Featured image credit: Rose Bowl
The Rose Bowl Operating Company, which manages the Californian stadium, has launched The Lasting Legacy Campaign in a bid to revitalise the venue prior to the Los Angeles 2028 Olympic Games.
The campaign for the 89,702-capacity stadium will be led by privately raised funds cultivated by the Rose Bowl Legacy Foundation as well as contributions from the venue’s third-party partners and vendors.
Among the main projects are a new field-level club for fans to be built in the Rose Bowl’s south end zone, safe standing sections on the east side of the ground, a new sound system, enhancements to fan technology and connectivity, and overall improvements to the venue’s bowl seating.
It is also claimed that “one of the nation’s largest videoboards” will be installed while full refurbishments to the stadium’s marquee sign were completed earlier this autumn.
“These investments will help ensure that we remain one of the most dynamic football, soccer, concert and festival venues in the world,” said Jens Weiden, chief executive of the Rose Bowl Operating Company.
The projects are scheduled to be carried out in two phases, with the first aimed at reaching completion in 2026.
This is prior to its hosting of events at the 2028 Summer Olympic Games, which are scheduled to run from July 14 to 30 of that year.
It will be its third time staging the Olympics, after the 1932 and 1984 editions, where it is confirmed to hold a multitude of football matches including both the men’s and women’s finals.
Phase two, which includes the new videoboard, is due to begin shortly after the Olympics and will also see major improvements to seating made.
“The Lasting Legacy Campaign is a crucial step in reaffirming the Stadium’s place as a global icon in sports, entertainment and culture,” said Dedan Brozino, president of the Rose Bowl Legacy Foundation.
“Our donor base has grown so much over the years and has followed the example set by our Board of Directors and Advisory Board, all of whom are volunteers.”
The Rose Bowl, known as America’s Stadium, opened in 1922 and is recognised as a National Historic Landmark.
It serves as the home stadium of the UCLA Bruins American football team and has also hosted major events such as the 1994 FIFA World Cup final.
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