Phoenix Children’s Elevates its Parade Integration by Becoming New Title Partner
as part of Circle of Champions
Community Groups Invited to Participate in 54th Annual Parade Through Central Phoenix
SCOTTSDALE [October 7, 2026] - Starting a new chapter in the storied history of the Fiesta Bowl Parade, Phoenix Children’s and Fiesta Sports Foundation are expanding on a 15-plus year partnership to serve Arizona children and families, as the state’s preeminent children’s healthcare provider becomes the title partner of one of Arizona’s most celebrated events. The 54th annual Phoenix Children’s Fiesta Bowl Parade presented by Lerner & Rowe will close out an exciting week of bowl season festivities with a Saturday, Jan. 2, 2027, march through Central Phoenix, starting at 10 a.m.
As the centerpiece of its Circle of Champions premier partnership, Phoenix Children’s will help further elevate the Parade and create new opportunities to celebrate children, families and communities throughout Parade week. This builds on Phoenix Children’s ongoing inclusion in the Fiesta Bowl Parade and this year’s entry will feature a new customized float design.
“Phoenix Children’s and Fiesta Sports Foundation share a commitment to showing up for Arizona’s kids and families in meaningful ways,” said John R. Nickens IV, President and CEO of Phoenix Children’s. “This partnership reflects how we’re going ALL IN to take that commitment beyond our walls and into the community. We’re building on a partnership that has delivered real impact for more than a decade, and we’re just getting started. Together, we can reach more families, strengthen communities and improve the health of a generation.”
The 1.5-mile Parade is the finale of the action-packed seven days of bowl week activities. It starts with the Cactus Bowl on Saturday, Dec. 26, in Tempe, followed by the College Football Playoff (CFP) Quarterfinal at the Vrbo Fiesta Bowl on Wednesday, Dec. 30. Three days later, the traditional pageantry that attendees have grown to love for more than 50 years will be staged.
Fiesta Sports Foundation has partnered with Phoenix Children’s since 2011, with nearly $1 million in financial contributions from the Foundation to advance pediatric emergency and trauma care, inclusive play and innovative patient experiences. The longstanding relationship also includes more than 11 years of Give-A-Thon support, hospital visits, Fiesta Bowl Parade participation and other community efforts benefiting Arizona children and families.
“Everyone in Arizona should be excited to experience the next chapter and amazing pageantry of the Phoenix Children’s Fiesta Bowl Parade presented by Lerner & Rowe. Phoenix Children’s has already come forward with new ideas to elevate the Parade as an engaged partner, exactly as our Circle of Champions was designed to be,” said Fiesta Sports Foundation Executive Director & CEO Erik Moses. “The Parade is an incredible way to kick off the new year, and we invite community groups, companies, bands and other Arizonans to apply and be participants in a beloved event that creates lifelong memories for children and families.”
Interested community groups and participants may apply for entry into this year’s Parade here, while marching bands should access their application here. Applications for all entries must be submitted by Friday, October 16, 2026, at 5 p.m. PHX time.
Additionally, for those interested in supporting the parade or learning more about partnership opportunities, please reach out to Parade [at] fiestasports.org (Parade[at]fiestasports[dot]org).
“Lerner & Rowe is proud to continue supporting a beloved Arizona tradition that brings families and communities together each year,” said Kevin Rowe, founder of Lerner & Rowe Gives Back. “We are thrilled to welcome Phoenix Children’s as the title partner of the Fiesta Bowl Parade. Their commitment to improving the lives of children and families across Arizona closely aligns with our own mission, and we look forward to celebrating the positive impact the Fiesta Bowl Parade has in our community.”
Each year, more than 3,000 men, women, children and animals participate in the Phoenix Children’s Fiesta Bowl Parade, One of Arizona’s most beloved holiday traditions is free of charge for all attendees. The Parade features larger-than-life balloons, elaborate floats, marching bands, friendly animals, community groups and more.
This year’s Grand Marshal and special guests will be announced later this fall. WWE Superstar and Scottsdale Chaparral High School alumna Nikki Bella served as Grand Marshal in 2025. She joined an esteemed list of past Grand Marshals that includes Charles Barkley, Jerry Colangelo, Alice Cooper, Richard Jefferson, Randy Johnson, Al McCoy, Jake Plummer, Anthony Robles, Kerri Strug, Diana Taurasi and more.
For those unable to enjoy the 2026-27 Phoenix Children’s Fiesta Bowl Parade presented by Lerner & Rowe in person, the Parade will be broadcast statewide live on Arizona’s Family 3TV, Arizona’s Family Sports Network and across its digital platforms.
For more information about the Phoenix Children’s Fiesta Bowl Parade presented by Lerner & Rowe and the application process, please visit www.FiestaSportsFoundation.org/Parade.
ABOUT FIESTA SPORTS FOUNDATION
Since its inception in 1971, the Fiesta Sports Foundation has been a world-class community organization that executes innovative experiences, drives economic growth and champions charitable causes, inspiring pride in all Arizonans during and outside of college football bowl season. As a nonprofit organization, it is driven by its vision to create unforgettable experiences through world-class sporting events, unparalleled hospitality and life-changing community impact. Through the Vrbo Fiesta Bowl, Cactus Bowl and its year-round events, including the Phoenix Children’s Fiesta Bowl Parade presented by Lerner & Rowe, corporate partnerships and numerous community events throughout the year, the Foundation provides charitable resources to support Arizona nonprofit organizations that serve communities through a focus on youth, sports and education. Learn more at www.FiestaSportsFoundation.org and @Fiesta_Bowl on X/Instagram.
ABOUT PHOENIX CHILDREN’S
Phoenix Children’s is one of the nation's largest pediatric health systems. It comprises Phoenix Children's Hospital – Thomas Campus, Phoenix Children's Hospital – Arrowhead Campus, Phoenix Children's Hospital – East Valley, Phoenix Children's – Avondale Campus, four pediatric specialty and urgent care centers, 12 community pediatric practices, 20 outpatient clinics, two ambulatory surgery centers and seven community-service outpatient clinics throughout the state of Arizona. The system provides world-class inpatient, outpatient, trauma, emergency and urgent care and has been serving children and families for more than 40 years. Phoenix Children's Care Network includes more than 1,405 pediatric primary care providers and specialists who deliver care across more than 75 subspecialties. Alongside our colleagues, collaborators and communities, we're elevating pediatric care, education and innovation, so we can all grow healthier together. For more information, visit phoenixchildrens.org.