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
Morez Johnson Jr declares for NBA draft, maintains college eligibility
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Earlier this month, Michigan defeated UConn in the NCAA men’s basketball national championship game.
Shortly after the Wolverines captured the program’s first title since 1989, Michigan forward Morez Johnson Jr. announced he would enter the NBA Draft.
Despite declaring for the NBA Draft, Johnson has maintained his NCAA eligibility throughout the process. However, he has until May 27 to withdraw if he plans to return for his junior season.
Johnson played for Illinois during the 2024-25 season before transferring to Michigan last offseason.
Michigan’s Morez Johnson Jr. walks on the court against UConn at Lucas Oil Stadium in Indianapolis April 6, 2026. (Erick W. Rasco/Sports Illustrated)
After joining Michigan, Johnson quickly emerged as a key contributor, averaging the second-most points on the team. He also led the Wolverines in rebounding, averaging 7.3 per game.
Michigan head coach Dusty May eventually dubbed Johnson “The Enforcer” and “Junkyard Dog,” a nod to his tenacity on the defensive end. Johnson was named to the Big Ten’s All-Defensive Team.
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But Johnson’s offensive prowess didn’t take a back seat to his defensive strengths. His shooting from beyond the 3-point line showed improvement as the season progressed.
Morez Johnson Jr. of the Michigan Wolverines cuts down the net after defeating the UConn Huskies 69-63 in the 2026 NCAA national championship game in Indianapolis April 6, 2026. (Michael Reaves/Getty Images)
Many early NBA projections gave Johnson a first-round grade. It’s unclear how much name, image and likeness (NIL) compensation he would command if he returns to Michigan or transfers elsewhere.
Johnson has been active on social media, interacting with teammates as they consider returning to Michigan for another championship push.
Morez Johnson Jr. of the Michigan Wolverines celebrates after scoring in the second half against the UConn Huskies during the 2026 NCAA national championship at Lucas Oil Stadium in Indianapolis April 6, 2026. (Jamie Schwaberow/NCAA Photos via Getty Images)
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Michigan added a key piece this week, with Jalen Reed transferring from LSU, On3 reported. Reed was limited during the 2025-26 season by an Achilles injury.
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Rams first-round pick Ty Simpson aiming to ‘have a long career like Matthew’
Quarterback Ty Simpson arrived in Los Angeles on Friday — and the Rams’ first-round draft pick sounded as if he couldn’t wait to start learning from coach Sean McVay and Matthew Stafford.
“The best head coach in the league, the best quarterback in the league, the best … franchise in the league — it’s a perfect situation,” Simpson said during a news conference at the Rams’ draft headquarters in Inglewood.
How the situation plays out — short and long term — remains to be seen.
Stafford, 38, will enter his 18th NFL season as the reigning NFL most valuable player.
With free agent Jimmy Garoppolo mulling retirement, McVay said Thursday night that Simpson would compete with Stetson Bennett to be Stafford’s backup.
The Rams used the 13th pick to select Simpson, 23, who started 15 games for Alabama.
McVay said that he had informed Stafford that the Rams would select Simpson.
“He was great,” McVay said of Stafford’s reaction. “He’s a stud. He’s always first class in every sense of the word.”
But McVay and general manager Les Snead were not their typically ebullient selves when discussing Simpson during their Thursday night news conference. Some observers perceived that as a break in what is regarded as one of the NFL’s best coach-general manager partnerships.
On Friday, Snead said in an interview with ESPN radio that he and McVay work “in lockstep.”
So their muted reactions Thursday might have been out of sensitivity, warranted or not, to not upset Stafford after drafting his heir apparent in the first round. McVay took pains to remind that the Rams are Stafford’s team, seemingly to not offend the Rams’ most important player.
After last year’s draft-day trade with the Atlanta Falcons, the Rams went into the offseason with two first-round picks — their own at No. 29 and the one acquired from the Falcons at 13.
Ty Simpson poses for a photo with his family during a news conference in Inglewood on Friday.
(Caroline Brehman / Associated Press)
In March, the Rams used the 29th pick in a trade with the Kansas City Chiefs for All-Pro cornerback Trent McDuffie, so perhaps the 13th pick was regarded as a luxury.
They spent it on a player who was at Alabama for four seasons, but started only one.
Snead acknowledged that as Simpson pondered whether to remain at Alabama or make himself available for the draft, Snead spoke with Simpson’s father, Jason, who like Snead played college football in the Southeastern Conference and is now the coach at Tennessee Martin. Snead said it was in the role similar to the NFL’s College Advisory Committee, which evaluates prospects and lets them know in what round, if any, that they might be selected. Snead reportedly told Jason Simpson his son was first-round caliber.
“You try to get across it’s not about where you get drafted,” Snead said Thursday night. “It’s more about where you go and what situation you go and what you do with that opportunity after.”
A few months later, the Rams drafted Simpson, who was upbeat as he met with reporters, while his parents and his brother and sister sat nearby.
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The Rams drafted Alabama quarterback Ty Simpson with the 13th overall pick in the 2026 NFL draft in Pittsburgh.
