After Staples Center and Home Depot Center in Los Angeles opened their doors, the Rose Bowl Stadium lost some of its annual soccer and entertainment events. With many in-stadium advertisers not renewing and new partnerships lagging, the Rose Bowl Stadium needed a fresh sponsorship and commercial revenue strategy.


Premier created an action plan that aggregated the most valuable signage, hospitality, and marketing rights for key sponsorship categories. Next, Premier developed a new pricing model along with quality sales materials that eloquently communicated the offering and value of the prestigious venue, the annual Rose Bowl Game, and the excitement of UCLA football. Attention was also paid to the hundreds of thousands of visitors to ancillary events, including concerts, Fourth of July fireworks, and the monthly Rose Bowl Flea Market. Premier presented sponsorship opportunities to over 100 local, regional, and national best-in-class companies, then negotiated partnership rights and benefits, terms and final agreements.


  • Secured numerous new Rose Bowl Stadium partner contracts far exceeding any previous year’s sponsorship revenue high point
  • Signed new multi-year sponsorship agreements with major brands including Citi, Farmer John, Fiji, Kaiser Permanente, Liberty Mutual, Los Angeles Times, One West Bank, Passion Growers, Red Bull, Snickers and Sparkletts
  • Negotiated long-term renewal agreements with Coca-Cola, Budweiser and Honda
  • Added additional revenue streams by securing many of the largest international soccer matches played in the United States
Over the past five years, Premier’s exclusive sponsorship sales representation of the Rose Bowl has far exceeded the City of Pasadena’s expectations. Premier has delivered numerous long-term partnerships with many of America’s most respected advertisers.
— DARRYL DUNN, General Manager, Rose Bowl Stadium