JMI Sports Named Rose Bowl Stadium's Multimedia Rights Partner, Donates Major Gift for Lasting Legacy Campaign Renovation Projects

PASADENA, Calif. (December 4, 2024) The Rose Bowl Stadium and JMI Sports have announced a multi-year multimedia rights partnership beginning in 2024. The long-term agreement with a leading media rights and venue development company comes as the Rose Bowl Stadium welcomes the College Football Playoff quarterfinal game and prepares to host its third Olympic Games in 2028.

Through this partnership, JMI Sports will leverage its expertise in attracting and securing high-value sponsorships, developing innovative marketing strategies, and building upon purpose-driven partnerships to elevate the Rose Bowl Stadium’s global profile. The partnership sets the stage for a decade of innovation, growth and unparalleled success in collegiate sports marketing.  

“It is a unique privilege to represent the Rose Bowl Stadium under the great leadership of their team and the City of Pasadena,” said JMI Sports CEO Erik Judson. “We are inspired by their vision to continue to improve this incredibly iconic building, making investments in new revenue streams to support the Rose Bowl Stadium for the next decade and beyond. We are thrilled to help implement innovative strategies to boost revenue and enhance the fan experience for UCLA football and the many events the Rose Bowl hosts each year.”

In addition to the new partnership, JMI Sports is supporting the Rose Bowl Stadium’s new Lasting Legacy capital campaign with a major lead contribution towards the venue’s revitalization projects. The campaign is the first in the history of the Rose Bowl Stadium and was announced earlier this week amidst national media attention. The contribution from JMI Sports is the largest gift to-date to the campaign. The lead commitment directly impacts the venue’s Field Club project which is a hallmark project of the campaign’s initial phase and is expected for completion in Fall 2026.

“We are very grateful for the commitment from JMI Sports, not just as our MMR partner but as a key stakeholder in the future of America’s Stadium,” said Rose Bowl Stadium CEO Jens Weiden. “As a Southern California-based company that is aligned with big brands throughout intercollegiate athletics and all of sports, we are thankful that our partners at JMI Sports fully understand the economic and cultural significance that the Rose Bowl Stadium holds within the Pasadena community, the Southern California region, and across the country.”

In addition to the support from JMI Sports, support from private donors to the Rose Bowl Legacy Foundation will be vital in stewarding the successful execution of Phase I and Phase II of the Lasting Legacy campaign. Launched on December 2, 2024, the Lasting Legacy campaign is a crucial step to reaffirm the Stadium’s place as a global icon in sports, entertainment and culture. The Lasting Legacy campaign will be led with privately raised funds cultivated by the Legacy Foundation.

This ambitious campaign initiative goes beyond mere preservation. The venue will be enhanced to create more generational memories for attendees and the community, ensuring that the experience meets the modern-day expectations of our visitors. The projects will prioritize the improvement of the experience at America’s Stadium for all fans, while leveraging the overall environment to enhance the sights, sounds and views that have written the venue’s iconic story.

“JMI Sports is an industry-leader in so many ways and understands the long-term value of the in-venue experience for major live events,” said Rose Bowl Legacy Foundation President Dedan Brozino. “As a best-in-class partner, we are incredibly grateful for their foundational commitment as a signal of belief in the vision of the future at America’s Stadium for the next generation of families, competitors, performers and more.”

This partnership follows JMI Sports’ recent 11-year multimedia rights agreement with UCLA Athletics, who just completed their first regular season in the Big Ten Conference with the Rose Bowl Stadium as their home field, as it has been since 1982.

For more information on JMI Sports, a leading media rights and venue development company dedicated to transformative partnerships, please visit jmisports.com.

For more information on the Lasting Legacy Campaign, visit www.RoseBowlLastingLegacy.com.