Sports
Why USC sold Coliseum field space to DirecTV: It's 'an adapt-or-die scenario'
When USC fans get their first, long-awaited glimpse inside the L.A. Memorial Coliseum on Saturday night, they’ll be greeted by an unfamiliar sight at the back of both of the century-old stadium’s end zones.
An on-field sponsor ad, painted in black over the field’s white apron, urging them to “STREAM TROJAN FOOTBALL” on DirecTV.
That message might not have landed so well last weekend, after Disney pulled access to DirecTV amid a contract dispute, leaving more than 10 million in Southern California unable to stream USC’s season-opening win over Louisiana State on ESPN. But by Saturday, DirecTV will be front and center for all to see in the Coliseum end zone — assuming, of course, you have Big Ten Network.
USC will be among the first in college football to take advantage of the NCAA’s new rules allowing schools to sell on-field sponsorship ads as new means for revenue. Even fewer have sold on-field ad space to a second sponsor like USC, which will display the logo of crypto investment platform, iTrustCapital, along one sideline boundary of the Coliseum’s end zone.
But as athletic departments across the nation brace for revenue sharing and other costly changes to the landscape of college athletics, most stakeholders agree on-field corporate sponsors are just the beginning of college football’s march toward commercialization.
“There’s a lot of pressure to maximize their commercial revenue in a way that hasn’t really existed before,” said Christy Hedgpeth, president of PlayFly Sports Properties, which holds the multimedia rights to USC athletics and many other top college sports programs. “They’re being forced to consider things they might not have otherwise.”
The question, as schools seek out new sponsors and fresh creative revenue streams, is where that line should be drawn.
At USC, that conversation began long before the NCAA changed its rules in June. In 2018, the university struck a 16-year, $69-million deal with United Airlines that would have renamed the stadium the “United Airlines Coliseum”. But that deal came under intense scrutiny, when Janice Hahn, the president of the Coliseum Commission, spoke out fervently against it, suggesting that it “insults the memories of [World War I veterans] the Coliseum was intended to honor.”
The backlash nearly sunk the deal, which USC desperately needed to fund the stadium’s costly renovations. Ultimately, though, the two sides decided on a new alternative. Instead of naming the stadium, USC struck a 10-year deal with United for the naming rights to the field, which has since been named “United Airlines Field at the Los Angeles Memorial Coliseum”.
“United Airlines Field” has since been displayed prominently on both 25-yard lines, the most valuable on-field real estate that athletic directors can sell. Selling more of that real estate, without overwhelming fans with ads, is a delicate balance that many in the space are still trying to strike.
At USC, with its rich history and deeply entrenched traditions, officials have tried to be especially cognizant of where that line could be. USC football coach Lincoln Riley said Thursday that he’d “battled with” that balance himself.
But even Riley agrees a more commercial approach is inevitable, considering where college football is headed. He called it “an adapt-or-die scenario.”
“We do have so much history and tradition here at USC, and that’s never going to go away,” Riley said. “But we also have to understand that the world around us is changing, and we can’t just sit there and only live on everything that’s happened in the past. It’s on us to find those balances, to honor that, but also not doing anything that would hamper our ability to climb, not just as a football program, but a whole athletic department.”
That approach aligned with DirecTV’s own intentions in the space. Josh Stern, DirecTV’s associate vice president of brand strategy and investments, said the goal was to be “organic” and “non-invasive”, so as to catch fans’ attention, but also not upset them.
There’s no “one-size approach” that fits all schools in determining that balance, Stern says. But he believes that fan tolerance is much higher than it once was.
Still, some schools remain reluctant amid concerns over that tolerance.
“I don’t think schools have carte blanche yet,” Hedgpeth, the president of PlayFly Sports Properties, said. “Old habits die hard, and traditions are really sacred. These college programs, they’re older than most pro teams. You have such fervent loyal, passionate, engaged fans. There’s definitely a segment of fan bases at some schools that have some pause.”
Those holdouts, however, are dwindling, just as athletic departments grow more desperate for new revenue streams. Hedgpeth, who worked with the NBA when it first welcomed corporate logos on jerseys, believes college football isn’t far off from allowing similar jersey patches.
According to valuations released in June from Elevate, a sports business consultancy firm, upper-tier college football programs could command as much as $6 million per year for stitching a corporate logo to their school’s jersey.
That’s no small chunk of change, considering the costs to come in college sports. But at what cost could that come to tradition?
