Legends wins Rose Bowl contract

Rose Bowl officials have selected Legends to sell new premium seats tied to a $170 million renovation of the historic stadium, according to sources familiar with the process.

The deal, pending contract negotiations, has Legends marketing suites, club seats and loge boxes for the next three to four years in Pasadena.

Legends responded to a request for qualifications and proposals issued in July by the Rose Bowl Operating Co., landlord for the 88-year-old home of UCLA football and the Rose Bowl game.  The facility also plays host to the BCS title game every four year.

The Proposal calls for the winning bidder to sell 44 suites, four group skyboxes, 1,428 club seats and 32 four-seat loge boxes, a key part of financing for the project.

City officials must approve a bond sale to support funding before a three-year construction schedule can start in January.  They are expected to act on that measure in October, the RFP said.  The plan is to complete the improvements by the beginning of the 2013 college football season.