Rose Bowl named 'Spieker Field' after UCLA alum donates $10 million
From now on, the field at the Rose Bowl will be known not simply as "The Rose Bowl," but "Spieker Field."
The name change for one of college football's most iconic sites came following a $10 million donation from UCLA alumni Tod Spieker and his family on Tuesday, according to Kyle Bonagura of ESPN. The exterior of the Rose Bowl will remain untouched following the renaming, however Spieker's name will be seen in various places inside the building as well as on the hedges on either side of the field.
Executive director of the Rose Bowl Legacy Foundation Dedan Brozino stated emphatically that the Rose Bowl name was never up for sale, nor will it ever be.
"The Rose Bowl name is not for sale. The Rose Bowl marquee is not for sale. That's not what we're talking about here," Brozino said. "A lot of stadiums and venues look at the potential revenue streams that can be afforded to them through opportunities like this. We're the Rose Bowl.
"We didn't feel like commercializing ourselves or affiliating with a corporate partner was the right thing to do. There is a certain classiness and panache about the Rose Bowl. It's hallowed ground for over 100 million people."
In addition to acquiring name rights to the field, Spieker's donation acts as the beginning of a fundraising campaign that has a goal of $40 million in the next five years. The campaign will address a number of improvements to the field, including lighting and replacement of the pink seats inside the stadium, among other ideas.