Rose Bowl Legacy Foundation

What Rose Bowl Legacy Foundation does

The Rose Bowl Legacy Foundation is a 501(c)(3) nonprofit organization founded in 2010 and headquartered in Pasadena, California. It exists to preserve and enhance the Rose Bowl Stadium, a National Historic Landmark, by raising philanthropic capital to fund capital improvements, preservation work, and community programs tied to the venue. The Foundation runs multi-year capital campaigns — most recently completing the Centennial Campaign (which raised over $40 million by late 2022) and launching the Lasting Legacy Campaign in December 2024 to address an estimated $200 million in capital needs over twenty years, with eight discrete projects including the South End Zone Field Club.

The Foundation operates a layered business model. Primary revenue is charitable giving from high-net-worth donors, organized into giving tiers such as Legacy 100 ($100,000+) and Legacy 25 ($25,000+). Institutional support comes from corporate partners (HONDA, Wescom Credit Union, Western Asset Charitable Foundation) and individual board members affiliated with J.P. Morgan, Munger Tolles, and other firms. Secondary revenue includes federal appropriations (e.g., a $1.092 million earmark through H.R. 6938) and premium venue experiences such as the South End Zone Field Club. The Foundation also operates the Rose Bowl Institute, launched in 2020, which extends the mission into youth sports, character development, and community programming beyond the physical stadium. The Pasadena Quarterbacks Club is being absorbed into the Foundation's structure as of fall 2025.

The Foundation is governed by a board chaired by Mickey Segal with senior representation from J.P. Morgan, Wescom Credit Union, and Munger Tolles. Its near-term strategic focus is capital readiness for the 2028 Los Angeles Olympics and the broader $200 million preservation roadmap through the Lasting Legacy Campaign, supplemented by year-round programming through the Rose Bowl Institute's alumni network and community initiatives.

Name

Rose Bowl Legacy Foundation

Legal name

Rose Bowl Legacy Foundation, Inc.

Website

https://rosebowllegacy.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Rose Bowl Legacy Foundation is a Pasadena-based 501(c)(3) nonprofit that raises charitable capital to preserve the Rose Bowl Stadium, a National Historic Landmark, and operates the Rose Bowl Institute for youth and community programming.

Ownership category

akta.pro rank

Product category

Nonprofit Stadium Preservation and Heritage Fundraising

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

akta.pro primary industry

Community Foundations (BPAGAKAB)

akta.pro secondary industries

Arts, Culture & Humanities Grantmaking Foundations (BPAGAKAJ), Education Grantmaking Foundations (BPAGAKAK), Major Gifts, Planned Giving & Endowment Development (EDALAOAC)

Keywords

• Charitable fundraising
• Stadium preservation
• Capital improvement funding
• Heritage protection
• Educational programs

Headquarters

HQ city

Pasadena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Charitable Donations: The foundation receives cash donations from individual donors, corporations, and foundations. Donors can make gifts in kind (autographed apparel, tickets, memorabilia, experiences), matching gifts through employer programs, planned giving through charitable gift annuities, life insurance, bequests, and retirement plan designations. Securities transfers are also accepted through RBC Wealth Management.
2. Premium Seating: Revenue generated from premium seating options at the Rose Bowl Stadium, which supports the foundation's mission and programs.
3. Bricks in the Rose Plaza: Commemorative brick purchases allow fans to secure their place in Rose Bowl history, with proceeds supporting the foundation.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Rose Bowl Legacy Foundation is a 501(c)(3) nonprofit organization that raises private philanthropic funds to preserve, protect, and enhance the National Historic Landmark Rose Bowl Stadium in Pasadena, California. Its core offerings include capital improvement funding (LED lighting, videoboards, infrastructure replacement), heritage protection (statues, the 1922 Locker Room Museum, historical markers), and educational and community programs delivered through the Rose Bowl Institute and partners. Donations are accepted through multiple mechanisms including annual giving, planned gifts, securities transfers, gifts in kind, matching gifts, commemorative bricks, and premium seating.

