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