Los Angeles' iconic Memorial Coliseum is getting a name change.
Sports Business Daily's Michael Smith and John Ourand reports United Airlines has won the naming rights to a stadium that currently houses the L.A. Rams (until 2019) and USC. It has also been a major component of the city's two Summer Olympics in 1932 and 1984.
As Los Angeles continues to vie for the 2024 Games, it could very well play host to tourists and athletes around the world once again-but this time with "United" splashed across its transom.
Smith and Ourand report United has made a $70 million commitment over 15 years to have its brand tied to the renowned stadium.
The report is careful to note that while no contract is actually in place, an agreement has been made. United, in some form, will be emblazoned around the area when the Trojans or Rams take the field this fall.
There are some intriguing figures coming out of the report, namely that United usurps Alaska Airlines for the most expensive naming deal in college football. That airline previously spent $41 million over 10 years to secure its name with the University of Washington's Husky Stadium. In that case, the location has the moniker Alaska Airlines Field at Husky Stadium.
There is no word on how United plans on utilizing the opportunity. Reportedly, the phrase 'Memorial Coliseum' will live on regardless of United's inclusion.
For Angelenos' vernacular, it's far more likely that the phrase 'The Coliseum' will continue as the go-to for any reference to future visits. The prize in this case, really, is having the brand splashed on the façade, in the stadium and on the television during Saturdays and Sunday.
The deal is thanks to a partnership USC shares with Fox Sports. As the report explains, it comes at a useful moment in the stadium's storied history: "The revenue from a naming-rights deal is expected to help offset costs of the $270M renovation of the Coliseum, school officials have said."
This is also a rare win for not only United but its CEO Oscar Munoz. SBD reminds Munoz graduated from USC business school.
Not only has United been dragged through the mud thanks to one unfortunate incident after another, but Munoz was also taken to task for offering a tone-deaf response to its most infamous event involving Dr. David Dao. Reports also stated in April that the CEO would not be awarded an expected promotion as the company's Chairman of the Board of Directors.
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With the $4.7-million deal, United gets both tremendous exposure in a city where it operates a hub and a win during a remarkably tumultuous time in its history.
The Rams will open their new home at the start of next decade, but USC certainly gets money for that new coat of renovations it's working on.
It certainly looks like all parties win in this one.
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