The Los Angeles Memorial Coliseum has undergone a change in identity.
USC president Max Nikias announced Monday that the famous building will now be known as the United Airlines Memorial Coliseum following a new naming rights agreement, according to Joey Kaufman of The Orange County Register.
The $69-million deal - the largest naming rights agreement in college sports history - is a significant part of the $270-million plan to upgrade the stadium ahead of the 2028 Olympics.
"Upgrading and renovating the L.A. Memorial Coliseum has been long overdue. It's needed, it’s needed badly, and we are doing it now," Nikias said in an interview. "And it will be something, after the renovations are completed ... that all Angelinos should be very proud of."
The Coliseum hosts both the USC and the NFL's Rams franchise, which is set to relocate to a new $2-billion stadium in Inglewood by the 2020 season.
