LA Coliseum sells naming rights to United Airlines

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"It's needed, it's needed badly, and we are doing it now", USC president C.L. Max Nikias told The Wall Street Journal.

Reports circulated a year ago that United Airlines had reached a $70 million naming-rights deal for the stadium, although university officials said at the time that no deal had been finalized.

PhotoLos Angeles Memorial Coliseum United Airlines has secured the naming rights to the Los Angeles Memorial Coliseum in support of the famed USC stadium's $270 million renovation. The name will officially change in August 2019.

"United has been a part of the Los Angeles community for more than 80 years". The United naming rights deal will allow amenities like additional aisles, handrails, wider seats, legroom, cup holders and concessions, updated electrical and plumbing systems, improved wireless Internet capabilities and improved audio and video systems. Other naming rights deals include Comcast's $20 million pact with the University of Maryland, along with California State University at Fresno's deal with Save Mart Supermarkets and Pepsi Bottling Group, valued at $40 million, according to Forbes. "Sponsoring the Memorial Coliseum, an athletic and architectural icon, as well as USC, an intellectual and cultural beacon, reaffirms our broader commitment to serving the people, communities and business of this region", said Janet Lamkin, President, California for United Airlines. It has been the Trojans' home field since it opened in 1923.

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Restoring the iconic peristyle to more closely resemble the stadium's original design.

The agreement will help fund a $270 million upgrade of the 95-year-old venue that is scheduled to host the Olympic Games for the third time in history in 2028.

Building a new structure on the south side of the stadium - the Scholarship Club Tower - that will house suites, loge boxes and club seats, topped by a new press box.

Since opening nearly 95 years ago, the Coliseum has welcomed over 118 million visitors at more than 4,500 events.

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