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
Nick Saban questions Texas A&M crowd noise before Aggies face Miami in playoff
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Despite dropping their regular-season finale to in-state rival Texas, the Texas A&M Aggies qualified for the College Football Playoff and earned the right to host a first-round game at Kyle Field.
Nick Saban, who won seven national championships during his storied coaching career, experienced his fair share of hostile environments on road trips.
But the former Alabama coach and current ESPN college football analyst floated a surprising theory about how Texas A&M turns up the volume to try to keep opposing teams off balance.
A view of the midfield logo before the game between the Texas A&M Aggies and the LSU Tigers at Kyle Field on Oct. 26, 2024 in College Station, Texas. (Tim Warner/Getty Images)
While Saban did describe Kyle Field as one of the sport’s “noisiest” atmospheres, he also claimed the stadium’s operators have leaned on artificial crowd noise to pump up the volume during games.
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“I did more complaining to the SEC office—it was more than complaining that I don’t really want to say on this show—about this is the noisiest place. Plus, they pipe in noise… You can’t hear yourself think when you’re playing out there,” he told Pat McAfee on Thursday afternoon.
Adding crowd noise during games does not explicitly violate NCAA rules. However, the policy does mandate a certain level of consistency.
A general view of Kyle Field before the start of the game between Texas A&M Aggies and the Alabama Crimson Tide at Kyle Field on Oct. 12, 2019 in College Station, Texas. (John Glaser/USA TODAY Sports)
According to the governing body’s rulebook: “Artificial crowd noise, by conference policy or mutual consent of the institutions, is allowed. The noise level must be consistent throughout the game for both teams. However, all current rules remain in effect dealing with bands, music and other sounds. When the snap is imminent, the band/music must stop playing. As with all administrative rules, the referee may stop the game and direct game management to adjust.”
General view of fans watch the play in the first half between the Texas A&M Aggies and the Ball State Cardinals at Kyle Field on Sept. 12, 2015 in College Station, Texas. (Scott Halleran/Getty Images)
Regardless of the possible presence of artificial noise, the Miami Hurricanes will likely face a raucous crowd when Saturday’s first-round CFP game kicks off at 12 p.m. ET.
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Sports
Veteran leadership and talent at the forefront of Chargers’ late-season surge
Denzel Perryman quickly listed name after name as he dove deep into his mental roster of the 2015 Chargers.
Manti Teʻo, Melvin Ingram, Kavell Conner and Donald Butler took Perryman under their wing, the Chargers linebacker said. The 11-year veteran said he relied on older teammates when he entered the NFL as they helped him adjust to the schedule and regimen of professional football.
“When I was a young guy,” Perryman said, “my head was all over the place — just trying to get the gist of the NFL. They taught me how to be where my mind is.”
With the Chargers (10-4) entering the final stretch of the season and on the cusp of clinching a playoff berth heading into Sunday’s game against the Dallas Cowboys (6-7-1), veterans have played an important role in the team winning six of its last seven games.
A win over the Cowboys coupled with either a loss or tie by the Houston Texans on Sunday afternoon or an Indianapolis Colts loss or tie on Monday night would secure a playoff berth for the Chargers.
Perryman, who recorded a season-best nine tackles in the Chargers’ win over the Kansas City Chiefs last week, credits Philip Rivers and the rest of the Chargers’ veterans for showing him “how to be a pro” a decade ago. Now he’s passing along those lessons to younger players in a transfer of generational knowledge across the Chargers’ locker room.
“When I came in as a young guy, I thought this happens every year,” safety Derwin James Jr. said of winning, starting his career on a 12-4 Chargers team in 2018. “Remember the standard. Remember, whatever we’re doing now, to uphold the standard, so that way, when guys change, coaches change, anything changes, the standard remains.”
Running off the field at Arrowhead Stadium, third-year safety Daiyan Henley charged at a celebrating Tony Jefferson, a veteran mentor at his position who was waiting for teammates after being ejected for an illegal hit on Chiefs wide receiver Tyquan Thornton.
After the game Jefferson and Henley hopped around like schoolchildren on the playground. That’s the atmosphere the veterans want to create, Jefferson said, one in which younger players in the secondary can turn to him.
“That’s what we’re here for,” Jefferson said. “For them to watch us and follow, follow our lead, and see how we do our thing.”
It’s not just the veteran stars that are making a difference. Marcus Williams, a 29-year-old safety with 109 games of NFL experience, replaced Jefferson against the Chiefs after being elevated from the practice squad. The 2017 second-round pick played almost every snap in Jefferson’s place, collecting four tackles.
