On Thursday, it was reported (by Sports Business Daily) that United Airlines would pay the USC Trojans over $70 million for 15 years of naming rights on the Los Angeles Memorial Coliseum. The average payout per year of $4.7 million would be the most lucrative naming rights deal in NCAA history, surpassing the one the Washington Huskies signed with Alaska Airlines for $4.1 million per year.
USC’s deal is big for numerous reasons: A) The Trojans are among the biggest brands in college sports, B) They play in the center of the second-largest media market in the country and C) The NFL’s Los Angeles Rams will also call the Coliseum home through 2019 -- adding extra bang for United’s buck.