Rose Bowl Situation Gets Huge Update

“UCLA will play the upcoming football season at the Rose Bowl… We know how much game day means to Bruins — to our students, alumni and fans who plan their autumn around Saturdays together. Our priority is delivering a strong season experience for our student-athletes and our community, and we have great momentum in our football program. During this unprecedented time in college athletics, UCLA will always be guided by what’s best for our student-athletes and the Bruin community.”Mary Osako

What Gave?

This announcement comes just a week after CFO Steve Agostini was fired for mishandling UCLA’s deficit. Agostini had been a leading voice in pushing for a move to SoFi. With him no longer in the picture, those supporting a return to the Rose Bowl appear to have gained influence.

The initial push to relocate stemmed from record-low attendance in 2025, along with the potential financial benefits tied to a move. Change needed to happen in Westwood, and those factors made the possibility of relocating a serious consideration.

NFL pipeline

UCLA has also aimed to position itself as a premier pipeline to the NFL. With the addition of head coach Bob Chesney, a move to SoFi — an NFL venue — would have aligned with that vision and potentially provided a recruiting advantage. However, Chesney might have accomplished this without a move.

Today’s players are increasingly drawn to programs that mirror NFL environments. While UCLA has the brand recognition, it has struggled to achieve the consistent success needed to separate itself nationally. A move to SoFi was seen as one way to help bridge that gap.

Following UCLA’s offseason changes, the situation appears to have stabilized. Attendance may improve with a revamped roster, and with Agostini no longer serving as CFO, there are fewer voices advocating for relocation.

While this is likely welcome news for fans who value the tradition of the Rose Bowl, a move to SoFi could still resurface in the future. Vice Chancellor Osako did not outline any long-term plans, leaving the door open for potential changes down the line.

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