Product overview

The Rose Bowl Legacy Foundation operates as a nonprofit fundraising organization offering a portfolio of interconnected programs focused on preserving the National Historic Landmark Rose Bowl Stadium. The core offerings include the Capital Improvements Program for stadium infrastructure upgrades, Heritage Protection for historical recognition projects including statues and markers, and the Rose Bowl Institute for educational programming. The foundation's donation platform provides multiple giving mechanisms (gifts in kind, matching gifts, planned giving, securities transfers, annual giving, and premium seating). Additional community programs include the Alumni Network membership, the Quarterbacks Club speaker series, the Honda-PUSD Field Trip educational initiative, and the 1922 Locker Room Museum exhibit.

Differentiator

Problem solved

Functional benefit

Products and services

• Capital Improvements Program Private philanthropic funding supporting protection, preservation, and enhancement of the National Historic Landmark Rose Bowl Stadium, including facility upgrades and infrastructure improvements such as LED stadium lights, videoboards, Court of Champions, and Rose Plaza.
• Heritage Protection Program Donations supporting historical recognition projects at the Rose Bowl Stadium, including display of statues (Jackie Robinson, 1999 Women's World Cup Champions, Keith Jackson), monuments, historical markers, strategic imagery, and museum-like exhibits.
• Rose Bowl Institute Educational initiative launched in 2020 that champions sportsmanship, leadership, and citizenship through educational programs, focused dialogues, and awards. Includes flagship Women's Empowerment Symposium, Race & Sports series, Sports Diplomacy, and related programs.
• Ways to Give Donation Portal Dynamic donation platform providing multiple giving mechanisms including gifts in kind, matching gifts, planned giving, transfer of securities, annual giving, bricks in the Rose Plaza, and premium seating options. Tax-deductible to the extent allowed by law.
• Honda-PUSD Field Trip to the Field Educational program welcoming every 7th grader in the Pasadena Unified School District to the Rose Bowl Stadium for a professionally-guided 90-minute tour, lunch, physical education activity, and motivational speech, with approximately 1,400 students participating each year.
• 1922 Locker Room Museum Heritage display located on the northwest side of the stadium concourse in tunnel 15A, portraying the Stadium's rich past through literature, photographic narratives, and historical artifacts in an 800 square foot space.
• Rose Bowl Alumni Network Free membership program connecting fans with significant history attending the Rose Bowl Stadium's events. Includes Hunt Level (free) and 1922 Level (for those who have attended 50+ Rose Bowl Games).
• Rose Bowl Quarterbacks Club Speaker Series Stadium-hosted speaker series featuring notable guest speakers from sports and entertainment, held at the South End Zone Field Club, celebrating football, fellowship, and community. Tickets priced at $50 per event with no walk-up sales.
• Education & Operations Funding Focus Funding focus area for donations supporting educational programs (such as the Rose Bowl Institute and field trip programs) and operational support for the foundation's mission to preserve and enhance the Rose Bowl Stadium.

