{"id":635328,"date":"2025-12-28T14:43:15","date_gmt":"2025-12-28T14:43:15","guid":{"rendered":"https:\/\/www.rawchili.com\/nfl\/635328\/"},"modified":"2025-12-28T14:43:15","modified_gmt":"2025-12-28T14:43:15","slug":"how-college-footballs-seismic-shifts-are-impacting-rose-bowl-game-and-giant-new-years-day-parade-pasadena-star-news","status":"publish","type":"post","link":"https:\/\/www.rawchili.com\/nfl\/635328\/","title":{"rendered":"How college football\u2019s seismic shifts are impacting Rose Bowl Game and giant New Year\u2019s Day parade \u2013 Pasadena Star News"},"content":{"rendered":"

\"ThePasadena\u2019s Rose Bowl hosts the college football game known as “The Granddaddy of Them All.” (Photo by Dean Musgrove, Los Angeles Daily News\/SCNG)<\/p>\n

It was 1946 in the Crown City \u2013 the proud home of the Rose Bowl and the Rose Parade.<\/a><\/p>\n

The parade\u2019s theme rang out that year, \u201cVictory, Unity, Peace\u201d \u2013 a theme sparking the birth of new aspirations for a war-weary nation.<\/p>\n

Pasadena\u2019s Rose Bowl \u2013 later known as \u201cThe Granddaddy of Them All\u201d \u2013 and its giant spectacle of a parade were right at the center of this new era, with all the pomp and tradition it could muster.<\/p>\n

Something else was born that year: An exclusive agreement between the Tournament of Roses, the Big Ten Conference and the precursor to the Pac-12, already nascent juggernaut leagues in the college sports world.<\/p>\n

For decades, that pioneering pact fueled Pasadena\u2019s prominence as an epicenter of the college football universe on New Year\u2019s Day \u2013 from USC\u2019s multi-decade march to Rose Bowl Game royalty to UCLA\u2019s stunning dominance on New Year\u2019s Day in the 1980s.<\/p>\n

\"TheThe College Football Playoff logo is shown on the field at AT&T Stadium before the Rose Bowl NCAA college football game between Notre Dame and Alabama in Arlington, Texas, Jan. 1, 2021. (AP Photo\/Roger Steinman, File)<\/p>\n

It was lucrative for the conferences and the Tournament of Roses, as over decades it would generate billions of dollars tied to broadcast rights to the conferences while the organization took a robust \u201cmanagement fee\u201d from the arrangement.<\/p>\n

Big money. Big time.<\/p>\n

Over the years, the money generated became the Tournament\u2019s biggest source of revenue each year, making the Rose Bowl Game the largest payout of any postseason bowl.<\/p>\n

But all along, the clock was ticking.<\/p>\n

After next year\u2019s game, the direct \u201crelationship\u201d with ESPN over media rights that has benefited the Tournament of Roses for so long will end, a result of the massive surge of change in college football and its expanding playoffs over the past 10 years.<\/p>\n

The Jan. 1, 2026, Rose Bowl Game is the final year that it will be tied to that long-held agreement.<\/p>\n

Starting Jan. 1, 2027, it all shifts to the College Football Playoff (CFP), which will begin to manage all of the broadcast agreements for the so-called \u201cNew Year\u2019s Six,\u201d including the Rose Bowl Game.<\/p>\n

\"AA bronze statue dedicated to Terry Donahue, the winningest coach in UCLA football and Pac-12 Conference history is unveiled in a ceremony at the Rose Bowl Stadium on Friday, October 27, 2023. (Photo by David Crane, Los Angeles Daily News\/SCNG)<\/p>\n

Leaders knew this moment was coming, but it hasn\u2019t blunted the impact of the forces on college football and its stakeholders, such as the Tournament.<\/p>\n

