New Year’s Day 2027 is going to be unforgettable. College football fans across the country are already counting down the days. On January 1, 2027, one of the most storied stadiums in American sports history will host a high-stakes playoff matchup that could change everything. Whether you are a lifelong fan or a first-time attendee, here is everything you need to know before heading to Pasadena.
The Basics: Date, Location and Kickoff Time
The 113th edition of the Rose Bowl Game is scheduled for Friday, January 1, 2027. The game will be played at the iconic Rose Bowl Stadium, located at 1001 Rose Bowl Drive in Pasadena, California.
The CFP Quarterfinal at the Rose Bowl Game presented by Prudential will take place on January 1, 2027, at the iconic Rose Bowl Stadium in Pasadena, California. The Rose Bowl Game will kick off at either 1:00 p.m. or 5:00 p.m. PT, with the exact time to be confirmed following the CFP bracket announcement on ESPN on Sunday, December 6.
Therefore, fans should keep an eye on ESPN in early December for the confirmed kickoff slot. Planning your travel around either time window in advance is the smartest move.
A Game With Playoff Stakes
This is not just a bowl game. The 2027 edition carries enormous weight in the College Football Playoff picture.
The 113th annual Rose Bowl will be one of the 2026–27 College Football Playoff quarterfinal games, with the winner advancing to the semifinals. That means every yard, every turnover, and every fourth-down decision could determine which team moves closer to a national championship.
The game will feature two of the top-12 teams in college football. This year’s Rose Bowl Game will serve as a CFP Quarterfinal and will feature one of the four highest-seeded teams against the winner of a CFP first-round game.
Additionally, the higher seeded team, ranked one through four, will occupy the west sideline and have their colors painted in the north end zone, while the lower seeded team will occupy the east sideline and have their colors painted in the south end zone. The seating layout mirrors this setup, so fans of each team will naturally be grouped together across the bowl.
The specific teams will not be known until the CFP bracket drops in December. However, the playoff format guarantees that two of the nation’s best programs will face off on one of its grandest stages.
The Venue: A Living Landmark
Few stadiums in America carry as much history as this one. The Rose Bowl Stadium opened on October 28, 1922. It is located at an elevation of 830 feet and has an official capacity of 89,702. The first Rose Bowl Game was played here on January 1, 1923, and the tradition has continued without interruption ever since.
Designed by architect Myron Hunt, the horseshoe-shaped stadium was inspired by the Yale Bowl in New Haven, Connecticut. What started as a modest 57,000-seat venue has transformed into a legendary stadium, hosting some of the most memorable moments in football history.
The stadium has hosted far more than football. This historic national landmark is the home of the UCLA Bruins and has been host to a wide variety of events, including events at the 1932 and 1984 Olympics. In addition, the Rose Bowl has hosted the Super Bowl five times.
A renovation completed in 2013 modernized key facilities while preserving the stadium’s historic character. Phase II renovations planned for 2027 through 2029 will include one of the nation’s largest videoboards and bowl seating improvements. The stadium is also preparing to host Olympic soccer in 2028, its third different Olympic Games.
On a regular UCLA game day, the stadium can feel cavernous. On New Year’s Day, however, it transforms completely. The parade ends, fans pour through the 28 tunnels ringing the seating bowl, and the place becomes exactly what everyone calls it: The Granddaddy of Them All.
The Tournament of Roses Parade: The Day Starts Here
No visit to the game is complete without experiencing the Rose Parade. The Rose Parade is an annual parade held mostly along Colorado Boulevard in Pasadena, California, on New Year’s Day. It has been a Pasadena tradition since 1890.
Each year, the Rose Bowl Game immediately follows the Rose Parade. The two events occur each New Year in Pasadena, California, as part of the Tournament of Roses. The parade typically concludes around 10:00 a.m., giving fans time to make their way to the stadium before gates open.
The day’s schedule for travel package holders generally runs as follows: a 5:00 a.m. departure to the Rose Parade, the parade running from 8:00 a.m. to 10:00 a.m., followed by a transfer to the Rose Bowl, with pre-game hospitality beginning at 11:00 a.m. and gates opening at 12:00 p.m.
The parade is one of the most beloved traditions in American sports culture. Floats decorated entirely with flowers, seeds, and plant materials glide down Colorado Boulevard in a display that draws hundreds of thousands of spectators and millions of television viewers. Starting your New Year’s Day here makes the game feel like the perfect finale to a memorable morning.
Tickets: What You Need to Know
Getting your hands on tickets early is essential. Tickets for the 2027 CFP Quarterfinal at the Rose Bowl Game presented by Prudential will go on sale Wednesday, September 2, at 9:00 a.m. PT via Ticketmaster. A maximum of four tickets per person will be available during the public sale. Individual ticket prices start at $202.90, including fees.
That starting price represents genuine value for a playoff quarterfinal at one of America’s most historic venues. However, prices in the secondary market tend to climb significantly once the competing teams are announced. Buying early through official channels is the most reliable and cost-effective approach.
For fans who want more than just a seat, premium options are available. Official ticket and VIP hospitality packages are available through On Location, the Official Hospitality and Corporate Travel Package Provider for the Rose Bowl Game presented by Prudential. Official experience packages can include Rose Bowl Game tickets, pregame hospitality access inside the Rose Bowl Stadium secured perimeter, premium food and drink, live entertainment, and more.
One of the most exclusive offerings is Club 1902. Club 1902 includes official premium mid-field game tickets, all-inclusive pre-game VIP hospitality with top shelf open bar and food, and a Rose Bowl Game Legend meet and greet.
