United Airlines and the University of Southern California have announced a naming rights agreement to help sustain and renovate the Los Angeles Memorial Coliseum, one of the sports world’s most beloved historical landmarks and home of the USC Trojans. Under the 16-year agreement, the venue will officially become the United Airlines Memorial Coliseum beginning in August 2019.
The agreement will support a $270 million project to restore and preserve the Coliseum and upgrade its facilities for fans, athletes and the community, generating thousands of jobs. The renovation will honor the stadium’s rich architectural history and preserve its status as a registered historic landmark, while adding modern amenities that will improve the visitor experience.
USC operates the Coliseum under a 98-year-lease agreement with the city, county and state. That lease included provisions to secure naming rights that would help underwrite the restoration.
The Coliseum will be rechristened in 2019 just after the $270 million renovation is completed. While honoring the Coliseum’s architectural integrity, renovations and repairs will enhance the venerable stadium in time for its centennial.
As part of the renovation, the iconic peristyle will be restored, honoring its original design. Improvements made possible in part by the United naming rights agreement include additional aisles, handrails, wider seats, more legroom, cup holders, updated Wi-Fi, concession expansion and improvements, along with updated electrical, mechanical and plumbing systems. Audio and video systems also are being upgraded.
The only venue in the world to have hosted two Olympiads, two Super Bowls and a World Series, the iconic Coliseum will be home to both opening and closing ceremonies, as well as athletic events (track and field) for the 2028 Olympics. It has served as the USC Trojans’ home field since it opened in 1923.
All upgrades will improve the visitor experience at the Coliseum, which is currently home to the Los Angeles Rams (through 2019), and a well-known venue for major concerts, international soccer matches and community events. Trojans and Rams home football games will continue during construction.
A new Scholarship Club Tower will feature suites, loge boxes, club seats and a lounge. These amenities will provide donors with the opportunity to further underwrite the Coliseum restoration, as well as support the Trojan Athletic Fund, which will raise the balance of the funds needed to complete the restoration and upgrade. United Airlines also will become the official airline of USC Athletics as part of the agreement.
Since opening almost 95 years ago, the Coliseum has welcomed over 118 million visitors at more than 4,500 events. Originally commissioned as a memorial to honor Los Angeles World War I veterans, it was later rededicated in 1968, the 50th anniversary of the Armistice, to include all who served in the U.S. Armed Forces during World War I. The Coliseum was declared a state and national historic landmark in 1984.
With the world’s most comprehensive route network, United Airlines and United Express carried more than 148 million passengers across five continents in 2017. United operates two hubs in California, Los Angeles International Airport and San Francisco International Airport. The airline has served the Los Angeles market for more than 80 years and has recently invested nearly $600 million to elevate the customer experience in its terminals at LAX. United proudly supports organizations and programs in these local communities where its customers and colleagues live and work to help make a difference and inspire future leaders.
Photo: United Airlines.