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Social media reaction to USC’s announcement of the “United Airlines Memorial Coliseum” name change was less-than-enthusiastic on Monday.
If USC thought Trojan fans would be totally on board with a name change from the Los Angeles Memorial Coliseum to the United Airlines Memorial Coliseum, they were mistaken.
As soon as the new name was unveiled, USC Twitter exploded with complaints over the change, along with more than a few jokes.
The announcement came during USC’s groundbreaking ceremony for renovations on the Coliseum, which technically began at the start of the year. With the south end of the stands, including the pressbox, already demolished, USC President Max Nikias made “United Airlines Memorial Coliseum” official.
Chief among the complaints was a simple rejection of the name change on principle. It didn’t matter that it was United Airlines. Changing the name to anything corporate was bound to draw ire from fans.
— TravelerHatesThurs (@THT_USC) January 29, 2018
— Joseph Candelario (@Josephpaulcan) January 29, 2018
— Juni (@sc_juni) January 29, 2018
I’ve looked at this for 5-7 minutes and it still doesn’t feel right. How do you rename the Coliseum? https://t.co/eqhQq6O5vS
— Evan Barnes〽️ (@evan_b) January 29, 2018
I feel like they should have run "United Airlines Memorial Coliseum" by some people.
— eastsidekate (@eastsidekate) January 29, 2018
USC Athletic Director Lynn Swann acknowledges there will be some “angst” with naming rights and renovations among traditionalists, but says USC must keep up with the times.
— Lindsey Thiry (@LindseyThiry) January 29, 2018
USC’s marching band began playing right after Nikias announced the naming-rights deal. One booster in the back: “I’m not clapping for that.”
— Joey Kaufman (@joeyrkaufman) January 29, 2018
Renaming the Coliseum is a horrible idea. Not a good day for Trojans fans. pic.twitter.com/QuJgyPgmXW
— Josh Beckham (@altalomakid) January 29, 2018
Of course, the specific naming partner did bring more than a few quips on Twitter as well, with jokes about leg room and being kicked off a plane making the rounds.
With the Coliseum's lack of leg space, this is a great fit. https://t.co/ho7WeYY8Cr
— Matt Mosley (@mattmosley) January 29, 2018
United Airlines died? RIP https://t.co/haU8Yqg3W5
— M.G. (@MarcasG) January 29, 2018
United can't find the dough to keep its Polaris upgrades and clubs on schedule, but $69 million for USC naming rights and the Coliseum? No problem... https://t.co/rGR4IN4Xcl
— Joe Brancatelli (@joesentme) January 29, 2018
The Worst Major Airline Memorial Coliseum.
— Chuck Martin (@MrChuckMartin) January 29, 2018
Does this mean I get extra United Miles for every event I attend/cover in the Coliseum? https://t.co/oes0BuyGkU
— Shotgun Spratling (@ShotgunSpr) January 29, 2018
That’s not to say there weren’t a few who had no issues with the change.
If Wrigley Field was renamed Pepsi Park, I'd lose my damn mind.
— Michael Castillo (@MichaelCastFS) January 29, 2018
But the Coliseum already had a long name no one used. This isn't a big deal. Take the $70M any day of the week.
Thank you to United Airlines for making the LA Memorial Coliseum’s long overdue renovation possible!
— Tony Hogrebe (@hogrebe_tony) January 29, 2018
So "United Airlines Memorial Coliseum" is where you all finally lose it over the commercialism of sport? Really? Faux outrage everywhere! #USC #Coliseum #business
— Dave Denholm (@TalkSoccer) January 29, 2018
As the stages of grief progressed through the fanbase, things did settle down into one thought: It’ll always be The Coliseum, either way.
I used to call this place "The Coliseum." Now I will...
— James Santelli, from the union (@JamesSantelli) January 29, 2018
still call it "The Coliseum." https://t.co/ayQg8fapuO
Hey, you have to call the LA Coliseum by its new name, the United Airlines Memorial Coliseum. pic.twitter.com/HGa7uNMKIl
— Kevin McGuire (@KevinOnCFB) January 29, 2018
No. It will ALWAYS be ‘The Coliseum’. https://t.co/YvZg63zl22
— VF (@TheVFCastro) January 29, 2018
Congrats to United Airlines for spending $70 million on a name that will be ignored by anyone not contractually obligated to use it. It's the Coliseum, since 1923. https://t.co/aZixQfw2Ej
— Bill Shaikin (@BillShaikin) January 29, 2018
Always gonna be The LA Memorial Coliseum. United just paid big bucks for some in stadium signage. https://t.co/aUBOjuES2U
— Gunnar Helman (@ghelman17) January 29, 2018
I'm going to call it the "United Airlines Memorial Coliseum of Los Angeles" just for the hell of it. https://t.co/vyHj7rlm8R
— Melissa (@sagastaki) January 29, 2018
The Los Angeles Coliseum, is what I'm calling it. No, matter, what. #ilovela
— East L.A. News (@EASTLA_NEWS) January 29, 2018
The Coliseum will never be the United Airlines Memorial Coliseum. Chano’s will NEVER be El Huero. End of discussion. https://t.co/ti2mEkFaxQ
— Natalie Jarvey (@natjarv) January 29, 2018
Renovations on the Coliseum will continue through 2019, when the naming rights will officially go into effect. The deal is valued at $69 million over 15 years, making it one of the most lucrative in college football at $4.6 million per year.