Riley thinks it’s possible to balance both.
“You see it happening in professional sports all over the place, at some of the most storied, successful franchises and organizations,” Riley said. “They’ve been able to have all the history and tradition you want, but also be able to adapt to a new world.”
Sports
F1’s Carlos Sainz embraces final races as a Ferrari driver: “No one can take that away”
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MONZA, Italy — Carlos Sainz didn’t shy away from admitting that the Italian Grand Prix weekend would be an emotional one.
The week leading up to Ferrari’s home grand prix is one of the busiest for Sainz and his team, who face extra pressure to perform. It can be easy to be caught up in the day-to-day grind: marketing, media and sponsor commitments, engineering meetings and greeting fans, to name a few. Hundreds of people wait just beyond the gates of the Ferrari drivers’ hotel, he says, for a shot at getting a photo, an autograph or just to cheer for them.
When entering weekends like this, racing at Monza, Sainz tries to be more present.
“More often than not, I end up probably in a loop where you just think that what you’re living is normal because it feels normal and standard now after four years of being a Ferrari driver,” Sainz said to The Athletic. “It’s very easy to take everything for granted and think that having all that people there is normal, that the racing in Monza is normal, that it becomes a job and it becomes a routine.”
But his perspective on weekends like this can shift into appreciation. After all, Sainz turned 30 recently. He’s spent 10 years on the grid, and the Singapore Grand Prix will mark his 200th career grand prix. He joined the Formula One grid in 2015 and became a Ferrari driver in 2021. He secured his first pole position and win with the Prancing Horse, amassing five pole positions, 21 podium finishes and three victories over the four seasons with the Maranello-based crew. And at season’s end, Sainz will close this chapter and head to Grove, England, to join Williams.
But for now, he’s focused on where his feet are.
“Going to so many races that we are doing nowadays, it’s very easy to fall into feeling that everything feels very routinary,” he continued about the Italian GP weekend. “So I try to extract myself from that feeling and try to really be appreciative, and always try and tell myself what Carlos, when he was 11, 12, 13 years old, would have thought.
“If you would tell him that now I would be living these moments, I’m sure he wouldn’t have believed it, and he would be enjoying it and trying to embrace it as much as possible.”
GO DEEPER
Ferrari’s surprise Italian GP win energizes the tifosi – and provides fresh hope
Weathering a ‘roller coaster’ season
Sainz describes himself as a “short-term thinker,” focusing on the next race or year. Becoming a Ferrari driver is a dream for most competitors — if not all — in the sport, given it is one of the most successful F1 teams.
While competing for Toro Rosso (now known as RB), he formed a good relationship with the Italian mechanics and engineers. He said, “I knew they were putting in a good word about me to the Italian engineers in Ferrari because they normally fly together because the bases are only an hour away from each other. And then I remember thinking, maybe one day I can be a Ferrari driver.”
It happened in 2021, four years after his Toro Rosso chapter. One of his first memories with Ferrari happened at a special track to the team and company — Fiorano Circuit. It is a figure-eight track where Ferrari tests the cars, located near the factory in Maranello. Sainz remembers putting on the red suit and hopping into the red car, his father (a well-known and successful rally car champion) watching on.
“I saw him, a little tear falling down his eye when they told me when I left the pits in Fiorano for my first install lap in red,” Sainz said. “That is a memory that I will never forget.”
Sainz’s most successful seasons happened during this Ferrari chapter, the first top team he has competed for. The 2024 season marked the last of his two-year agreement, and he thrives on stability. Before Christmas last winter, Sainz expressed that his priority was to remain with the Prancing Horse. There seemed to be little reason to doubt Ferrari would extend his and Charles Leclerc’s contracts, keeping together one of the sport’s most consistently competitive driver duos.
But then came February 1, 2024.
News broke that Lewis Hamilton would join the Italian team in 2025, replacing Sainz and throwing the Spaniard’s future into question. He became the hottest name on the driver market, but the silly season wore on through much of 2024. To this day, Sainz still describes this year as a “roller coaster,” touching on the high of winning in Australia (16 days after surgery for appendicitis) and figuring out his future in the sport.
GO DEEPER
Ferrari’s prestige lured Lewis Hamilton – and cost Carlos Sainz his seat
“What I’ve been through this year is not ideal to perform at your highest level as an athlete,” Sainz said at Monza. “I think every driver that wants to perform at its highest level wants to have their future sorted and not have to worry about that, while having to perform in a Formula One season, in a team that already has a lot of pressure and a lot of attention and high tension environment like (at) Ferrari.”
