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
Pro wrestling star learns what ‘land of opportunity’ means in US as he details journey from Italy to America
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Cristiano Argento has been tearing up opponents in the ring for the National Wrestling Alliance (NWA) as he worked his way up the ladder to get a few shots at some gold.
But the path to get to one of the most prestigious pro wrestling companies in the U.S. was long and a path that not many wrestlers have taken.
Argento was born and raised in Osimo, Italy – a town of about 35,000 people located on the east side of the country closer to the Adriatic Sea. He told Fox News Digital he started training in a ring at a boxing gym before he got started on the independent scene in Italy. He wrestled in Germany, Sweden, France and Denmark before he came to the realization that, to become a professional wrestler, he needed to make his way to the United States.
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Cristiano Argento performs in the National Wrestling Alliance (Instagram)
He first worked his way to Canada to get trained by pro wrestling legend Lance Storm. He moved to Canada, leaving most of his friends and family behind and without a firm grasp on the English language.
“At the time, my English was horrible. I didn’t speak any English at all,” he said. “But I was with my friend, Stefano, he came with me and he translated everything for me. I probably missed 50% of the knowledge that Lance Storm was giving to us because I was unable to understand. I was only given a recap and everything I was able to see. I’m sure if I was doing it now with a proper knowledge of English, it would have been a different scenario.
“Eventually, I moved back to Italy after the training and I said, OK, now, I want to go to the U.S. So, I studied English more properly, and eventually I got my first work visa that was in Texas. I was in Houston for a short period of time. I trained with Booker T at Reality of Wrestling. I got on his show, which was my debut in the U.S. That was awesome. I eventually got a new work visa in Pittsburgh, Pennsylvania, where I currently live since 2017. Since then, my wrestling career, thankfully, kept growing, growing, growing and growing until now wrestling for the NWA. One of the bigger promotions in the U.S.”
Argento said that his family thought he was “nuts” for chasing his pro wrestling dream.
He said they were more concerned about his well-being given that he was half-way around the world without anyone he knew by his side in case something went sideways.
“My family, friends, everybody was like why do you want to move to the opposite side of the world not knowing the language, not knowing anybody, by yourself, to try to become a professional wrestler? And I was like, well, we have one life, I love, and that’s what I’m gonna do,” he told Fox News Digital. “Eventually, my family was really supportive. But when I first said, ‘Hey, mom and dad, I want to do that.’ They looked at me like, ‘Are you nuts? Are you drunk or something? What are you talking about?’ And I said, no that’s what I want to do. And they knew I loved this sport because in Italy I was traveling around Europe, spending time in Canada training, so they started to understand slowly that’s what I want to do with my life. They were proud of me.
Cristiano Argento works out in the gym. (Instagram)
“They’re still proud of me. I think more like the fact that you’re gonna try that, that it’s hard than more like you’re gonna leave us. The fact like, oh, my son is gonna go on the opposite side of the world for a six-hour time difference and we’re gonna see him maybe, when, like, I don’t know. Not often. I think it was more that. And for me too, it was really hard. It was heartbreaking not being able to see my family every day or every month. Like once a year if I’m lucky. I think that was the biggest part for them because of concern or that I was here by myself and if I have any issue or any problem, I didn’t have nobody. So they were scared. Like, you get sick, if you have a problem, anything, and they’re not being able to be here next to me. But they were really supportive since day one.”
Argento is living out his dream in the U.S. He suggested that the moniker of the U.S. being the “land of opportunity” wasn’t far from what is preached in movies and literature – it was the real thing.
“I was inspired by people who came to the U.S. and made it big,” Argento told Fox News Digital. “The U.S. was always like the land of opportunity. That’s how they sell it to us and this is what it is. I feel like, in myself, that was true because anything I tried to do so far I was able to reach a lot more than if I wasn’t here. I’m not yet where I’d like to be but I see like there’s so many opportunities in this country. Not just in wrestling but like in any business to reach the goal. I’m really happy of the choices I did here.
National Wrestling Alliance star Cristiano Argento poses in Times Square in New York. (Instagram)
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“But my big inspirations were big-time actors who moved to the country, who didn’t know English, with no money, no support system. I had one dream, I have to go right there to make it happen and I’m gonna go and do it and I’m gonna make it happen. So those people were always the biggest inspiration even if it wasn’t in wrestling, just how they handled their passion, how they pursued their dream without being scared of anything, how far you are, how alone by yourself … You don’t know the language, you’re like, let’s go, let’s do it.”