“That just starts with the culture coach [Jim] Harbaugh creates,” defensive coordinator Jesse Minter said. “It’s really a 70-man roster.”
Harbaugh highlighted defensive lineman/fullback Scott Matlock’s blocking technique — a ba-boop, ba-boop, as Harbaugh put it and mimed with his arms — on designed runs as an example of a veteran bolstering an offensive line trying to overcome the absence of Joe Alt and Rashawn Slater.
Harbaugh said his father, Jack, taught Matlock the ba-boop, ba-boop blocking technique during an August practice.
“He’s severely underrated as an athlete,” quarterback Justin Herbert said of the 6-foot-4, 296-pound Matlock, who also catches passes in the flat as a fullback.
With three games left in the regular season, Jefferson said the focus is on replicating the postseason-like efforts they gave in consecutive wins over the Chiefs and Philadelphia Eagles.
“It was good that they were able to get a taste of that,” Jefferson said of his younger teammates playing against last season’s Super Bowl teams, “because these games down the stretch are really what’s to come in the playoffs.”
Sports
Rams star Puka Nacua fined by NFL after renewed referee criticism and close loss to Seahawks
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Los Angeles Rams star wide receiver Puka Nacua’s tumultuous Thursday began with an apology and ended with more controversial remarks.
In between, he had a career-best performance.
After catching 12 passes for 225 yards and two touchdowns in Thursday’s overtime loss to the Seattle Seahawks, Nacua once again expressed his frustration with how NFL referees handled the game.
Nacua previously suggested game officials shared similarities to attorneys. The remarks came after the third-year wideout claimed some referees throw flags during games to ramp up their camera time.
Los Angeles Rams wide receiver Puka Nacua warms up before a game against the New Orleans Saints at SoFi Stadium. (Jayne Kamin-Oncea/Imagn Images)
After the Seahawks 38-37 win propelled Seattle to the top spot in the NFC standings, Nacua took a veiled shot at the game’s officials.
“Can you say i was wrong. Appreciate you stripes for your contribution. Lol,” he wrote on X.
The Pro Bowler added that his statement on X was made in “a moment of frustration after a tough, intense game like that.”
RAMS STAR PUKA NACUA ACCUSES REFS OF MAKING UP CALLS TO GET ON TV: ‘THE WORST’
“It was just a lack of awareness and just some frustration,” Nacua said. “I know there were moments where I feel like, ‘Man, you watch the other games and you think of the calls that some guys get and you wish you could get some of those.’ But that’s just how football has played, and I’ll do my job in order to work my technique to make sure that there’s not an issue with the call.”
But, this time, Nacua’s criticism resulted in a hefty fine. The league issued a $25,000 penalty, according to NFL Network.
Los Angeles Rams wide receiver Puka Nacua (12) runs with the ball during the second half against the Seattle Seahawks Thursday, Dec. 18, 2025, in Seattle. (AP Photo/John Froschauer)
Nacua had expressed aggravation on social media just days after the 24-year-old asserted during a livestream appearance with internet personalities Adin Ross and N3on that “the refs are the worst.”
“Some of the rules aren’t … these guys want to be … these guys are lawyers. They want to be on TV too,” Nacua said, per ESPN. “You don’t think he’s texting his friends in the group chat like, ‘Yo, you guys just saw me on “Sunday Night Football.” That wasn’t P.I., but I called it.’”
Los Angeles Rams wide receiver Puka Nacua (12) scores a touchdown during the second half against the Seattle Seahawks Thursday, Dec. 18, 2025, in Seattle. (AP Photo/John Froschauer)
On Thursday, reporters asked Nacua if he wanted to clarify his stance on the suggestion referees actively seek being in front of cameras during games.
“No, I don’t,” he replied.
Also on Thursday, Nacua apologized for performing a gesture that plays upon antisemitic tropes.
“I had no idea this act was antisemitic in nature and perpetuated harmful stereotypes against Jewish people,” the receiver said in an Instagram post. “I deeply apologize to anyone who was offended by my actions as I do not stand for any form of racism, bigotry or hate of another group of people.”
Rams coach Sean McVay dismissed the idea that all the off-field chatter surrounding Nacua was a distraction leading up to Los Angeles’ clash with its NFC West division rival.
“It wasn’t a distraction at all,” McVay said. “Did you think his play showed he was distracted? I didn’t think so either. He went off today.”
The Associated Press contributed to this report.
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