Party of the Century 2020


Over the past near century of the Rose Bowl Stadium’s existence, multiple partners, sponsors, donors and clients have helped shape this stadium to be what it is today.

In honor of the ten decades of memories and moments that the Rose Bowl has created, we are proud to announce the TEN honorees of the Party of the Century:

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The City of Pasadena

The City of Pasadena is the owner of the Rose Bowl Stadium and is known on a global scale as the City that hosts the annual Rose Parade and Rose Bowl Game.  The City’s support over the years runs deep, from its formal creation of the Rose Bowl Operating Company to the day to day teamwork integration that is so vital to the operating success of the venue through the Mayor’s office, City Council and city representatives on behalf of the city’s valued residents.  The City being honored represents the tens of thousands of Pasadena residents who pridefully associate with their home, Pasadena, with the Rose Bowl Stadium.


The Pasadena Tournament of Roses

The Pasadena Tournament of Roses has been intertwined with the Rose Bowl Stadium since its gates opened in October of 1922. Since 1890, the Tournament of Roses has produced America’s New Year Celebration, bringing the traditions of the Rose Parade and the Rose Bowl Game to Pasadena and the world. The Tournament of Roses built the stadium, designed after the Yale Bowl, to be the home of the Rose Bowl Game, which was played in the stadium for the first time on January 1, 1923. Today, the Tournament of Roses is one of the largest volunteer organizations in the world, totaling more than 80,000 volunteer hours from over 900 members. To this day, the Rose Bowl Game is considered the original tenant of the Rose Bowl Stadium.



UCLA made the Rose Bowl Stadium its permanent home field in 1982, making them the stadium’s second major tenant.  Since then, the Bruins faithful have embraced the Rose Bowl Stadium not just on game day, but year-round with a national pride due to its symbiotic relationship with America’s Stadium.  As a major stadium partner, the administration and staff at UCLA has always dedicated itself to supporting the Rose Bowl Stadium’s future and providing its fans with an opportunity for excitement and memories on Saturdays in the Fall within the Arroyo Seco.    

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R. G. Canning

R.G. Canning is the promoter of, arguably one of the most famous flea markets in the world, the Rose Bowl Flea Market. The flea market has been happening at the Rose Bowl Stadium every second Sunday of the month for over 50 years!

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Tod and Cathy Spieker

Tod and Cathy Spieker are the Rose Bowl Legacy Foundation’s largest contributors to-date.  In 2017, their generous $10M contribution towards naming the field allowed the Rose Bowl to complete some much-needed capital renovations to protect and preserve its bright future as a National Historic Landmark.  The gift was a foundational contribution to launch the Legacy Foundation’s ongoing $40M centennial campaign effort to raise philanthropic funds prior to the venue’s 100th birthday in 2022. As generous contributors to UCLA as well, the Spieker family has long-standing ties with both the university and the Rose Bowl Stadium.  Tod, an active swimmer and member of the International Swimming Hall of Fame, is a UCLA alum and active supporter of UCLA Athletics and the campus in several ways.  Tod and Cathy began contributing to the Legacy Foundation in early 2010, after the nonprofit was founded, and also have Tunnel 5 at the Rose Bowl Stadium named in their honor.

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Mickey and Lee Segal

In 2017, Mickey and Lee generously donated the funds needed to renovate one of the original 1922 locker rooms into a mini museum, which is one of the most popular attractions on site. The 1922 Locker Room is now used as an event space, as well as, a stop for the thousands of youth and stadium fans that take stadium tours annually.  The Segal family has been major contributors to the Stadium since the Legacy Foundation was founded in 2010 and has elevated the non-profit’s presence through its generosity and volunteerism.  Mickey Segal, the current President of the Legacy Foundation’s Board of Directors, is also the Campaign Chairman for the ongoing centennial campaign effort to raise $40M in new philanthropic funds in support of the Rose Bowl’s preservation, protection and enhancement before the venue turns 100 years young in 2022.  The Segal family even dedicated one of their contributions to name Tunnel 4 at the Stadium in honor of long-time Pasadena High School football coach, Tom Hamilton.  Coach Hamilton coached Mickey as a Bulldog student. 

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Alan Rothenberg

Alan Rothenberg spearheaded soccer’s rise in the United States during the 1990s as Chairman and CEO of the 1994 World Cup, Chairman of the 1999 FIFA Women’s World Cup, President of the U.S. Soccer Federation, Chairman of the U.S. Soccer Foundation and founder of Major League Soccer.  Through his incredible contributions to the game of soccer and sports business around the world, Alan put the Rose Bowl Stadium on the map as a world class soccer venue and brought matches of national and global importance to the venue; the Stadium’s soccer presence is now more vibrant than ever before.  Alan chose the Rose Bowl as the 1984 Olympic soccer venue, and later, brought the 1994 Men’s World Cup finals and the 1999 Women’s World Cup finals to the stadium.  A University of Michigan Law School graduate, Alan has been a fixture in global sports business and law.

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Western Asset

Western Asset, a Pasadena company, has been a contributor to the Rose Bowl Legacy Foundation since its founding in 2010 and helped to create the non-profit organization’s mission to preserve, protect and enhance the future of the venue as a National Historic Landmark.  As the namesake of the venue’s Court of Champions, which is located underneath the Rose Bowl’s historic marquee sign, Western Asset provided one of the largest contributions to-date in honor of protecting the venue and has been actively involved with its employees through educational and volunteerism opportunities for a near-decade.


Wescom Credit Union

Pasadena-based Wescom Credit Union has been a long-time supporter of the Rose Bowl Legacy Foundation, the Rose Bowl Stadium and UCLA.  Having served Southern California communities for nearly 86 years, Wescom’s support runs deep within all three entities supporting historic preservation, heritage recognition, and financial education platforms to youth and students at UCLA.  The entire Wescom staff has amplified the company’s care for the Pasadena and surrounding community through the organization’s dedication to volunteerism and causes throughout Southern California.  Wescom’s contributions were a catalyst to the beautification of the main entrance area to the Rose Bowl Stadium, Rose Bowl Drive, which now hosts an entry monument, the Jackie Robinson Statue and the 1983 Army-Navy Game time capsule and military tribute benches.



Honda has been a key corporate supporter with a presence at the Rose Bowl Stadium for more than two decades.  During that time, Honda has supported and continues to support the many partners that influence the Rose Bowl Stadium including, the Rose Bowl Legacy Foundation, the Rose Bowl Stadium, the Pasadena Tournament of Roses, UCLA and so much more.  Honda’s support is influential above and beyond traditional partnerships as it has even influenced the launch of key community and youth programs such as the Area H Community Recreation Loop (as the lead donor), the annual Robotics Rally, and the Field Trip to the Field Program with Pasadena Unified School District that welcomes each seventh grader in the district to the Stadium for an educational tour, a physical education activity on the field, a healthy lunch and a motivational speech.