Fiesta Bowl Parade unveils Phoenix Children’s as title partner for 2027

The Fiesta Bowl Parade unveiled a new title partner for 2027: Phoenix Children’s, the state’s largest pediatric healthcare system.

The 54th annual spectacle is officially known as the Phoenix Children’s Fiesta Bowl Parade presented by Lerner & Rowe, the Fiesta Sports Foundation announced Wednesday.

“We’re excited, because what’s better than kids and parades?” Erik Moses, executive director and CEO of the Fiesta Sports Foundation, told KTAR News 92.3 FM’s The Mike Broomhead Show on Thursday.

Law firm Lerner & Rowe has been the parade’s presenting partner for several years.

In September, the Fiesta Sports Foundation launched a premium partnership platform called Circle of Champions, with Phoenix Children’s as the inaugural founding partner.

“They are dedicated to improving the health of a generation … and who can’t get behind that mission?” Moses said.

The Circle of Champions partnership included naming rights for a signature event. The event turned out to be the Fiesta Bowl Parade, which will march through the streets of central Phoenix on Jan. 2.

Community groups and marching bands interested in participating in the parade have until Oct. 16 to apply. Application forms are available on the event’s website.

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