\u201cThis is a cataclysmic shift in college athletics,\u201d said David Eads, CEO of the Tournament of Roses. \u201cIt\u2019s not just about the Rose Bowl Game. It\u2019s about all the bowl games. It\u2019s about how players are being paid.\u00a0It\u2019s about NIL. It\u2019s about all those things coming to a head.\u201d<\/p>\n

Tournament officials stress that they are \u201cexcited\u201d about the changes and the future under the CFP \u2013 a moment they say they had to meet to guarantee marquee, consequential New Year\u2019s Day matchups in Pasadena each year.<\/p>\n

But the fate of the old agreement, and the new deals that will succeed it, will cause a big financial blow for the Tournament of Roses, which is already re-adapting not just the future of Southern California\u2019s beloved bowl game at a landmark stadium, but of the massive global spectacle that precedes it: The Rose Parade<\/a>. And still others, from city business leaders to elected officials, are tuning in to how the change will impact the short- and long-term future of the small city with the big aura that woos the eyes and ears of the world every Jan. 1.<\/p>\n

\"FILE(AP Photo\/Jenny Kane, FIle)<\/p>\n

\u201cThe changes taking place today are definitely impacting us, the work we do and how we do it, and causing us to shift our models that we\u2019ve used for many years,\u201d Eads said.<\/p>\n

A big deal, and big change<\/p>\n

Eads was in the room Dec. 4 at the Hilton Pasadena with dozens of community leaders and business representatives for the annual Pasadena Chamber of Commerce President\u2019s Breakfast.<\/p>\n

Held just weeks before Jan. 1 each year, it\u2019s often a moment of ceremonial vibes. A graceful Rose Court<\/a> is introduced to the audience, sitting at nicely curated, big, round tables. Speeches from the chamber\u2019s leaders give way to a keynote from the Tournament of Roses president.<\/p>\n

This year, Tournament President Mark Leavens began in a familiar, jovial form \u2013 how he came up with this year\u2019s Rose Parade theme<\/a>, and an interesting tale on how he chose Lakers legend Earvin \u201cMagic\u201d Johnson<\/a> as this year\u2019s Rose Parade grand marshal.<\/p>\n

The din of forks and knives on plates hushed as attendees paused to hear Leavens, himself a longtime volunteer and leader in the Tournament, shift into the hard facts of the end of a prized ESPN contract<\/a>, with big money at play and the impact on his beloved Tournament association, which has managed it all for so long.<\/p>\n

\"TournamentTournament of Roses Association President, Mark Leavens, speaks during the Pasadena Chamber of Commerce\u2019s Annual President\u2019s Breakfast at the Pasadena Hilton on Thursday, Dec. 4, 2025. (Photo by Trevor Stamp, Contributing Photographer)<\/p>\n

The bottom line, Leavens said: This January\u2019s Rose Bowl Game will be the last one under the kind of direct, long and lucrative broadcast pact the Tournament has had with ESPN, meaning the College Football Playoff apparatus would take ownership of the deal and manage the college football playoffs and major bowl games \u2013 Cotton, Fiesta, Orange, Peach, Rose and Sugar.<\/p>\n

The change means a 25% hit to the Tournament\u2019s $20 million operating budget, and $3 million to $5 million less in management fee revenue starting in 2027.<\/p>\n

Over time, such revenue has added up.<\/p>\n

Under the about-to-end deal with ESPN, signed all the way back in June 2012, intake from games ranged from $80 million to $100 million each year over the years.<\/p>\n

Over the last 50 years, Leavens said, through such distributions to the Rose Bowl Game, \u201cwe\u2019ve contributed over $1.7 billion to the Pac-12 and Big Ten conferences.\u201d<\/p>\n

The ability to negotiate media rights directly with the broadcaster \u2013 in this case ESPN \u2013 was huge.<\/p>\n

While most of the money was passed through to the conferences, the Tournament benefited from its chunk, and so did its New Year\u2019s Day planning.<\/p>\n

\u201cIt was a real partnership,\u201d Eads said, noting a board with representatives from the Tournament and the two conferences, \u201cthat made decisions around our game, our ticket pricing and how the game would be put on and the rules around the game.\u201d<\/p>\n