Simpson, who passed for 28 touchdowns, with five interceptions last season, was in Southern California last January when Alabama lost to Indiana in the Rose Bowl. The Crimson Tide did a walkthrough at SoFi Stadium.
Now he will begin his NFL career there.
“I’m, I guess, like a redneck in Southern California,” he joked. “So we’ll see how that goes. But I’m super excited to be here. This is a great place, with great people and I can’t wait to get started.”
Simpson said that Rams safety Quentin Lake had texted him. He also received a social media message from Stafford’s wife, Kelly, inviting him and his family to reach out if they need anything.
“Can’t wait to talk to Matthew,” said Simpson, who characterized the veteran as “an assassin” on the field. “I’m super excited because I just want to pick his brain about everything.”
Simpson met with McVay on Friday.
“He’s got the juice, man,” Simpson said, “like that dude … he’s a fireball.”
Simpson said he benefited from the years he spent at Alabama before he got his opportunity to play last season.
“The years that I sat were … probably more important,” he said, “because I had to learn how to practice. I had to learn how to study when I wasn’t playing because I didn’t know when that time was going to come.
“And so whenever that time did come — it was this year — I made the most of it.”
Now he is ready for the next phase of his career.
He said his faith was his foundation, and that he aspires to be “not only be the best football player I can be,” but also a better teammate and person.
“I want people to come into the locker room and smile, knowing that ‘Hey, Ty’s here,’” he said. “I want to lead, influence people and I think at the quarterback position that’s what you need to do.”
His immediate goal is modest.
“My plan is just to get better each and every day,” he said, “so, eventually, I have a long career like Matthew.”
Sports
Olympic legend Kaillie Humphries signs with activist sportswear brand XX-XY Athletics amid political rise
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The most accomplished Olympic women’s bobsledder in history is now an official brand ambassador in the movement to “save women’s sports”.
Olympic bobsled legend Kaillie Humphries has signed with the activist sportswear company XX-XY Athletics, becoming the latest medal-winning Olympian to represent the brand.
“Being able to partner with a brand that believes in the same things I do, that’s willing to stand up and actively work on protecting the women’s space and women’s sports is huge,” Humphries told Fox News Digital.
Humphries first spoke out about her support for protecting women’s sports from biological male trans athletes in a Fox News Interview that went viral after the Milan-Cortina Olympics in February.
Humphries had just returned after winning bronze in women’s bobsled, marking her sixth career Olympic medal. She later revealed that she received backlash for coming out as a Republican with other conservative stances in that interview, but didn’t back down.
Humphries went on to be honored at a White House Women’s History Month event by President Donald Trump in March, and gave her Order of Ikkos medal to Trump, citing his actions to protect women’s sports.
“Being able to come back to the USA after the Olympics and then be able to make connections and meet some people, I was able to, when I went to the White House, I was able to meet people that were connected obviously in working with XX-XY and that’s how the conversation started,” Humphries said.
Humphries, who is originally from Canada and competed in her first three Olympics for Canada, moved to the U.S. in 2016 and then competed for Team USA at the 2022 Beijing Winter Olympics.
FEMALE ATHLETES ANXIOUSLY AWAIT SUPREME COURT DECISION TO TAKE UP TRANSGENDER PARTICIPATION IN WOMEN’S SPORTS
Kaillie Humphries, U.S. Olympic bronze medalist bobsled athlete, presents the Order of Ikkos to President Donald Trump during a Women’s History Month event in the East Room of the White House in Washington, D.C., on March 12, 2026. (Al Drago/Bloomberg)
Just months after that, America was rocked by the news that male transgender swimmer Lia Thomas was winning championships for UPenn’s women’s swim team.
Humphries, who was following the story in the news, found it startling.
Now, as a California resident and the mother of a newborn son, she is energized to help combat the wave of trans athletes in girls’ sports in the state, as California has become the nation’s biggest hotbed for the issue.
XX-XY Athletics co-founder and former U.S. gymnast Jennifer previously told Fox News Digital one of her biggest goals for the brand was to land high-profile superstar women’s athletes as brand ambassadors, especially Olympic medalists.
Now, with Humphries, the brand has a three-time Olympic gold medalist and six-time Olympic podium finisher across her stints for Canada and the U.S.
Humphries joins Olympic silver medalist gymnast MyKayla Skinner and gold medal swimmer Nancy Hogshead on XX-XY Athletics’ growing roster of Olympians.
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USA’s Kaillie Humphries holds a USA flag after winning bronze in the bobsleigh women’s monobob heat 4 at Cortina Sliding Centre during the Milano Cortina 2026 Winter Olympic Games in Cortina d’Ampezzo on Feb. 16, 2026. (Marco Bertorello/AFP)
“Kaillie is the GOAT of her sport. She is the only Olympian to win gold for two different countries. She is an elite athlete and a courageous, fierce woman who has fought for female athletes to have equal opportunities in sport.” Sey told Fox News Digital.
“The women’s monobob event exists because of Kaillie’s leadership, and she has gold-medal proof that women have the skill, strength, and speed to compete at the highest level. She has driven meaningful change and expanded opportunities for women at the Olympic level — more female athletes represent Team USA because of Kaillie. And that’s exactly why we’re leading with her as we grow in how we support female athletes.”
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