Michael Smith and John Ourand of Sports Business Daily report that United Airlines has agreed to purchase naming rights to the stadium.
But other college football deals could be a sign that USC fans need not fear watching football games in the "United Memorial Coliseum" or "United Airlines Memorial Coliseum" for the next 15 years.
The exact naming of the Coliseum, however, is still murky.
USC officials had no immediate comment on the report. It is the richest naming-rights deal among college stadiums, surpassing Alaska Airlines' 10-year, $41 million deal with the University of Washington for Husky Stadium naming rights.
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Fox Sports, through its partnership with USC, has been attempting to sell naming rights to one of the nation's most recognizable venues since '15.
So while the "United Airlines Memorial Coliseum" is still a possibility, it stands to reason USC could have commanded a much larger asking price for that deal. The manner in which United's brand name will be attached to the stadium is unknown, but stadium general manager Joe Furin has previously stated that "Memorial Coliseum" would remain part of a new name. The Rams and Los Angeles Chargers are slated to move to a new stadium in Inglewood, California, but recent rainfall in the area has caused delays in the construction of the new stadium.
United CEO Oscar Munoz is a USC graduate, Sports Business Daily notes.