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Home » United Airlines » United Airlines Pays $70MN for Naming Rights to Los Angeles Memorial Coliseum
United Airlines

United Airlines Pays $70MN for Naming Rights to Los Angeles Memorial Coliseum

Matthew Klint Posted onMay 19, 2017November 14, 2023 5 Comments

a large stone building with a sign on it with Los Angeles Memorial Coliseum in the background

More an LA-local story, but it piqued my interest nonetheless. United Airlines has purchased naming rights from USC for the Los Angeles Memorial Coliseum.

The Memorial Coliseum is 94-year old LA landmark and home to USC football games. It was constructed as a memorial to WWI veterans and has housed football and baseball teams over the years. It was also used in the 1932 and 1984 summer Olympic Games.

United will pay a whopping $70 million over 15 years for naming rights!

This figure struck me as excessive. Although LA has emerged as the top contender for the 2024 summer Olympic Games, Olympic Committee rules do not allow sponsored stadium names so United won’t even necessarily receive Olympic publicity.

But then it hit me…CEO Oscar Munoz is a USC alumni.

And if your corporation is going to engage in philanthropy, why not help your alma mater?

I’m no longer a United Airlines stockholder so this is not my business per se, but as an LA resident and very loyal United flyer I sure would have preferred to see an increase in international service at LAX instead of a vanity purchase.

Then again, this lucrative investment shows a commitment to Los Angeles. Hopefully United will not cut service to LAX even as it beefs up its name-recognition.

Top image: Stephanie Kemna / Wikimedia Commons

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About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

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5 Comments

  1. Jack Reply
    May 19, 2017 at 3:04 pm

    Just like how UA dumps all that money into Polaris marketing yet few aircraft have the hard product and the flight attendants are consistently inconsistent with service.

  2. IAHTRVLR Reply
    May 19, 2017 at 3:40 pm

    I hope no one sits in the wrong seat at the coliseum. They will be dragged out.

  3. Andy K Reply
    May 19, 2017 at 4:12 pm

    I am not happy about this only because the Los Angeles Colosseum should not have sold naming rights. To me (USC Grad), it is an iconic stadium that should live on under its historical name, much like the Rose Bowl, Yankee Stadium, Camden Yards, etc.

  4. Donald Reply
    May 19, 2017 at 4:59 pm

    As an LA resident I heard this last night on the radio news when it was leaked. I don’t like it at all. I think it’s a crass way to get money. USC is hardly a struggling enterprise, and that is an iconic building and name. A positive note is that the deal supposedly has the stipulation that Memorial Stadium has to be included in the final moniker. It still ruins it.
    How about taking 70 million to get the Polaris seat manufacturer to hurry the Hell up? Or redesign their stupid plastic inserted champagne glass that encourages spilling? Otherwise I don’t know what this does to improve publuc perception. Theyll just be a lot of jokes.

  5. Simon Reply
    March 30, 2019 at 9:34 pm

    https://www.apnews.com/4d180e57b7b249d68d961d03b3a5ea75

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