Los Angeles Rams Stadium Books American Airlines To $90M Partnership Alliance
By Barry Janoff
August 6, 2019: LA Stadium and Entertainment District at Hollywood Park (LASED), the $5 billion project now under construction as the 2020 home for the NFL’s Los Angeles Rams and Chargers, has signed American Airlines as its first partner as well as a Founding Partner for LASED and the official airline of the Rams and Chargers.
As a part of the agreement, the carrier will have exclusive naming rights to American Airlines Plaza, an expansive 2.5-acre two-level open-air space that serves as a main entrance into the stadium and performance venue (rendition pictured).
Financial terms were not released, but were put at $90 million over ten years by industry analysts.
“For decades, Los Angeles has been one of American’s most important markets and has played a major role in connecting Southern California to the rest of the world,” Robert Isom, American Airlines president, said during a media conference in Los Angeles on Tuesday.
“It is our mission to give our customers the world-class experience they deserve, and we are committed to doing so both at the airport and within the community. It’s an exciting time for the City of Angels and for American Airlines.”
American Airlines Plaza will also be the main entry point into an adjacent VIP entrance, which opens into a three-level lobby inside the stadium.
The venue, which does not as yet have a naming rights deal, has been selected as host for Super Bowl LVI in February 2022.
It is also scheduled to host the College Football Playoff National Championship in January 2023.
During the 2028 Los Angeles Summer Olympics, the stadium is expected to host the opening and closing ceremonies, as well as soccer. Archery will be held on the grounds outside the stadium
It also could be among the prospective venues during the 2026 FIFA World Cup, to be hosted by the U.S., Mexico and Canada.
American Airlines also currently has rights to the home arenas for the NBA’s Miami Heat and Dallas Mavericks.
American said it is the largest carrier at Los Angeles International Airport, with more than 200 daily flights to 70 destinations.
The carrier, has a 70-plus year presence at LAX, is "undertaking a $1.6 billion modernization project to fully reimagine LAX Terminals 4 and 5 — American’s largest individual investment at an airport in its 93-year history," according to the airline.
Airlines have been active in the naming rights category over the past months.
Earlier this week, the Raiders, which are moving from Oakland to Las Vegas for the 2020 NFL season, signed a $400 million-plus naming rights deal to their new stadium with Allegiance Air.
"We are looking forward to continuing to work together to inspire Angelenos to shine bright and reach new heights.”
In June, Los Angles Memorial Coliseum signed a ten-year naming rights deal valued to the field with United Airlines, now known as United Airlines Field at the Los Angeles Memorial Coliseum.
LASED is being built under the auspices of Rams owner and chairman Stan Kroenke.
“We are thrilled to continue our partnership with American Airlines and travel with them to Hollywood Park,” said Kevin Demoff, Rams COO, said via the team.
“From building playgrounds and rewarding fans with trips to games to flying the team to Super Bowl LIII, American Airlines and the Rams have made quite a team. We are looking forward to continuing to work together to inspire Angelenos to shine bright and reach new heights.”
PHOTOS COURTESY HKS Architects, Inc.
Raiders, Allegiant Fly $400 Million-Plus Naming Rights Deal
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