The Fiesta Bowl Parade has a new name and a new lead partner heading into 2027. Phoenix Children's Hospital has been named title sponsor of the event, which will now be called the Phoenix Children's Fiesta Bowl Parade, with the march set for Saturday, January 2, 2027, at 10 a.m. down Central Avenue.
The announcement, reported by AZ Family, formalizes a partnership between Phoenix Children's Hospital and the Fiesta Bowl Foundation that organizers say has been building for years. The Fiesta Bowl Foundation announced the parade's new title sponsor and new name, marking a shift from guest participant to namesake for the hospital. The 1.5-mile parade route serves as the finale of a packed week of bowl-season events and effectively concludes bowl season in the Valley, according to the outlet's report.
A Name Change Years in the Making
Phoenix Children's Hospital CEO John Nickens IV said the hospital and the Fiesta Bowl Foundation share a mission of building “a brighter, healthier future for kids,” per the AZ Family report. Nickens also pointed to the hospital's growing footprint in the parade itself, noting, “We had about 50 employees join me last year on the parade,” and hospital staff are expected to participate again this year.
Fiesta Sports Foundation Executive Director and CEO Erik Moses called the partnership “incredible” and said children belong in parades, the station's report notes. Moses also weighed in on the parade's freshly unveiled logo, saying it includes New Orleans style and conveys energy, excitement and fun.
New Orleans Flavor Comes to Central Avenue
Organizers unveiled a new logo for the renamed event, and the design was influenced by a colleague who recently moved to the Valley from New Orleans, the same account states. Phoenix Children's Hospital leaned into that theme further, bringing in New Orleans Mardi Gras expertise to help plan its float for the 2027 procession.
Beyond the parade itself, Phoenix Children's ties to Fiesta Bowl organizers run deeper than a single event. Fiesta Sports Foundation and Phoenix Children's have partnered since 2011, with nearly $1 million in financial contributions supporting pediatric emergency and trauma care, inclusive play and patient experiences, according to the Phoenix Chamber. That longstanding relationship also includes more than 11 years of Give-A-Thon support, hospital visits and Fiesta Bowl Parade participation, the Chamber's release adds.
Hospital Joins Circle of Champions Platform
The parade sponsorship follows a separate announcement last month naming Phoenix Children's the inaugural Founding Partner and official Youth Health and Wellness Partner of the Fiesta Sports Foundation's Circle of Champions platform. Under that arrangement, Phoenix Children's will be integrated year-round across Fiesta Sports Foundation initiatives, including the AED Assistance Program, Wellness Forum, Wishes for Teachers, youth football and community engagement efforts, per the Chamber's announcement.
The foundation says it has provided $35 million in charitable funding to Arizona communities over the last 15 years, reaching all 15 Arizona counties. That broader track record frames the parade sponsorship as one piece of a much larger statewide commitment rather than a standalone marketing deal.
How to Get Involved and Watch
The Fiesta Bowl Foundation is inviting organizations across the Valley to participate in the community event, with community groups, participants and marching bands all eligible to apply for parade entry. Interested organizations have until October 16 at 5 p.m. MST to submit applications.
This year's grand marshal and special guests have not yet been named; the Fiesta Bowl Foundation says those announcements will come later in the fall. Previous grand marshals have included Charles Barkley, Diana Taurasi, Jerry Colangelo, Alice Cooper and, most recently, WWE star Nikki Bella. Fans unable to attend in person can watch the parade broadcast live on Arizona's Family and Arizona's Family Sports Network.
