sofi stadium

New documents filed Friday in the Rose Bowl’s breach-of-contract case against UCLA that also accuses Kroenke Sports and Entertainment of meddling on behalf of SoFi Stadium revealed communication between UCLA and a top Kroenke executive dating back as far as August 2024.

An email sent that month from UCLA chief financial officer Stephen Agostini’s assistant to executives from Kroenke Sports and Entertainment and SoFi Stadium sought coordination of a Zoom meeting between the parties in September 2024 under the subject heading “UCLA Football Discussion.” The importance level was listed as “high.”

A list of proposed meeting attendees included Agostini; UCLA athletic director Martin Jarmond; UCLA athletics chief financial officer Chris Iacoi; Kroenke Sports and Rams president Kevin Demoff; SoFi Stadium executives Greg Kish and Mike Forrester; and Mitchell Ziets, chief executive officer of Tipping Point Sports, a boutique sports advisory firm based in New Jersey.

“Please review the scheduling opportunities below and let me know what is possible,” wrote Shelley Stanley, Agostini’s executive assistant. “A reply sooner rather than later would be greatly appreciated, given that we are on the heels of the Fall quarter and the beginning of the UCLA football season.”

A subsequent email sent by Demoff to Agostini in late September 2024 under the subject heading “Next Get Together” inquired about another meeting.

“Steve,” Demoff wrote in the email, “I figured with all of the changes/craziness that I would give the group some time, but let me know when is a good time to get our teams together to go back through and financials/pro formas related to SoFi in order to help moving things along. Next week is poor for me personally but we are ready to jump in!”

As part of another email exchange between Demoff and Agostini in December 2024 under the subject heading “Updated Projections,” Demoff wrote that he “had our group re-run everything to really focus on reducing expenses and where we think there is opportunity for UCLA to grow revenue. Attached is the deck that they have provided. I’ve been scrambling all week between LA, Denver, Dallas and now NYC and haven’t had a ton of opportunity to connect on the phone, but wanted to share this with you ahead of the holidays so that you can start to dig in.”

In an email timestamped 13 minutes later, Agostini replied that he would “look at this now.”

The attachment that Demoff referenced was not included as part of the discovery documents related to the ongoing dispute between UCLA and the Rose Bowl Operating Co. and the City of Pasadena. The latter entities are trying to force the school to honor the terms of a lease agreement that does not include an opt-out clause and requires the Bruins to keep playing at the Rose Bowl through the end of the 2043 season.

The plaintiffs have alleged that UCLA abandoning the Rose Bowl, where the school has played home football games since 1982, would cause “irreparable harm necessitating equitable relief and for which monetary damages alone would be inadequate.”

According to court documents, the City of Pasadena faced $184,355,000 in outstanding debt on bonds issued to finance stadium modernization and renovations as of last June. Revenue from UCLA football games has been used to service the debt as part of the agreement between the entities, ensuring that Pasadena taxpayers would not be burdened with that expense through withdrawals from a general fund used to support city services.

The Rose Bowl is also expected to spend at least $28.5 million before the 2026 season to construct a field-level club in the south end zone that would enhance UCLA’s game-day experience and generate revenue for the school.

Meanwhile, UCLA’s athletic department is seeking new sources of revenue after running up $219.55 million in debt during the past six fiscal years, though an athletic department spokesperson has said that deficit has been covered by the university, bringing the balance to zero.

UCLA has not publicly stated its intentions for its football future other than to say it continues to evaluate its options. But the new documents show that the school has been contemplating the possibility of a move for more than a year.

Last month, Kroenke Sports and Entertainment and SoFi Stadium were added as defendants to the Rose Bowl’s complaint against UCLA and accused of tortious interference. UCLA and SoFi Stadium officials have said they would not comment on ongoing litigation.

A hearing on UCLA’s motion to compel arbitration and keep the proceedings out of open court is set to be heard Jan. 22 in Los Angeles Superior Court.

On June 12, Peggy Orenstein’s inbox flooded with booking requests for her Inglewood Airbnb.