There was a tone of closeness \u2013 \u201cfamily\u201d \u2013 in 2012, when Libby Wright, then chair of the local Rose Bowl Management Committee noted in a press release announcing the deal: \u201cThe Tournament of Roses is thrilled to extend our agreement with ESPN to broadcast the Rose Bowl Game. Since 1989, the Rose Bowl Game has witnessed tremendous success with our partners at ESPN, which includes year-round, multi-platform promotion.<\/p>\n

\u201cAs we prepare for the 100th Rose Bowl Game in 2014, we look forward to new beginnings with a partner we consider family and continuing to showcase to the world the passion, strength, tradition and honor unique to our game.\u201d<\/p>\n

Family. Tradition. Unique. \u2026 Rose Bowl Game.<\/p>\n

But since then, the college football system has been full of seismic \u201cnew beginnings.\u201d<\/p>\n

Through a transfer portal<\/a>, college players can now transfer immediately to other schools, creating a kind of \u201cfree agency\u201d once only the domain of professional athletes. While it gives players freedom of mobility, and teams the ability to upgrade fast, it discourages longer term development and team stability.<\/p>\n

College athletes are now paid, through \u201cName, Image and Likeness\u201d (NIL) deals that allow compensation.<\/p>\n

The specter of UCLA\u2019s football team flirting with moving from the Rose Bowl Stadium to SoFi Stadium for home games is a corollary moment in a world where, amid the changes, high-profile college teams seek more exposure and dollars.<\/p>\n

\"TheThe morning after Super Bowl LVI the SoFi Stadium is quiet with only a few fans milling about and clean up crews working on dismantling the set up in Inglewood on Monday, February 14, 2022. (Photo by Brittany Murray, Press-Telegram\/SCNG)<\/p>\n

And then there\u2019s the surging force: the playoff and its expanding format.<\/p>\n

For years, the\u00a0Rose Bowl Game in Pasadena was always in the mix for hosting a championship.<\/p>\n

The Bowl Championship Series was played from 1999 to 2014, attempting to match the top-ranked teams in a national championship game. Venues rotated with the Rose Bowl hosting the title game in 2002, 2006, 2010 and 2014.<\/p>\n

From 2015 to 2023, the first College Football Playoff included four teams and two semifinal games to determine a championship. The final championship game in this format was played at SoFi Stadium in 2023.<\/p>\n

Then 2024 brought a surge: The field expanded to 12 teams with the quarterfinals and semifinals hosted by the New Year\u2019s Six (the Cotton, Fiesta, Orange, Peach, Rose and Sugar bowls), with the championship game at a separately determined neutral site.<\/p>\n

It\u2019s a long way from 1902, when the first Rose Bowl Game was played in Pasadena, between Michigan and Stanford. (Michigan\u2019s rout that day, 49-0, over Stanford was said to be so over the top that future games were replaced with Roman-style chariot races, inspired by the literary classic Ben-Hur. Football eventually came back permanently to the Tournament in 1916).<\/p>\n

Along the way, the importance of bowl games has shifted since the realigning of conferences and the dilution of the Pac-12 as a power conference, the expansion of College Football Playoff, changes to the transfer portal dates and teams declining to participate in non-playoff games.<\/p>\n

The Pac-12 \u2013 once the domain of giants such as UCLA and USC, who went to the Big Ten in pursuit of better media rights deals and exposure and recruiting chances \u2013 itself was whittled to only Oregon State and Washington State. (The conference will reportedly expand next year).<\/p>\n

\"TheThe statue of UCLA coach Terry Donahue is surrounded by 151 bronze roses of varying shapes and sizes near the Rose Bowl. (Photo by David Crane, Los Angeles Daily News\/SCNG)
\nBrand vs. tradition<\/p>\n

