Yahoo Sports· 2h ago· 1 min read
PASADENA, CALIFORNIA - DECEMBER 27: In an aerial view, the Rose Bowl Stadium is seen as preparations are made for the Rose Bowl game, on December 27, 2023 in Pasadena, California. The College Football Playoff Semifinal game will pit Big Ten Conference campions, Michigan Wolverines, against Southeastern Conference champions, No. 4 Alabama Crimson Tide. The Rose Bowl game follows the 134th Tournament of Roses Rose Parade on January 1, 2024. (Photo by David McNew/Getty Images)
Getty Images CEO Jens Weiden explains how America's most iconic stadium became one of sports business' most innovative venues—and why its greatest asset isn't the football field. (This is part 1 of a story based on a Forbes exclusive interview with Jens Weiden July 9, 2026. All quotes are taken directly from a transcript of the interview.)
Long before the opening kickoff, television cameras begin telling the…
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