LOS ANGELES (CelebrityAccess) — The University of Southern California has reportedly reached an agreement with United Airlines that will see the iconic Los Angeles Memorial Coliseum affixed with a new moniker.
According to Sports Business Journal, USC sealed a 15-year agreement worth more than $70 million deal with the airline, though neither United or USC was willing to confirm the agreement.
“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 arrangement with various entities,” a statement from the school to the Orange County Register said. “At this time, no naming rights deal has been finalized.”
“United is always evaluating potential marketing opportunities,” Jonathan Guerin, a spokesman for United, said in a statement to the newspaper.
USC hired Fox Sports in 2015 to find a naming rights sponsor or the historic, 93,000-seat stadium, which is expected to undergo renovations starting in 2018.
According to the OC Register, planned upgrades at the stadium include reducing capacity to 77,500, new widened seats and expanded luxury boxes. The upgrades are slated to be completed in 2019.
The deal is the largest in college sports history, eclipsing the previous record holder the University of Washington’s 10-year, $41 million contract with Alaska Airlines in 2015. – Staff Writers
