The $69-million Coliseum naming-rights deal between USC and United is in limbo

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The $69-million Coliseum naming-rights deal between USC and United is in limbo
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Last year, USC and United announced a $69-million naming-rights agreement, under which the Los Angeles Memorial Coliseum would be renamed United Airlines Memorial Coliseum. After receiving pushback from veterans groups, the plan has started to unravel.

For Kyle Orlemann — whose husband, father, grandfather and great-uncles served in the military — the proposed name change feels like a personal insult to those who fought in World War I, which lasted from 1914 to 1918.

Orlemann, 65, of Hawthorne, learned about the proposal from her husband Tuesday and immediately thought of her great-uncle, Stan, and the letters he wrote home during the war, which she inherited when her mother died. Orlemann attended a Coliseum Commission meeting Thursday, at which several veterans shared their views on the issue. Like many others in attendance, she said she would support a compromise in which the field itself was renamed, but the stadium retained its historic name.

But United Airlines California President Janet Lamkin sent a letter to USC on Friday saying the airline’s stance on the name had not changed. From the airline’s perspective, she wrote, changing the stadium’s name to what the parties initially agreed on “is the key provision of our sponsorship agreement.” United was careful, Lamkin wrote, to keep “Memorial Coliseum” in the name as a way to honor the memory of veterans.

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