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USC flexes brand muscles with L.A. Coliseum naming rights deal

By Derek Helling

Apr 15, 2017; Los Angeles, CA, USA; USC Trojans quarterback Sam Darnold (14) throws a pass during the annual 2017 Spring Game at the Los Angeles Memorial Coliseum . Mandatory Credit: Jayne Kamin-Oncea-USA TODAY Sports
Apr 15, 2017; Los Angeles, CA, USA; USC Trojans quarterback Sam Darnold (14) throws a pass during the annual 2017 Spring Game at the Los Angeles Memorial Coliseum . Mandatory Credit: Jayne Kamin-Oncea-USA TODAY Sports /
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USC is one of the most powerful football programs in college athletics. Undeniable proof of that was provided on Thursday when reports that the school has brokered a record-setting naming rights deal for the Los Angeles Coliseum surfaced.

A 15-year, $70 million plus L.A. Coliseum naming rights deal was reported by Sports Business Journal on Thursday. The value of the contract is a record for college facilities, and makes United Airlines the owner of the naming rights to the stadium through at least 2032.

While the school hasn’t officially announced the deal yet because no contract has been signed, officials have stated that the reported $4.7 average annual value of the contract will help pay for the $270 million of renovations currently being undertaken at the venue.

Few other college football programs in the nation could demand such a price for the naming rights to its stadium. USC is not only one of the most successful programs in college football history, but it’s one of the most popular in the nation in terms of television appearances and merchandise sales. It’s a connection to the school that helped this partnership with United along as well. United’s CEO Oscar Munoz is a USC alumnus.

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While being associated with every USC Trojans home football game certainly has a good amount of value for United, this deal has another feature to it that adds value for the airline company. The NFL’s Los Angeles Rams will continue to play their home games in the L.A. Coliseum through the 2019-20 season, meaning that United has purchased brand awareness for thousands more fans.

When the school makes a formal announcement, fans will know exactly how the United brand will be integrated not only into the facility’s name, but around the venue as well. Naming rights sponsorships, especially ones of such high value, often feature in-game activations and signage throughout the concourse representing the brand of the rights holder.

While the details of exactly how this deal will take shape are yet to be revealed, what’s certain is that USC has leveraged the brand power of its football program to offset costs in a record-setting way. That’s the ultimate accomplishment for any brand.

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