But Sainz keeps showing up each weekend, knowing Hamilton will replace him at season’s end. Looking back over the campaign, he said he’s proud of how he handled the first half of the season “given everything that I had to go through and how relatively well the season went.
“But I do believe there’s lap time in the athlete when everything is a bit calmer.”
Sainz says it requires one’s full attention and effort to be competitive in this sport. He pours all of his training, time and thinking into racing and feels that has helped him win races and perform at the level he has in recent years.
“That’s why I say that is so critical, also, to make sure that you have everything under control.”
‘No hard feelings’ as Williams era beckons
Williams’ pursuit of Sainz began at the end of 2023 at the Abu Dhabi GP, team boss James Vowles confirmed in late July after announcing that the Spaniard would join the Grove-based team. Vowles’s message to Sainz remained the same.
“From the beginning, I gave him warts and all: ‘Here’s what’s going to happen, we are going to go backwards, here’s why, here’s what we’re investing in, here’s what’s coming, here’s why I’m excited by this project – and it’s your choice, very much, if you want to be a part of it,” Vowles said. “‘But I know that we will have success in the future and I know it’s going to cost us in the short term.’ And I’m confident that that honesty and transparency has paid off.”
Sainz has learned over his F1 career to trust his gut feeling about people. It dates back to his McLaren days, where he secured two podium finishes in the same number of seasons. He said, “I remember I’ve never enjoyed so much competing as I did my years in McLaren with Lando (Norris), with Andrea Stella, and we did (have) a very strong team. And I remember leaving that team thinking I want to go to Ferrari and perform there, but I think this team is going to be successful in the future.”
Three years later, Sainz was right. McLaren is challenging Red Bull for the constructors’ championship, the gap sitting at just eight points. The people component and belief in future success carried weight when deciding to join the rebuilding Williams team. Something that motivates him is how he’ll be able to help the project progress.
“I want to feel listened (to). I want to feel like I can help,” Sainz said in Zandvoort. “And this, in a historical team like Williams, when they have a clear vision and super committed to bringing the team back to the front with very clear investment partners, it’s something that was important for me.”
Sainz may be heading to an English team next season, but he’s not fully closing the door on Ferrari. And it’s not a surprise. He said their relationship didn’t break – the separation is “circumstantial.”
“The fact that I’m leaving at the end of the year, I think there is nothing really that is wrong with me and Ferrari,” he continued. “A seven-time world champion happened to want to come to Ferrari in the last years of his career, and I had to move aside and to obviously leave my space to Lewis. I have no hard feelings regarding that.
“I have probably still five to 10 years of career in front of me. So why would I close the door to a potential comeback?”
‘Always a Ferrari driver’
As Sainz climbed the pit wall and peeked through the wire fencing, the crowds dressed in rosso corsa cheered. Leclerc won the Italian Grand Prix that weekend, but it was possible in part thanks to Sainz.
Sainz critically helped Leclerc and Ferrari win on home turf by holding up Piastri. The Australian pitted on lap 38 out of 53, gaining quickly as the race wore on. But for him to catch Leclerc, Piastri needed to pass several backmarkers and Sainz. After the race, he said he knew the McLaren driver was gaining on him and what was at stake.
“I did my best to slow him down one lap. Then obviously, he was a second and a half quicker at that stage, so around Monza, it’s not like you can do much more than one lap.”
It ended up being enough. Sainz didn’t finish on the podium, but Piastri ended his day in second, 2.664 seconds off of Leclerc.
“It’s been an incredible weekend for me. I’ve enjoyed it a lot. It’s a shame not to be on the podium today. At the same time, I feel like today was a bit of a coin toss whether to stay out or not, get it right,” Sainz said. “Charles has nailed it together with the team. With me, if we wanted to be in that fight, we probably would have needed to stay in the train with the cars ahead after the first pit stop. We just lost the chance of a podium there.
“Honestly, very happy to see the team winning here this weekend. I wish I was there up there with the podium with Charles, but I think he deserves the win more than anyone today, so congrats.”
The Spaniard may be leaving the team at season’s end, but at least part of the Ferrari faithful likely will continue following his career. Sebastian Vettel once said, “Everybody’s a Ferrari fan. Even if they say they’re not, they are a Ferrari fan.” The same could be said for past Ferrari drivers. They may not wear the rosso corsa race suit but will always be part of Ferrari.
