USC selling naming rights for LA Coliseum to United Airlines?

Gladys Abbott
May 19, 2017

Sports Business Journal reported on Thursday that the naming rights of LA Memorial Coliseum, the longtime home of USC football, have been acquired by United Airlines.

USC is reportedly in line for a big pay day. Jonathan Guerin, a spokesman for United Airlines, said only, "United Airlines is always evaluating potential marketing opportunities".

Munoz recently became a reviled household name as he tried to explain the treatment of a physician on an oversold flight who refused to give up his seat and was physically dragged off the aircraft with some injuries. United reached an agreement with the man paying money to him to make the incident disappear.

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The Coliseum is now undergoing much-needed renovations that will cost the school $270 million, so the sale is expected to help the school offset those exorbitant costs. The renovations, which will cost upwards of $270 million, are set to be complete in 2019. They say the deal is worth more than $70 million, making it the richest naming rights deal for a college football stadium. The previous high was the 10-year, $41 mllion deal struck by Alaska Airlines for the naming rights to Washington's Husky Stadium.

So while the "United Airlines Memorial Coliseum" is still a possibility, it stands to reason USC could have commanded a much larger asking price for that deal. It remains unclear how United will use its brand name with regard to the stadium.

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