L.A. Coliseum Name For Sale

The Los Angeles Memorial Coliseum, home to the University of Southern California’s Trojans football team and site of two Summer Olympic Games, has 85 years of tradition behind it.

But would a venue by another other name be as sweet? The L.A. Coliseum Commission apparently hopes so, because it’s putting the historic stadium’s name on the sales block in an effort to finance more than $100 million in renovations.

Commissioners are hoping to raise $6 million to $8 million per year. The expectations are certainly high: iconic venues rarely seek naming rights deals, making them lucrative.

However, college football stadium deals are becoming more common as the NCAA loosens its policy toward corporate signage. None has fetched more than $2 million per year, according to the Wall Street Journal.