United Airlines has reportedly agreed to a 15-year deal to have its name tied to the historic Los Angeles Memorial Coliseum, home of USC football and, for a short time, the Los Angeles Rams of the NFL

The Sports Business Journal, citing sources with knowledge of the deal, is reporting that it will be a 15-year deal worth $70 million, making it the richest naming-rights deal for a college football stadium

The Coliseum is among the most recognized college football stadiums in the country, arguably the most notable to make the jump into selling its naming rights to a corporation. Kentucky recently announced a naming rights agreement with Kroger as part of a
all-encompassing partnership with the grocery store and pharmacy

One factor incentivizing the sale was the ongoing renovations to the Coliseum, set to cost around $270 million in total with the intention of making updates that will allow the stadium, which first opened in 1921, to continue to serve as one of the most popular homes to outdoor athletics in Los Angeles. 

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