United Airlines has agreed to pay USC more than $70 million over 15 years for the naming rights to the Coliseum, according to SportsBusinessDaily. Exactly how this works has not been announced. It’s going to be pretty hard — not to mention tacky — if USC starts calling it the United Airlines Coliseum. And I doubt fans will ever go for it.
The funny part is just two weeks ago, when the media was given a preview of the renovated Coliseum seat plan, I asked about stadium naming rights and was told that USC was focused on naming the field. Stay tuned.
Oh, and great timing for partnering with United. If a game gets oversold, will you get dragged down the aisle?