Inside The Rose Bowl's $80 Million Reinvention Before LA28
The campaign will fund premium seating, accessibility upgrades and other improvements as the venue prepares for Olympic soccer and long-term use.
5 Articles
5 Articles
Tournament Of Roses Organization And Its Rose Parade Sign With UTA
UTA on Thursday said it has signed the Pasadena Tournament of Roses and the organization’s signature event the Rose Parade for representation. The annual New Year’s Day parade marked its 137th year this past New Year’s Day with its legion of floral floats, marching bands, musical artists and equestrian units marching down 5 1/2 miles of Pasadena’s Colorado Avenue, televised around the world. The 2026 parade was seen by 34 million total viewers…
UTA Signs Organization Behind Rose Bowl Game and Rose Parade
New Year’s Day came early for UTA, which has signed the Pasadena Tournament of Roses, the organization behind the Rose Bowl Game and the Rose Parade. “The Tournament of Roses proudly produces both the Rose Parade and the Rose Bowl Game, creating one of the most recognized New Year’s Day celebrations in the world,” said David Eads, CEO of the Pasadena Tournament of Roses. “UTA brings deep expertise at a time of rapid change across the media ind…
[Digital Daily Reporter Jang Joo-young] Los Angeles (LA), which attracted over 560,000 spectators to the '2026 World Cup,' is stepping up to strengthen its position as a world-class sports city, leveraging the tournament's success. The city plans to accelerate the attraction of global tourists by hosting a succession of major international sporting events, including next year's Super Bowl LXI and the 2028 LA Olympics and Paralympics. The Los Ang…
After FIFA World Cup 2026, Los Angeles shifts focus to Super Bowl LXI, LA28
Los Angeles is shifting its focus to Super Bowl LXI in 2027 and the LA28 Olympic and Paralympic Games after hosting more than 560,000 fans during eight FIFA World Cup 2026 matches, with officials projecting the tournament will generate USD 892 million in economic impact and more than USD 1 billion in long-term tourism benefits. In a press statement, Los Angeles Tourism says that more than 560,000 fans attended eight FIFA World Cup 2026 matches a…
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