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
Chris Johnson’s former teammate reflects on ex-star’s surprise ALS diagnosis, tight-knit bond after milestone
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The NFL world was stunned on Monday when it became public that Chris Johnson, one of just nine players ever to rush for 2,000 yards in a season, is suffering from ALS.
The news hit close to home for Ryan Fitzpatrick, who played for Johnson’s Tennessee Titans for a season. And despite it being just one year, the two have a special connection.
“He was a great teammate when I got to play with him for the one year, and obviously a super talented guy on the football field. We texted about a year ago. I was just looking back at our text messages, and one of the things that I had sent him — the 100th touchdown pass that I threw in the NFL was to CJ2K, and he signed the football for me and gave it to me. It says, ‘To my cool white boy. Congrats on number 100,’” Fitzpatrick recalled in an interview with Fox News Digital. “So the amount of street credit I have from Chris Johnson calling me a cool white boy has always been awesome to me.”
Quarterback Ryan Fitzpatrick, No. 4 of the Tennessee Titans, hands off to running back Chris Johnson, No. 28, against the Seattle Seahawks at CenturyLink Field on October 13, 2013 in Seattle, Washington. (Otto Greule Jr/Getty Images)
But ALS is just such a tough thing to have to deal with, obviously for Chris and for everybody around him. You can just imagine the frustrations of his mind being there but his body starting to fail him and how difficult that is. We’re obviously all hoping for the best for him, and all our love and support goes to him and his wife and his family.”
In a lengthy social media post, Johnson said that there is growing research that shows a link between repetitive head trauma and ALS, and studies have shown that NFL players are four times as likely to develop ALS as the general population.
Fitzpatrick, personally, said that when it comes to football, he would do it all over again, even as the risks are more prevalent now than ever before. However, what comes with age is more grim reality.
Tennessee Titans running back Chris Johnson runs against the Carolina Panthers at Bank of America Stadium in Charlotte, N.C., on Aug. 28, 2010. (Sam Sharpe/USA TODAY Sports)
FORMER NFL STAR CHRIS JOHNSON SAYS HE’S BEEN DIAGNOSED WITH ALS
“I do think guys playing football understand at least the broad scope of what the risks are. I think a lot of guys would tell you, and I would be the same way, football has given me so much in my life that it’s something I would do again in a heartbeat. And for my kids that want to pursue it, I’m happy for them to pursue it,” Fitzpatrick said.
“But as you get older, I’m 43, as you get older, and your parents get older, I lost my mom five years ago, there’s just more stuff that seems to happen. It’s really sad. One of my best friends from high school was diagnosed with ALS. So seeing that firsthand, and the difficulties that come with it, not just for him but everybody that is around him, it’s really hard. As you get older, stuff happens, and there are things that you have to deal with and figure out. So unfortunately, it’s a tough part about aging.”
There is no known cure for ALS – known as amyotrophic lateral sclerosis. It’s a progressive disease in which the brain loses connection with the muscles, according to the ALS Association. The afflicted slowly lose their ability to walk, talk, eat, dress, write, swallow and, eventually, breathe.
Tennessee Titans running back Chris Johnson breaks free for a long run against the San Francisco 49ers in the fourth quarter at Candlestick Park in San Francisco, Calif., on Nov. 8, 2009. The Titans defeated the 49ers 34-27. (Cary Edmondson/USA TODAY Sports)
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The former running back played in the NFL from 2008 to 2017 with the Titans, New York Jets and Arizona Cardinals.
Fox News’ Ryan Gaydos and Angelica Stabile contributed to this report.
Follow Fox News Digital’s sports coverage on X, and subscribe to the Fox News Sports Huddle newsletter.
Sports
Letters to Sports: Mixed emotions over LeBron James leaving Lakers
I will miss watching the greatest maestro and savant in the history of basketball, LeBron James. He is to basketball what Van Gogh was to painting, Coltrane to music, Hemingway to literature. He came from poverty and rose to a global hero and gave back. His after-game interviews were always intelligent and sometimes humorous. To all his detractors and haters? Eat your hearts out, he is a happy man.
Dell Franklin
Cayucos
I have always been in awe of LeBron’s athleticism and basketball IQ. And I greatly admire his dedication to maintaining his physical abilities throughout the years and his philanthropic pursuits.