The changes have set the context for the Tournament of Roses, which now finds itself \u2013 like the universities shifting out of the Pac-12 for more exposure \u2013 having to act to maintain the Tournament\u2019s brand at a time when, as Eads noted, \u201cnow, we\u2019re basically fee for service.\u201d<\/p>\n

The CFP pays the Tournament what will now be a \u201csignificantly reduced\u201d fee to put on a quarterfinal at the Rose Bowl.<\/p>\n

Much is at stake as the Tournament adapts. Many are sensitive to maintaining the luster of the game amid so much change. For many, the Rose Bowl Game brand is inseparable from tradition and a sense of place.<\/p>\n

\u201cIt\u2019s kind of part of this sports business Darwinism almost,\u201d said David M. Carter, adjunct professor of sports business at USC and principal at The Sports Business Group, a consultancy firm. \u201cIt\u2019s proving to be the survival of the financial fittest. Not necessarily those with rich histories and traditions.\u201d<\/p>\n

Even as Pasadena officials say they are moving to maintain that tradition, Carter \u2014 whose work has included consulting with the Rose Bowl Operating Company \u2014 said the Tournament is among groups across the country feeling the impact of the game\u2019s changing incentives.<\/p>\n

The Rose Bowl Game and the parade that precedes it are huge economic drivers in the region, to the tune of $245 million and more than 2,000 jobs, Leavens said.<\/p>\n

Cities that rely on bowl games for branding and tourism are feeling the hit of \u201cunintended consequences\u201d of the evolution, Carter said.<\/p>\n

\u201cIf you look around the country, you can start to see this changing bowl structure is having downstream effects on bowl committees, which you can softly consider the TofR that,\u201d Carter said.<\/p>\n

Carter noted too the impact on the luster and relevance of bowl games in general.<\/p>\n

\u201cMany of them are losing relevance,\u201d he said. \u201cThere\u2019s an overhaul of the bowl system going on now, where a lot those bowl games just really lack any athletic relevance, but they do carry some benefit to sponsors that still would like to be involved in these down-the-dial bowl games.\u201d<\/p>\n

But there\u2019s also the big-time programs\u2019 reactions to the changes, which many say impact that relevance.<\/p>\n

Notre Dame recently stunned the college football world by opting out of any postseason contests after the team was snubbed from playoff consideration by the CFP selection committee.<\/p>\n

That prompted further criticism of the committee\u2019s decision and process, and raised more questions over the future relevance of the Bowl games themselves.<\/p>\n

Local leaders and experts push back on the most dire scenarios of what could happen to games such as the Rose Bowl. They defend its luster and pledge ongoing fidelity to the grandeur of the game. But many are sensitive to the impact of changing incentives in college sports, and the unintended impacts in the long term.<\/p>\n

On one hand, they say the Rose Bowl Game will always be a giant tradition in Pasadena, but there is a strand of lament over a loss of control, and over the potential domino effects if, for instance, UCLA would successfully be able to get out of its football contract with Pasadena and its Rose Bowl stadium and move its home games to SoFi Stadium in Inglewood.<\/p>\n

Pasadena Mayor Victor Gordo, who grew up with the game and the parade in Pasadena and whose city is embroiled in the emerging legal battle to keep UCLA playing in the city, said \u201cthe Rose Parade and the Rose Bowl Game are very important to and inseparable from Pasadena\u2019s brand and identity.\u201d<\/p>\n

There\u2019s faith in the Tournament\u2019s ability to maintain the brand and the tradition. But that faith is mixed with the impact of today\u2019s changes some 20 years down the road.<\/p>\n

\u201cThe worry is that with the College Football Playoff group driving decisions now, maybe not in the near future but sometime in the future, they may think like other bowl games the name is the important part, not where it\u2019s played,\u201d said Paul Little, president of the Pasadena Chamber of Commerce.<\/p>\n

\"MembersMembers of the Rancho Verde Crimson Regiment perform during the 136th Rose Parade in Pasadena on Wednesday, Jan. 1, 2025. (Photo by Libby Cline-Birmingham, Contributing Photographer)<\/p>\n