“There are many examples in the grid or in the past where every time there’s been a Ferrari driver that obviously has had also success, but also a good relationship with the tifosi, has then been remembered and has been treated really well from the tifosi all around the world, wherever they go,” Sainz said.
“I do believe that’s my case also. That’s why I’ve always said that once you’re a Ferrari driver, you’re always a Ferrari driver. No one can take that away from you. I’ve had the pleasure of doing it for the last four years, and yeah, I’m gonna enjoy it as much as I can.”
GO DEEPER
Signing Hamilton is just the start of Ferrari’s push to return to F1 glory
Top photo: Sipa USA
Sports
Super Bowl champion Brett Favre reflects on drive to compete, role concussions played during his career
Brett Favre stepped away from the NFL following the 2010 season.
The Pro Football Hall of Famer was drafted by the Atlanta Falcons in 1991 and went on to play for the Green Bay Packers, New York Jets and Minnesota Vikings.
He finished his 20-year career with 508 passing touchdowns and more than 71,000 passing yards. Favre won one Super Bowl and earned three league MVP trophies during his storied career.
In the years since his retirement, Favre has gone on record about the number of concussions he believes he suffered during his two decades competing in the NFL. The retired quarterback revisited the head injuries during a recent appearance on OutKick’s “The Ricky Cobb Show.”
“I can’t change anything that’s happened, so there’s no use in crying over spilled milk. All I can say is, it was a wonderful career. Did I know then what we now know in regards to concussions? No, I didn’t know . . . no one knew concussions were as bad they were then,” Favre said.
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Favre added that exiting a game due to a concussion was uncommon during his playing days.
“You would never come out of a game with a concussion, unless it was a major concussion where you blacked out for a period of time. That would probably be the only situation where you would come out of a game.”
Favre then admitted that he suffered a head injury on the final play of his NFL career.
“My last play actually was a major concussion, but I had multiple injuries . . . separated shoulders, sprained ankles, broken thumb on my throwing hand, the list goes on and on. But, what drove me… again I loved to play. I wanted to be one of those players that the organization did not have to worry about that position for a long time. And I was proud of the fact that they didn’t have to worry about that position for 16 years in Green Bay.”
During an appearance on “The Bubba Army” radio show in 2022, Favre discussed how concussions were less policed when he was at the peak of his career.
“Concussions happen all the time. You get tackled, and your head hits the turf, you see flashes of light or ringing in your ears, but you’re able to play — that’s a concussion,” he explained.
“So, based on that, [I’ve suffered] thousands. Had to be, because every time my head hit the turf, there was ringing or stars going, flash bulbs . . . but I was still able to play.”
One of Favre’s more notable concussions appeared to occur in 2004 when he was playing for the Packers. In a game against the New York Giants, he threw a touchdown pass to Javon Walker. However, it was later reported that Favre had no memory of throwing the pass — which was likely a symptom of a concussion.
Favre also opened up about how passionate he was about taking the field as often as he could during his NFL playing days.
“No one wanted to play as much as I did. I loved to play the game, and think people, whether you were a fan or not, would agree . . . ‘That guy looks like he’s having fun,’” he told “The Ricky Cobb Show.”
“It was never orchestrated. It was never premeditated. I just went out there and played, and whatever happened, happened. I loved to play, and I think that in itself, more than anything, is what drove me all those years. I wanted to play, and I wanted to play at a high level.”
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Sports
Letters to Sports: USC's defense makes a stand at last
Sam Farmer is an experienced football writer, so I’m not sure if he’s being provocative, delusional or just a homer, but including the Rams as one of seven teams — along with Kansas City, Philadelphia , Detroit, etc.— that could win the Super Bowl is absurd. Aaron Donald retired, Matthew Stafford a year older and nursing a hamstring, best linebacker traded, two receivers already banged up. Or maybe he’s just filling in for Bill Plaschke this week.
John Merryman
Redondo Beach
::
Sam Farmer picking the Rams as having the seventh-best chance of winning the Super Bowl, over several superior teams like the Green Bay Packers, is such a “homer” pick, even Homer Simpson would be embarrassed.
Mario Valvo
Ventura
The Los Angeles Times welcomes expressions of all views. Letters should be brief and become the property of The Times. They may be edited and republished in any format. Each must include a valid mailing address and telephone number. Pseudonyms will not be used.
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