But, as a lifelong Lakers fan, I will not miss LeBron. He was never a true Laker. He made it clear when he announced that he was taking his talents to South Beach that he cared only about LeBron, not the team.
So, as he closes out his career elsewhere, I will enjoy watching his superior playing prowess from afar. But I will be grateful that I can now cheer for my Lakers without the drama LeBron brings to every team he’s been on.
Linda Salzman
Rancho Palos Verdes
I agree that it was probably time to move on from LeBron simply in the interest to pursue a long-term player versus one more year from the King. But Bill Plaschke’s argument that he was tired of the mind games LeBron supposedly was playing is a terrible take. Losing 27-7-7 is not replaceable overnight, if ever.
George Metalsky
Redondo Beach
While acknowledging LeBron James as one of the greatest basketball players of all time, it never really felt as if he was selflessly committed to the Purple and Gold team concept like so many of the legendary players that preceded him.
During his eight years as a Laker there seemed to be countless occasions when Lakers brass capitulated to his “demands.” Year after year we endured a mishmash roster with his hand-picked players, just to appease LeBron.
During the Lakers’ dynasty we had championship teams. With LeBron we had a king shaping his fiefdom to first and foremost best serve him.
He’s a great player but a horrible GM. The Lakers will be a better team without him.
David Griffin
Westwood
I only have one question regarding LeBron James: What happens to Bronny now?
David Waldowski
Laguna Woods
Sports
Messi, Argentina avoid a shocking upset in wild knockout stage match against Cape Verde
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On Friday, Argentina looked to continue its quest for back-to-back World Cup titles, and to do it, they had to get through one of the darlings of this year’s tournament, Cape Verde.
The small island nation off the coast of West Africa came into the match as the No. 64-ranked team in the world, and they managed to hold Argentina — the No. 2 team behind France at the moment — scoreless for almost thirty minutes.
But in the 29th minute, Lionel Messi scored to give Argentina the lead.
WATCH THE WORLD CUP FINAL ON FOX ONE
That was the 20th World Cup goal of his career, and it also made him the first player to score seven or more goals in multiple World Cups, having done it in Qatar as well.
It was also Messi’s eighth-straight World Cup match with a goal.
Argentina’s Lionel Messi scored in his eight-straight World Cup match and potted the 20th World Cup goal of his career. (Photo by Pablo Morano/BSR Agency/Getty Images))
Well, typically when Argentina takes the lead, they don’t cough it up, but early in the second half, Cape Verde’s Deroy Duarte pulled off a stunner and tied the game at 1-1.
HARRY KANE RESCUES ENGLAND FROM SHOCK WORLD CUP EXIT WITH TWO GOALS IN 11 MINUTES AGAINST DR CONGO
While there was some late pressure from Argentina, that included an always-dangerous Messi free kick from just outside the box that Cape Verde managed to stop.
And with that, it was off to extra time.
Cape Verde celebrates after scoring one of their two tying goals against Argentina. (Photo by Pablo Morano/BSR Agency/Getty Images)
However, it only took moments for Cape Verde to find themselves once again battling from behind.
Lisandro Martinez found the twine in the 92nd minute to give Argentina the lead.
It looked like that would be all she wrote… but Cape Verde had other plans.
They stuck with the defending World Cup champs, and in the 103rd minute, Sidny Lopes Cabral scored an unbelievable goal to tie the game again.
Coming into this game, Argentina had given up just two goals in their ten-match World Cup winning streak.
Cape Verde did that in one match.
Argentina’s Cristian Romero gets his head on what proved ot be the game-winning goal. (Sam Navarro-Imagn Images)
But in the 111th minute, Messi took an Argentina corner kick and put it in the perfect spot for Cristian Romero to head it to the back post and into the back of the net.
This was eventually updated to an own-goal, as it went off the Cape Verde defender’s arm, but it counts the same on the scoreboard.
Despite a late flurry of chances, Argentina held on to avoid what would have been potentially the biggest upset in World Cup history.
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What a match, and what a run Cape Verde had in the tournament.
Argentina will now have to recompose and get ready for a tough Round of 16 match against Egypt, which will take place on Tuesday in Atlanta.
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