Carter pointed to the fate of the Orange Bowl, which for years was steeped in tradition at Miami Field, only to move to Hard Rock Stadium in Miami Gardens.<\/p>\n

\u201cDon\u2019t get me wrong, I\u2019m not suggesting that\u2019s on the horizon for the Rose Bowl, I\u2019m just saying that\u2019s a historical example of people thinking, \u2018How could a bowl game that shares the same name as the venue and had such a rich, amazing legacy as the Orange Bowl end up not just an afterthought but actually no longer existing?\u2019\u201d Carter said.<\/p>\n

Eads said his organization is rolling with the changes, and he\u2019s pushing back on doomsday scenarios.<\/p>\n

\"DavidDavid Eads, Tournament of Roses CEO welcomes community members during the Pasadena Tournament of Roses Community Open House celebration at the Tournament House in Pasadena on Sunday, Nov. 10, 2024. (Photo by Libby Cline-Birmingham, Contributing Photographer)<\/p>\n

He acknowledged the challenge of maintaining the tradition and the game\u2019s luster amid a surge of changing rules and contracts. But he said his organization is determined to maintain that luster.<\/p>\n

\u201cWe work really hard to safeguard our brands,\u201d he said. \u201cWe\u2019re excited to be part of the CFP playoffs. We understand that that\u2019s something we definitely want to be part of and not not be a part of.<\/p>\n

\u201cA lot of people feel like the Rose Bowl Stadium should be hosting the National Championship every year. So, it\u2019s got a place in history that people have affinity for, admire and want to be a part of. So, we\u2019ll continue to work on that. We believe we can maintain the value of our brands, even if it\u2019s this new CFP model.\u201d<\/p>\n

He was emphatic about the geography:<\/p>\n

\u201cLet me set the record straight. The game will always be held in Pasadena at the Rose Bowl stadium,\u201d he said.<\/p>\n

Moving forward, though, many see the playoff change as an opportunity to add to the tradition and maintain the brand \u2013 including the CFP itself.<\/p>\n

\u201cWe believe the expansion of the College Football Playoff presents a real opportunity to strengthen the reputation and impact of our bowl partners,\u201d said Rich Clark, executive director of the College Football Playoff, in a written statement to the Southern California News Group.<\/p>\n

\u201cThe local committees and host organizations have always been an essential part of what makes postseason college football special, and that won\u2019t change,\u201d he added.<\/p>\n

Clark, a retired U.S. Air Force lieutenant general who in his college days excelled as a defensive lineman and in academics at the U.S. Air Force Academy, said his own bowl game experiences have bolstered his own appreciation for what the bowl games mean for fans, players and coaches.<\/p>\n

\u201cAt the CFP, we are committed to working closely with the Tournament of Roses to ensure the Rose Bowl Game remains a vibrant, meaningful event for student-athletes, fans, and the local communities, and we believe the changes ahead only serve to elevate the profile and value of the bowls within the broader college football postseason,\u201d he said.<\/p>\n

Eads and other local officials say they are happy to be working with the CFP, noting \u201cthey\u2019ve been great partners since the start of the playoff in 2014.\u201d<\/p>\n

Moment of truth<\/p>\n

Gordo said he was \u201cdisheartened\u201d by a deal that transferred ownership of the old agreement to the CFP.<\/p>\n

But the expanding playoff structure and the end of the long-held contract was a kind of moment of truth for the Tournament, one tournament officials had to embrace, they said.<\/p>\n

The Tournament and the local bowl committee could have opted out of the College Football Playoff altogether. But it would have meant local bowl organizers would have had to secure their own broadcast partner for a game that would have featured teams all ranked outside of the top 12. Moreover, it would have been competing for audience with the playoff games on Jan. 1, Eads said.<\/p>\n

