Markets

Clay Helton: Report: United buys Coliseum naming rights

Clay Helton: Report: United buys Coliseum naming rights

United has agreed to purchase the naming rights for the Coliseum in a 15-year deal worth at least $70 million, the Sports Business Daily reports. There probably won't be any change to ticket policies at the Coliseum as a result of the naming rights deal, but ticket buyers should probably have a look at the fine print to make sure there won't be any restrictions on actually using them.

"As part of its agreement to operate the Los Angeles Memorial Coliseum and to support the renovation, restoration and operation of the Coliseum, USC has been pursuing a naming rights agreement with various entities", the school said. USC is not only one of the most successful programs in college football history, but it's one of the most popular in the nation in terms of television appearances and merchandise sales.

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.




The stadium is now in use by the Los Angeles Rams and the USC Trojans. The stadium also houses the Los Angeles Rams.

FOX Sports, in partnership with USC, has been attempting to sell the naming rights since 2015. Los Angeles International Airport serves as one of United's US hubs and its CEO, Oscar Munoz, is a graduate of USC. The Memorial Coliseum name had to be worked into whatever the place is called. The state of California will get five percent of the naming rights revenue.


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