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The Real Deal Los Angeles

LA Memorial Coliseum renamed following $69M deal with United Airlines

It is the most lucrative naming rights deal in American college sports
January 29, 2018 02:30PM

Los Angeles Memorial Coliseum (Credit: Wikipedia)

The Los Angeles Memorial Coliseum is getting a facelift, and a new name.

The city landmark at 3911 South Figueroa Street will be renamed the United Airlines Memorial Coliseum following a $69 million deal between the airline and the University of Southern California, the coliseum’s operator. The deal is part of USC’s $270 million renovation project at the site, the Wall Street Journal reported.

The stadium will host opening ceremonies and track and field events for the 2028 Summer Olympics. It hosted two previous Olympic Games, in 1932 and 1984, two Super Bowls and a World Series.

The renovations, scheduled to be completed in 2019, will include additional aisles, handrails, better Wi-Fi, concession expansions and upgraded audio and video systems, according to a USC release. A new Scholarship Club Tower will feature suites and club seats.

USC operates the stadium — home to the USC Trojans football team — under a 98-year lease with the city, county and state. It has already gathered the $270 million needed to upgrade the deteriorating facility, thanks to its latest deal with United.

The deal, brokered by Fox’s Home Team Sports, is said to be the largest naming rights agreement in American college sports. Other naming rights deals include Comcast’s $20 million pact with the University of Maryland, along with California State University at Fresno’s deal with Save Mart Supermarkets and Pepsi Bottling Group, valued at $40 million, according to Forbes. [WSJ] – Natalie Hoberman