It took a minute though.<\/p>\n

Three years ago, as the CFP was looking to expand the playoff to 12 teams, it was the Tournament and the CFP still negotiating<\/a> over issues such as the time of the Rose Bowl Game in one of the most lucrative time windows in college sports \u2013 afternoon on New Year\u2019s Day. The Tournament was seeking to hold on to its long-held 2 p.m. start time for when the stadium hosts semifinal games. It reportedly caused a measure of frustration with the CFP, with concerns that Rose Bowl organizers were trying to dictate when big-time bowl games were played across the country.<\/p>\n

\u201cYou start out with the Rose Parade, and on the same day you have the Rose Bowl Game to celebrate the start of the New Year,\u201d Laura Farber, chair of the Rose Bowl Management Committee, is quoted as saying at the time. \u201cIt\u2019s not only tradition, it\u2019s part of the brand, and who we are, and what has been built since 1903.\u201d<\/p>\n

Ultimately, the Rose Bowl Game being part of the Playoff system \u201cmade the most sense,\u201d as a quarterfinal or semifinal, Eads said.<\/p>\n

\u201cThis guarantees that we have top teams playing in a marquee matchup in Pasadena every year,\u201d he said. \u201cAll parties agreed that this made the most sense for the future of the Rose Bowl Game.\u201d<\/p>\n

Notable this year, though, is that the Rose Bowl Game \u2013 a playoff quarterfinal between top-seeded Big Ten champion Indiana and ninth-seeded Alabama \u2013\u00a0will start an hour earlier, at 1 p.m., in an attempt to capture advertising revenue from the game being earlier on the East Coast, Leavens said.<\/p>\n

More like Netflix, less like Blockbuster<\/p>\n

Eads said the Tournament of Roses is looking to meet the moment, rolling with the punches and the evolution of the game.<\/p>\n

He likened the moment to Netflix adopting to the digital age in a way Blockbuster didn\u2019t.<\/p>\n

\u201cBlockbuster didn\u2019t adjust to the environment. Netflix adjusted to a digital model and they are strong today,\u201d he said.<\/p>\n

\u201cWe\u2019re in a very similar situation. Our role has changed. We can\u2019t control what those changes are, but we can adapt to them, and that\u2019s what we\u2019ve been working on over the past year or two, knowing that this day was going to come.<\/p>\n

\"QuarterbackQuarterback Jayden Maiava #14 of the USC Trojans strong arms defensive back Key Lawrence #4 of the UCLA Bruins in the second half of a NCAA football game at the Los Angeles Memorial Coliseum in Los Angeles on Saturday, November 29, 2025. (Photo by Keith Birmingham, Pasadena Star-News\/ SCNG)<\/p>\n

That adjustment will be an uphill climb \u2013 which has already begun \u2013 to make up for the hit the Tournament is taking.<\/p>\n

Revenue from the bowl game has always made up for losses in the Rose Parade, he said. And in a way, it\u2019s the programming around the parade itself that is and will see changes.<\/p>\n

While the parade does generate some sponsorship revenue and modest entry fees, those revenues don\u2019t fully cover the cost.<\/p>\n

\u201cHistorically, the game has always helped bridged that gap,\u201d Eads said. \u201cWhen I say historically, I mean for 111 years the game has bridged that gap. The game made money, the parade lost money, but at the end of the year the TofR was in the black.<\/p>\n

\u201cSo that\u2019s where we\u2019re having to adjust to a new financial model.\u201d<\/p>\n

That model is about quickly pivoting to find new sources of revenue but also reining in expenses where it can.<\/p>\n

\u201cWe\u2019ve kind of taken on the mantra of \u2018if the activity we do doesn\u2019t get the parade in the street or the game in the stadium, then we have to question why we are spending money on whatever the initiative or the program is,\u2019\u201d he said. \u201cThe community will see changes in what we do and the events we do. Because we\u2019re just not able to operate at the level we have in the past, because we\u2019re in this new situation.\u201d<\/p>\n

Knowing the clock would eventually run out on the mega-ESPN contract and the hefty management fee contracts with the conferences, the Tournament has already been moving on changes.<\/p>\n

