USC to sell naming rights for Coliseum to United Airlines – Orange County Register

The Los Angeles Memorial Coliseum is poised for a name change.

USC has reached a 15-year agreement worth more than $70 million with United Airlines for the naming rights, according to a report published Thursday by the Sports Business Journal.

A school spokesperson did not confirm the deal. No formal announcement has been made. School officials said earlier this month they were still exploring the sale of naming rights.

In 2015, USC retained Fox Sports to sell naming rights, though retained veto power. A deal would help fund renovations that are scheduled to begin next year. The school has raised $225 million in cash and pledges for the $270 million project.

USC has managed the historic, 93,000-seat stadium since 2013.

It is unclear what the specific name of the stadium would be under the new agreement, though the SBJ report said “Memorial Coliseum” would be remain, a sentiment previously expressed by officials.

Joe Furin, the general manager of the Coliseum, told ESPN in 2015 that it was “very important” that any change not remove the words “Memorial Coliseum.”

The name of the Los Angeles Memorial Coliseum, a state and federal historic landmark, has not changed since it opened in 1923. USC has played home football games at the site since.

The deal would become the most lucrative naming-rights deal in college athletics, surpassing Washington’s 10-year, $41 million contract it inked with Alaska Airlines in 2015.

Two years earlier, California also signed a deal with video-game company Kabam for naming rights to Memorial Stadium worth $18 million over 15 years.

Neither stadium name was overhauled.

Washington’s Husky Stadium was dubbed Alaska Airlines Field at Husky Stadium, while California’s Memorial Stadium became Kabam Field at Memorial Stadium.

No other Pac-12 schools have corporate sponsorships for their stadium names.

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