Quantifiable outcome

• Over 1,400 students welcomed through HONDA Field Trip to the Field program
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Tournament of RosescoreStrategic or Co-development Partner · 1 January 2025Co-sponsor of the January 13, 2026 Rose Bowl Quarterbacks Club event celebrating the 20th Anniversary of the 2006 Rose Bowl Game.
• Rose Bowl InstitutecoreStrategic or Co-development Partner · 1 January 2020Institute launched in 2020 to champion sportsmanship, leadership, and citizenship through educational programs, focused dialogues, and awards. Flagship programs include Women's Empowerment Symposium, Race & Sports series, and Sports Diplomacy programs.
• 2nd and 7 FoundationcoreStrategic or Co-development Partner · 1 January 2017Partnership promoting reading by donating books to kids in need. The foundation was started in 1999 by former Ohio State University football players Luke Fickell, Ryan Miller, and Mike Vrabel. Partnership includes book donations to Cleveland Elementary School in Pasadena.
• American Honda Motor Co.coreGTM or Marketing Partner · 1 January 2016Major sponsor of the HONDA Field Trip to the Field program, which welcomes every 7th grader in the Pasadena Unified School District to the Rose Bowl Stadium annually for tours, lunch, physical education activities, and motivational speeches. Approximately 1,400 students participate each year.
• Pasadena Educational FoundationcoreStrategic or Co-development Partner · 1 January 2010Partnership with Caltech and PUSD to host the HONDA Robotics Rally, a robotics competition for students that has been ongoing since 2010. Students learn teamwork and interactive design skills through creative problem-solving.
• Pasadena Tournament of Roses AssociationcoreStrategic or Co-development Partner · 1 January 2010Key partner in the foundation's efforts to preserve the Rose Bowl Stadium. The Tournament of Roses is closely associated with the Rose Bowl Game and shares the historic legacy of America's Stadium.
• AM870minorGTM or Marketing PartnerRadio partner for Breast Cancer Survivors Pampering event held each October during Breast Cancer Awareness Month. Provides community outreach and event promotion.
• Big Ten Club of Southern CaliforniaminorGTM or Marketing PartnerPartner for Happy Hour networking socials at Brookside, held on select Friday nights before UCLA home games.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Historic Stadium Caucus: Coalition explicitly linked to Rose Bowl Legacy via the foundation's website for cross-venue historic-stadium advocacy—directly comparable as a peer institution for stadium legacy and preservation work.

Direct peers

• Pasadena Community Foundation: Pasadena-based community grantmaking foundation with overlapping donor pool and educational/community grantmaking mission in the same regional geography and Pasadena wealth network.
• Pasadena Tournament of Roses Association: Sister organization of the Rose Bowl Stadium and listed core partner of the Legacy Foundation; both Pasadena-based nonprofits are dedicated to preserving Rose Bowl heritage, supporting educational/community programs, and aligning around the annual Rose Bowl Game.

Broad incumbents

• National Trust for Historic Preservation: National nonprofit focused on preserving historic structures and National Historic Landmarks—a broader-scale analog of Rose Bowl Legacy's heritage-protection mandate, applied across thousands of sites rather than one venue.
• Mount Vernon Ladies' Association: Heritage-preservation nonprofit that stewards a National Historic Landmark site through private donations and educational programs—sharing Rose Bowl Legacy's National Historic Landmark grantmaking and stewardship model.
• NFL Foundation: National nonprofit funding stadium-community and youth education programming across the NFL, sharing Rose Bowl Legacy's sports-venue-tied education and community engagement focus.
• Green Bay Packers Foundation: Stadium-anchored nonprofit supporting capital projects, education, and community programs at a historic NFL venue—a direct analog of Rose Bowl Legacy's stadium-preservation, education, and community impact model.
• Colonial Williamsburg Foundation: Major heritage-preservation nonprofit funding restoration, museum exhibits, and educational programming at a National Historic Landmark—directly analogous to Rose Bowl Legacy's blend of capital improvement, heritage protection, and educational programming.

Regional players

• Los Angeles Dodgers Foundation: Los Angeles-based professional sports franchise foundation running education and community programs—a regional analog in scale and program type for Rose Bowl Legacy's community impact work in the same metro.
• LA84 Foundation: Los Angeles sports legacy foundation created from 1984 Olympics proceeds, funding youth sports and education in Southern California—sharing the Olympics-linked sports-and-education funding model relevant to Rose Bowl's 2028 prep.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RoseBowlLegacy
• Facebookfacebook.com/RoseBowlLegacy
• LinkedInlinkedin.com/company/rose-bowl-legacy-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles27 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rose Bowl Legacy Foundation