For instance, parade performances have expanded into four or five segments. And on Jan. 1, they will expand from two to three mid-parade performances.<\/p>\n

\u201cThese are all sponsorable assets,\u201d Eads said. \u201cThat\u2019s new revenue we\u2019ve never had before.\u201d<\/p>\n

Two years ago, the Tournament launched its own parade livestream, with current aspirations of landing that stream on a major platform, say Amazon or Netflix, to generate major revenue sharing.<\/p>\n

This Jan. 1 will be the third lulelemon Run With the Roses 5K, a New Year\u2019s Eve midnight event that has drawn thousands of runners on Colorado Boulevard in the dark hours before the parade.<\/p>\n

Last year, Floatfest \u2013 the famous post-parade float exhibition \u2013 has expanded to a third day, meaning an extra day of ticket sales.<\/p>\n

Tournament officials are also cutting expenses to keep up, eliminating events and downsizing staff where possible.<\/p>\n

The Tournament\u2019s traditional Royal Ball was cut two years ago. Operating committees have seen their expenses reduced. The Tournament\u2019s Football Committee, which once traveled to Big Ten and Pac-12 games throughout the year, has limited its travel.<\/p>\n

\"HeadHead coach Ryan Day of the Ohio State Buckeyes hoists up the Leishman Trophy after defeating the Oregon Ducks 41-21 to win the 111th Rose Bowl CFP quarterfinal playoff football game in Pasadena on Wednesday, January 1, 2025. (Photo by Keith Birmingham, Orange County Register\/ SCNG)<\/p>\n

Leavens also pointed to an endowment the Tournament of Roses started. It leverages the goodwill of fans and donors who want to see the Bowl game and parade thrive.<\/p>\n

And there\u2019s also security costs, which make up a huge bulk of parade expense. That has led to talks with the city and other stakeholders.<\/p>\n

\u201cWe\u2019re talking to all of our partners at all levels to help us figure out how we\u2019re going to navigate this new reality we face underneath this new CFP model,\u201d Eads said.<\/p>\n

\u201cWe know there\u2019s not a simple fix,\u201d Eads added, citing the fragile \u201cbalance\u201d of growing an audience and generating revenue.<\/p>\n

The scope of re-imagining is wide, Eads noted.<\/p>\n

\u201cI think you have to take a look everything. The location of the parade. Where it\u2019s being held. Does it have to be 5.5 miles long? Can we reduce our security costs?\u201d he said. \u201cAgain, nothing has been resolved. But we have to look underneath every stone to find the right way to move forward and to navigate the situation.\u201d<\/p>\n

Sports Senior Editor Tom Moore contributed to this report.<\/p>\n","protected":false},"excerpt":{"rendered":"Pasadena\u2019s Rose Bowl hosts the college football game known as “The Granddaddy of Them All.” (Photo by Dean…\n","protected":false},"author":2,"featured_media":635329,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[61,1443,331,339,7,9681,49,48,88,6091,684,685,93092,93093,9,1004],"class_list":{"0":"post-635328","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ncaa-football","8":"tag-big-ten-conference","9":"tag-california","10":"tag-college-football","11":"tag-college-sports","12":"tag-football","13":"tag-los-angeles-county","14":"tag-ncaa","15":"tag-ncaa-football","16":"tag-news","17":"tag-pac-12","18":"tag-pasadena","19":"tag-rose-bowl","20":"tag-rose-parade","21":"tag-san-gabriel-valley","22":"tag-sports","23":"tag-top-stories"},"share_on_mastodon":{"url":"https:\/\/channels.im\/@nfl\/115797728242039750","error":""},"_links":{"self":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/posts\/635328","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/comments?post=635328"}],"version-history":[{"count":0,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/posts\/635328\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/media\/635329"}],"wp:attachment":[{"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/media?parent=635328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/categories?post=635328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rawchili.com\/nfl\/wp-json\/wp\/v2\/tags?post=635328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}