United Airlines is reportedly close to agreeing a deal to acquire the naming rights to the Los Angeles Memorial Coliseum, the temporary home of NFL American football team the Los Angeles Rams.

Citing sources close to the deal, the Sports Business Journal said the agreement will run for 15 years and is worth approximately $70m (€62.9m/£54m), which would make it the most expensive naming rights deal for a college American football stadium.

The Coliseum is currently undergoing major renovation work, which is expected to cost $270m in total, and the naming rights deal would help offset the costs.

In addition to serving as the short-term residence of the Rams, the Coliseum is home to the University of Southern California (USC) Trojans American football team.

The venue has a permanent seating capacity of 93,607 for USC Trojans games, making it the largest American football stadium in the Pac-12 Conference college sports competition.

However, although the Rams can only play in front of a maximum capacity of 80,000, this still ranks the Coliseum as the fourth-largest stadium in the NFL.