The date seemed random, but after a quick search, the influx of interest became clear. It was exactly a year before one of the biggest events in American soccer history, when the U.S. will kick off its World Cup in a match against Paraguay at SoFi Stadium, and Orenstein had set up the system to only accept booking requests up to a year in advance.

Orenstein’s rental sits just across the street from the venue. Suddenly, her Airbnb became one of the hottest homes in the Southland.

She hadn’t adjusted the prices yet to reflect the rabid demand, so she declined the requests and tweaked the rates. Typically, a two-night stay at the house would cost around $1,000. For a two-night stay during the Americans’ opening match June 12, it’ll now cost more than $10,000.

Roughly 6.5 million people are expected to travel to North America during the 2026 World Cup, and many of them will be heading to L.A., where SoFi Stadium is hosting eight games, including two U.S. matches during the group stage. Airbnb hosts are viewing the games as a gold mine, hoping soccer fans will shell out thousands to stay near the stadium.

The World Cup rental market will serve as a test case for the 2028 Olympics, when an estimated 15 million people are expected to visit Southern California.

For the night of the opening match June 12, more than 70% of short-term rentals in Inglewood have already been booked, according to data site Inside Airbnb. That’s a 58% increase compared to typical reservation rates on normal days.

Rates are rising as well. On June 1, the average booked rate for an Airbnb in L.A. is $245, according to data platform AirDNA. On June 12, when the U.S. plays Paraguay, it’s $382 — a 56% jump.

In Inglewood, prices are even wilder. Homes that normally rent for hundreds are listed for thousands. The nightly price for a one-bedroom apartment a block from SoFi is typically around $400. On June 11, the day before the game, it’s $713. On June 12, the day of the game, it’s $1,714.

“It’ll be interesting to see how much people will pay,” Orenstein said.

Some hosts use an algorithm to determine their nightly rates, but Orenstein sets the prices herself. She arrived at the $10,000 number by looking at nearby hotels, which are mostly sold out for the nights of the eight World Cup matches.

“The Lum Hotel had a suite available during the World Cup for $1,943. Meanwhile, our house can accommodate eight guests with four bedrooms, plus a kitchen and yard,” she said.

There are classic amenities such as a grill and hot tub, but the biggest amenity is proximity. Orenstein is banking on visitors ponying up for the convenience of parking at the property and walking to the stadium while everyone else navigates traffic jams and long rideshare waits.

“It gets crazy out there,” she said. “I’ve had people offer to pay me $40 to use the bathroom while walking by during a Taylor Swift concert. Our neighbor sold parking spots for $1,000 during the Super Bowl.”

David (pictured) and Peggy Orenstein, run an Airbnb across the street from SoFi Stadium.

(Robert Gauthier/Los Angeles Times)

Colin Johnson has been renting out his home near SoFi Stadium for two years. It’s his actual residence, meaning when someone stays there, he has to book a hotel or crash on a friend’s couch. But he said the payouts are worth it.

“There are so many events and venues around us, why wouldn’t we take advantage?” he said.

A typical two-night stay in the three-story townhouse runs about $600. For the U.S. opening match, it costs more than $3,000.

Johnson said demand is roughly 60% Americans and 40% foreigners, but he expects foreign interest to pick up as the games get closer.

Demand isn’t limited to Inglewood. Luxury rentals across Los Angeles are being booked for eye-popping numbers, according to Mokhtar Jabli, founder of luxury rental platform Nightfall Group.

He’s booked two so far. The first was rented by a Florida client coming to Los Angeles to see Iran play two matches at SoFi Stadium against New Zealand and Belgium. The modern home in Hollywood Hills, complete with an infinity pool overlooking the city, rented for $33,000 for seven nights from June 15 to 22.

The second was booked by a New York client coming to see the U.S. play Paraguay. The 7,000-square-foot mansion in Malibu comes with a movie theater, butler, security and full-time staff. For 10 days, it rented for $100,000.

Jamie Lane, chief economist for AirDNA, expects a surge across L.A. County — not just in demand, but in supply.

“There’s a lot of interest right now in what you can make as a host,” Lane said. “In most cities, there won’t be enough lodging, so that pushes rates higher.”

