USC president Max Nikias announced the change — the result of a 16-year, $69-million naming-rights deal — on Monday at a ground-breaking ceremony related to the $270-million upgrade the 95-year-old venue is receiving.
"Part of USC's stewardship in opening the Coliseum included founding sponsors whose support will help us preserve this legendary landmark," Nikias said.
Lynn Swann, USC's athletic director, said the university's partnership with United Airlines was critical to funding renovations. "Without their help and support I don't think we'd be at this particular stage," he said.
The Coliseum is owned by the state and the city and county of Los Angeles, but is managed and operated by USC, which plays its home football games there.