Historic LA Coliseum sells naming rights

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The Los Angeles Memorial Coliseum has officially been renamed the United Airlines Memorial Coliseum, with the US$69m deal contributing to the recent upgrade to the historic venue.

The 95-year-old stadium has begun a US$270m upgrade project that will not only see a reduction from its 93,607-seat capacity to 77,500 but a new name above the door as of August 2019.

The LA Coliseum is the home venue for the University of Southern California (USC) Trojans football team, as well as the temporary residence of the NFL’s Los Angeles Rams, which relocated its franchise from St Louis to the city in 2015 and awaits a new Inglewood stadium, which is set to open in 2020.

This will mark the first time in a storied history that the venue – which has hosted two Olympics, two Super Bowls and a World Series – has changed its name. While some have criticized the county of Los Angeles for breaking with the stadium’s tradition, USC president Max Nikias said the sponsorship “will help us preserve this legendary landmark”.

“If we’re not changing and moving forward then we’re stagnant and other schools will pass us up and we won’t be relevant in terms of our facilities. There’s a need for change at every step of the way,” said Lynn Swann, USC athletic director.

The modifications to upgrade the aging site, which will include luxury suites, new lighting and concessions, will also help the city of Los Angeles stage another Summer Olympics in 2028.

January 31, 2018

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James has been Editor of Stadia since 2018 having worked at magazines and websites around the world for the past 10 years covering everything from technology to motoring and more. He also edits Electric & Hybrid Vehicle Technology International.

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