Additionally, the 2027 CFP Quarterfinal at the Rose Bowl Game presented by Prudential will offer a limited number of tickets for residents of Pasadena later in the year. Local residents should watch for that announcement through official channels.
For travel packages that bundle everything together, multiple providers offer all-in-one solutions. Packages through On Location can include hotel accommodations, game tickets, transportation, and access to pregame hospitality. Official Rose Bowl tickets through On Location are 100 percent guaranteed, so buyers can purchase with confidence knowing their seats are secure.
Getting to the Stadium
Pasadena is a busy city on a normal day. On New Year’s Day, it is unlike anything else. Planning your arrival carefully will save you time and stress.
On January 1st, free shuttle buses are available with bus loading on Pasadena Avenue between Walnut Street and Holly Street. This is the most hassle-free option for fans staying in the Pasadena area. The shuttle drops you close to the stadium and picks you up again after the final whistle.
For fans driving to the game, parking lots open early. Arriving before 9:00 a.m. is advisable if you want to enjoy the full tailgate experience without scrambling for space. The stadium sits within a large park, and the surrounding grounds become a lively gathering point for fans hours before kickoff.
Rideshare services are another popular option. Designated pickup and drop-off zones are located near the stadium perimeter. However, expect surge pricing around the Rose Parade and again around kickoff. Planning your ride for off-peak minutes can make a real difference.
What to Expect on Game Day
Arriving at the Rose Bowl for a New Year’s Day playoff game is an experience unlike almost anything else in sports. The scale of it hits you before you even get inside.
Pre-game activities include tailgates, Rose Queen and Rose Court appearances, and more. The official hospitality village in Lot H is a popular gathering spot for fans with premium packages. It is located directly outside the stadium and offers food, drinks, and live entertainment in a festive, reserved environment.
Inside the stadium, the open-air bowl design provides excellent sightlines from virtually every section. The Bermuda grass field sits at the base of the bowl, surrounded by tiered seating that wraps almost entirely around the field. On a clear January afternoon in Pasadena, with the San Gabriel Mountains visible behind the stadium, the setting alone is worth the trip.
The halftime show is another highlight. Past editions have featured the marching bands of the competing universities putting on elaborate performances that fill the entire field. It is a tradition that connects this game to its century-old roots in a way that no other bowl game can match.
The Sponsorship: Prudential and the CFP
Sponsored by the Prudential financial services company, the game is officially known as the Rose Bowl Game presented by Prudential. Prudential has been a presenting sponsor of the game and brings branded activations and fan experiences to the surrounding area on game day.
The College Football Playoff partnership has added a new dimension to the event. Since 2015, the Rose Bowl Game has been part of the College Football Playoff system. With the expansion to 12 teams in the 2024-25 season, it now serves as either a quarterfinal or semifinal game each year on a rotating basis. This means the stakes are always high. A trip to Pasadena now carries legitimate championship implications.
Why This Game Matters Beyond Football
The Rose Bowl is more than a sporting event. It is a cultural institution. Known as “The Granddaddy of Them All,” the Rose Bowl Game enjoys a rich history as the oldest college bowl game in America. The Rose Bowl Game was first played on January 1, 1902, and was the first ever postseason college football game. Those in attendance that day saw Michigan defeat Stanford 49-0.
More than 120 years later, the game continues to define what a bowl game can be. It sits at the intersection of sport, tradition, community, and spectacle. For many fans, attending the Rose Bowl is a once-in-a-lifetime experience. For others, it is an annual New Year’s ritual.
Either way, January 1, 2027, is a day that will be remembered long after the final score fades.
Conclusion
The 2027 Rose Bowl Game is set to deliver everything that makes this event legendary. On January 1, 2027, two of the nation’s top college football programs will meet at the Rose Bowl Stadium in Pasadena, California, in a CFP Quarterfinal with a spot in the national championship semifinals on the line. Kickoff is expected at either 1:00 p.m. or 5:00 p.m. PT, to be confirmed when the CFP bracket is announced on December 6. Tickets go on public sale via Ticketmaster on September 2, starting at $202.90, with VIP and travel packages available through On Location. The day begins with the Rose Parade along Colorado Boulevard and builds to a game played in a 100-year-old stadium that has hosted the Olympics, the World Cup, and the Super Bowl. This is not simply a football game. It is an American tradition on its grandest stage, and 2027 promises to be one of its finest chapters yet.
Frequently Asked Questions
When is the 2027 Rose Bowl Game and where will it be played?
The game is scheduled for Friday, January 1, 2027, at Rose Bowl Stadium, 1001 Rose Bowl Drive, Pasadena, California. The stadium has a capacity of approximately 89,702 and has hosted the Rose Bowl Game since 1923.
What time does the 2027 Rose Bowl kick off?
The kickoff time will be either 1:00 p.m. or 5:00 p.m. PT. The exact time will be confirmed when the College Football Playoff bracket is announced on ESPN on Sunday, December 6, 2026.
Which teams will play in the 2027 Rose Bowl?
The competing teams will not be known until the CFP bracket is announced on December 6, 2026. The game will feature one of the four highest-seeded teams in the CFP against the winner of a first-round CFP game.
How do I buy tickets for the 2027 Rose Bowl?
Individual tickets go on public sale via Ticketmaster on Wednesday, September 2, 2026, starting at $202.90 including fees. A maximum of four tickets per person applies. VIP hospitality packages are available through On Location at OnLocationExp.com/RoseBowl.
Is the Rose Parade included with game tickets?
Game tickets do not automatically include Rose Parade access. However, many travel packages bundled through providers like On Location, Sports Traveler, and Bucket List Events include both Rose Parade reserved seating and game tickets as part of an all-inclusive package deal.