Outside of the NWA, Argento has performed for the International Wrestling Cartel, Enjoy Wrestling and Exodus Pro Wrestling this year.
Sports
Loyola wins Southern Section Division 1 lacrosse championship
There’s no denying that Loyola’s lacrosse program is best in Southern California and could be that way for years to come with the number of elite young players participating.
On Saturday night, the Cubs (16-3) won their latest Southern Section Division 1 championship with a 14-6 win over Santa Margarita. The Cubs have won three title since the sport was adopted as a championship event in the Southern Section. Defense has been Loyola’s strength all season.
Senior defenders Chase Hellie and Everett Rolph and junior goalkeeper William Russo led one of the best defenses in program history under coach Jimmy Borell.
Senior Cash Ginsberg finished with five goals and junior North Carolina commit Tripp King finished with two goals.
In girls Division 1, Mira Costa upset top-seeded Santa Margarita 12-6.
Sports
Napoleon Solo wins 151st Preakness Stakes
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Napoleon Solo took home the 2026 Preakness Stakes on Saturday, the 151st running of the race.
The favorite in Taj Mahal, the 1 horse, was in the lead from the start until the final turn until Napoleon Solo made his move on the outside and took the lead at the top of the stretch. As Taj Mahal fell off, Iron Honor, the 9 horse, snuck up, but the effort ultimately was not enough.
Napoleon Solo opened at 8-1 and closed at 7-1. Iron Honor, at 8-1, finished second, with Chip Honcho fishing third after closing at 11-1. Ocelli, one of just three horses to run both the Kentucky Derby two weeks ago and Saturday’s Preakness, finished fourth at 8-1.
A Preakness branded starting gate is seen on track prior to the 151st Preakness Stakes at Laurel Park on May 16, 2026 in Laurel, Maryland. For the first and only time, Laurel Park is hosting the Preakness Stakes which is the second race of the Triple Crown jewel due to the traditional home of the race of the Pimlico Race Course undergoing complete renovations. (Patrick Smith/Getty Images)
A $1 exacta paid out $53.60, while a $1 trifecta brought in $597.10. But someone out there is very lucky, as a $1 superhighfive – picking the top-five finishers in order – paid out $12,015.70.
Even moreso, a 20-cent Pick 6 – picking the winners of the six consecutive races, with the final being the Preakness, paid out $33,842.34.
The race was run without the Kentucky Derby winner for the second year in a row. After Sovereignty did not run the Preakness last year – and wound up winning the Belmont Stakes – the training team of Golden Tempo opted to skip the Maryland race.
From 1960 to 2018, only three Derby winners did not run in the Preakness. Three Derby winners have skipped the Preakness in the last five years, and for the sixth time in eight years, for various reasons, the Triple Crown had already been impossible to accomplish by the time the Preakness even rolled around.
“I understand that fans of the sport or fans of the Triple Crown are disappointed, but the horse is not a machine,” Golden Tempo’s trainer, Cherie DeVaux, told Fox News Digital earlier this week.
Paco Lopez, right, atop Napoleon Solo, edges out Iron Honor, ridden by Flavien Prat, to win the 151st running of the Preakness Stakes horse race, Friday, May 15, 2026, at Laurel Park in Laurel, Maryland. (AP Photo/Stephanie Scarbrough)
CHERIE DEVAUX REFLECTS ON MAKING KENTUCKY DERBY HISTORY AS FIRST FEMALE TRAINER TO WIN THE RACE
Only three horses from two weeks ago – Ocelli, Robusta, and Incredibolt, were back at the Preakness. Corona de Oro, the 11 horse on Saturday, was scratched well ahead of the Derby, and Great White, who reared up and fell on his back after becoming startled shortly before entering the Derby gate, took the 13 post on Saturday.
The Preakness went off roughly 24 hours after a horse died following the completion of his very first race.
Hit Zero, trained by Brittany Russell, came into the race as the favorite. However, he finished last in the race, which was won by another one of Russell’s horses, Bold Fact — and upon crossing the finish line, Hit Zero reportedly began coughing, dropped to his knees, then put his head down and died.
The Preakness took place at Laurel Park as Pimlico undergoes renovations. It was the first time ever that Pimlico did not host the race, moving roughly 20 miles south.
Paco Lopez, atop Napoleon Solo, wins the 151st running of the Preakness Stakes horse race, Friday, May 15, 2026, at Laurel Park in Laurel, Maryland. (AP Photo/Stephanie Scarbrough)
The Belmont Stakes, the final Triple Crown race, will take place on June 6. The race will return to Saratoga for a third year in a row as Belmont Park continues to be renovated.
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