On Monday, the Pasadena City Council approved a motion that will allow for AEG to enter into a 10-year partnership for Rose Bowl soccer matches.
The Rose Bowl has been used for a variety of soccer matches over the years, and was the original home of MLS’s LA Galaxy. AEG has played a role in promoting, marketing, and booking international soccer matches at the venerable facility in recent years, but the 10-year exclusive agreement would solidify its relationship with the venue.
The motion approved Monday was for the Rose Bowl Operating Company (RBOG) to enter into the contract with AEG. The two sides still have to sign off on the final agreement, but RBOG pitched AEG’s involvement as a way to ensure that the Rose Bowl remains a viable venue for soccer in the increasingly competitive Los Angeles region. More Pasadena Now:
AEG has been an integral part of soccer programming at the Rose Bowl, beginning with the Galaxy playing at the stadium, as AEG is the owner of the franchise, the staff report noted. AEG has been involved in the marketing, promotion and securing almost every international soccer match held at the Rose Bowl, over the past few years.
[Rose Bowl Operating Company CEO/General Manager Darryl] Dunn also told the Council that with additional venue competition coming into the los Angeles market—the Banc of California Stadium, the LA Coliseum renovation, and a new NFL stadium in Inglewood—and said, “it is imperative that the RBOC officially align itself with a global force in soccer.”
As a founding partner in Major League Soccer and operator of dozens of soccer venues throughout the world, AEG is the logical partner for the RBOC. When soccer match promoters host an event in a market they almost always partner with an in-market Major league Soccer team to help market and execute the match.
A partnership with the Galaxy and AEG would ensure that when AEG or the Galaxy are involved in high-profile matches in the [Los] Angeles area, that the Rose Bowl will be the host, said the staff report. Without such a partnership, soccer programming at the stadium—and associated revenues—could be significantly reduced in the next 10 years.
The Galaxy played at the Rose Bowl from 1996-2002, before moving into the soccer-specific Home Depot Center (now known as StubHub Center) in Carson. However, the club has hosted a few high-profile matches at the stadium in recent years, including a 2015 contest against FC Barcelona as part of International Champions Cup play.
Image courtesy Rose Bowl Stadium.