United Airlines, USC agree to modify LA Coliseum naming deal

United and the University of Southern California have reached a new naming rights agreement for Los Angeles Memorial Coliseum to resolve criticism that placing a corporate name on the stadium would disrespect its history as a monument to troops who fought and died in World War I, the parties announced Friday. The new 10-year deal names the field rather than the whole stadium, satisfying a key elected official who joined with veterans in opposing the original plan to rename the nearly century-old landmark United Airlines Memorial Coliseum. Starting in August, the playing field will be referred to as United Airlines Field at Los Angeles Memorial Coliseum, a name that was suggested as an alternative when the controversy boiled up last March, shortly after the centennial of the war's end. Los Angeles County Supervisor Janice Hahn, the current president of the Los Angeles Memorial Coliseum Commission, said that the agreement ensures United remains a sponsor of a $315m renovation and the stadium's legacy. "I am pleased that USC and United have come together in a way that will honor the memories of veterans who served in World War I and our broader community of veterans," Hahn said.<br/>