For the first time in 94 years, the Los Angeles Memorial Coliseum will be known as something else.
USC has a deal in place to sell the naming rights to the stadium to United Airlines for $70 million over 15 years, the most lucrative naming-rights deal in college football, according to a report by Sports Business Daily.
The specific name of the stadium has not been revealed.
USC and United did not immediately respond to a request for comment.
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