Is UCLA Selling Its Soul? Inside the Bruins’ Potential Move to SoFi Stadium

By: Evan Upatham December 15, 2025

Photo Credit: ESPN

For more than forty years, UCLA football has been synonymous with the Rose Bowl, a venue rooted in college football history. However, that relationship has unraveled as the Bruins continue exploring a move from Pasadena to SoFi Stadium in Inglewood, also home to the Los Angeles Chargers and Rams. What appears to be just a stadium upgrade is actually the latest chapter in a financial crisis that has plagued UCLA athletics for nearly a decade.

Despite the school giving its athletic department $30 million in June 2024, it is in millions of dollars in debt. The department’s deficit for the last six fiscal years totaled $219.55 million, an astonishing amount. This, along with declining attendance at the Rose Bowl, has left UCLA searching for new revenue streams. SoFi Stadium, which has superior amenities, premium seating, and a more favorable location for students and Los Angeles-based fans, offers commercial upside that the Rose Bowl simply cannot match.

The financial urgency behind this push has spilled into the public eye. The City of Pasadena and the Rose Bowl Operating Company sued UCLA for attempting to exit a lease that runs until 2044, arguing the move could cause enormous harm to the city. Yet, a judge denied their request for a temporary restraining order, stating that UCLA may continue pursuing the SoFi option while litigation unfolds.

UCLA’s decision to join the Big Ten is another huge factor behind UCLA’s pursuit of SoFi. The Bruins entered the Big Ten for one reason above all: money. The Big Ten’s lucrative media-rights ecosystem, which includes private-equity capital and massive national broadcast deals, offered a chance to stabilize the department’s finances. But the move came with major new costs like cross-country travel, expanded athlete support services, and annual $10 million subsidies paid to UC Berkeley to offset disruptions caused by realignment. While revenue increased, so did expenses. SoFi Stadium is UCLA’s last-ditch attempt to establish a game-day revenue model that aligns with its new conference’s scale and financial expectations.

The situation also underscores a larger trend across college athletics: the shift from historic stadiums toward modern, revenue-maximizing venues. For example, in 2007, the University of Miami moved from the Orange Bowl to Hard Rock Stadium (Miami Dolphins), and in 2020, the University of Las Vegas moved from Sam Boyd Stadium to Allegiant Stadium (Las Vegas Raiders). Yet, these changes have their drawbacks. For generations of alumni, the Rose Bowl is more than a stadium; it is a symbol of UCLA’s identity. Moving away alienates fans who view UCLA and the Rose Bowl hand-in-hand. The criticism has been strong, as many believe the program is prioritizing money over its heritage.

Still, given UCLA’s dire financial situation, the school appears prepared to make difficult decisions. The Bruins’ move to SoFi reflects a university trying to survive and compete at the highest level, even if doing so requires abandoning its history. Whether the gamble pays off remains uncertain, but one thing is clear: UCLA is no longer simply trying to improve its football landscape. It is fighting to save its athletic department, and SoFi Stadium has become the centerpiece of that plan.