He added that since Airbnb is the official “Alternative Accommodations and Bookings Platform” of the World Cup, the company is urging people to host. AirDNA has hosted multiple bootcamps around the country for people interested in renting out their homes during the World Cup, teaching them how to furnish homes, how to set prices during the games and more.

Lane expects a boost in listings early next year, which would mirror Paris in the months leading up to the 2024 Olympics, when active listings soared by 40%.

It’s unclear how proactive Southern California cities will be in cracking down on illegal listings as homeowners look to make a quick buck by renting out their rooms. Many cities have strict short-term rental regulations, but haven’t taken the steps necessary to enforce them.

Last year, the L.A. Housing Department estimated that 7,500 short-term rentals were violating the city’s Home Sharing Ordinance, but the city only issued 300 citations.

Orenstein said it won’t be easy in Inglewood.

“You have to jump through hoops to have an Airbnb,” she said. “Apply for permits, do inspections, pay your taxes every month. It has to be done right.”

FIFA announced an affordable admission pricing tier for every nation that’s qualified for the 2026 World Cup co-hosted by the U.S., Canada and Mexico. The supporter entry tier will make tickets available at a fixed price of $60 for every match, including the final, for each nation’s participating members associations.

The new tier comes after supporters’ groups from Europe called out FIFA on the dynamic pricing of tickets, which changes the value based on the popularity of the teams playing in each match.

“In total, 50% of each PMA allocation will fall within the most affordable range, namely supporter value tier (40%) and the supporter entry tier (10%),” FIFA said in a statement on Tuesday. “The remaining allocation is split evenly between the supporter standard tier and the supporter premier tier.”

FIFA will also waive the administrative fees for fans who secure participating member association tickets, but their teams do not advance and they seek refunds.

Tickets sales were rolled out by FIFA in phases, with a third of the tournament’s inventory claimed during the first two phases. The third phase started on Dec. 11 and will go through to Jan. 13. During this period, fans have the opportunity to allocate tickets for a match based on a random selection draw.

Before the new tier was introduced, the cheapest ticket for the World Cup final in MetLife Stadium in New Jersey would cost fans more than $4,000. The high prices raised concerns among European supporters.

“The prices set for the 2026 World Cup are scandalous, a step too far for many supporters who passionately and loyally follow their national sides at home and abroad,” the FSA, an organization of supporters for England and Wales, said in a statement posted on its website on Dec. 12. “Everything we feared about the direction in which FIFA wants to take the game was confirmed — Gianni Infantino only sees supporter loyalty as something to be exploited for profit.”

FIFA previously stated it adopted the variable pricing because it was common practice for major North America sporting events.

“What FIFA is doing is adapting to the domestic market,” a FIFA official said in the conference call. “It’s a reality in the U.S. and Canada that events are being priced as per the demand that is coming in for that event.”

A FIFA official told reporters before the first tickets went on sale that world soccer’s governing body expects to make more than $3 billion from hospitality and tickets sales and is confident the tournament will break the all-time World Cup attendance record set in 1994, the last time the competition was held in the U.S.

That 1994 World Cup featured just 24 teams and 52 matches. The 2026 tournament will be twice as large, with 48 teams and 104 games.

FIFA said it received 20 million requests during the random selection draw sales.

SoFi Stadium will host eight matches, beginning with the U.S. opener against Paraguay on June 12. The Americans will finish group play in Inglewood on June 25, playing the winner of a March playoff involving Slovakia, Kosovo, Turkey and Romania. Two Group G matches — Iran vs. New Zealand on June 15 and Iran-Belgium on June 21 — also will be played in SoFi, sandwiched around a Group B match between Switzerland and the winner of another European playoff, this one featuring Wales, Bosnia and Herzegovina, Italy and Northern Ireland.

The teams for the three knockout-stage games to be played at SoFi Stadium — round-of-32 games on June 28 and July 2 and a quarterfinal on July 10 — haven’t been determined, but the possibilities include Mexico, South Korea, Canada, Spain, Austria and Algeria.

Staff writer Kevin Baxter contributed to this report.