yesterday at the stadium’s groundbreaking ceremony for renovations. The 16-year contract is worth just under $5M annually, which makes this the most lucrative entitlement deal among college venues. That will begin in August '19, and the new name of the venue will be United Airlines Memorial Coliseum. The landmark agreement, the first of its kind for the Coliseum, was sold by Fox Sports' Home Team Sports sales unit and Impression Sports. HTS owns the multimedia rights for USC. HTS President Kyle Sherman said, “Collegiate naming rights are a growing area and we see a great benefit to brands working within the college space on a naming rights basis” (Michael Smith, Staff Writer). USC AD Lynn Swann indicated that the deal with United "was critical to funding renovations" at the stadium. Swann said, "Without their help and support I don't think we'd be at this particular stage." He "acknowledged 'angst' among Trojans boosters and fans who prefer maintaining tradition over upgrades funded by naming rights to an iconic venue steeped in history." Swann: "If we're not changing and moving forward then we're stagnant and other schools will pass us up and we won't be relevant in terms of our facilities." In L.A., Lindsey Thiry notes seats "will be replaced, luxury suites will be added and new lighting and concession stands will be installed." Capacity will be "reduced from 93,607 to 77,500 when the changes are complete" (L.A. TIMES, 1/30). United additionally will become the "official airline of USC's athletic department under the agreement" (L.A. DAILY NEWS, 1/30).

FINDING A DOMESTIC PARTNER: USC President C.L. Max Nikias said that the school "considered a number of corporations" before settling on United. He said that he felt "very strongly that the naming rights should go to an American corporation" in order to "preserve the heritage of the Coliseum." It was originally built "as a memorial to American veterans of World War I" (WALL STREET JOURNAL, 1/30).