Lerner & Rowe was honored to once again serve as the presenting sponsor of the 53rd Annual Vrbo Fiesta Bowl Parade in Phoenix, a premier college football parade in downtown Phoenix that brought thousands of spectators together on Saturday, January 3, 2026. One of the Valley’s most anticipated community traditions, the parade marked an exciting kickoff to Vrbo Fiesta Bowl weekend while celebrating the spirit, pride, and pageantry that define Arizona.
The 1.5-mile parade route featured colorful floats, oversized balloons, high school marching bands, dancers, and community organizations. The Lerner & Rowe float quickly became a crowd favorite, with local team and family members handing out mini footballs and t-shirts as spectators sang along to the familiar tune, “Lerner & Rowe is the way to go—call 9-7-7-1-9-0-0!”
Vrbo Fiesta Bowl Parade Online Experience
The event was also broadcast live on Arizona’s Family (3TV) and widely shared across social media, allowing audiences near and far to join in the celebration of this iconic Phoenix college football event.
WWE Superstar Nikki Bella Leads the Vrbo Fiesta Bowl Parade in Phoenix
Adding star power to the festivities, WWE Superstar Nikki Bella served as Grand Marshal, delighting fans and helping set the tone for a fun and festive morning. Marching bands from across the region showcased their talent, while local nonprofits, civic groups, and volunteers highlighted the diversity and strength of the Phoenix community.
Lerner & Rowe Proud Vrbo Fiesta Bowl Parade Presenting Sponsor
“Community involvement is at the heart of who we are,” said Kevin Rowe, founder of Lerner & Rowe. “The Vrbo Fiesta Bowl Parade is more than a college football tradition. It is an opportunity to celebrate Arizona, support local organizations, and create lasting memories for families throughout the Valley. That is why we are proud to serve as the presenting sponsor year after year of this premier Phoenix college football celebration.”
Photo gallery from 53rd Vrbo Fiesta Bowl Parade in Phoenix:
