PHOENIX – The Fiesta Bowl Parade has always blended sports, spectacle, and community. Now, upcoming in 2026, naming WWE superstar Nikki Bella as grand marshal pushes that formula into a bigger spotlight.
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Jan 29, 2022; St. Louis, MO, USA; Bella during the Royal Rumble The Dome at America’s Center. Mandatory Credit: Joe Camporeale-USA TODAY Sports
Nikki Bella to make appearance in 2025 Fiesta Bowl Parade:
🎉 JUST ANNOUNCED: @WWE Superstar and TV personality, Scottsdale’s own Nikki Bella will serve as our Grand Marshal for the 53rd Annual @Vrbo Fiesta Bowl Parade presented by @LernerandRowe!
📍 Central Phoenix
📅 Saturday, Jan. 3
⏰ 10 AM pic.twitter.com/yNNENyg58O— Fiesta Sports Foundation (@Fiesta_Bowl) December 10, 2025
Nikki Bella’s selection isn’t about star power alone. It’s about reaching fans that weren’t familiar with the event, and embracing hometown roots. As a native Arizonan and one of the most recognizable figures in professional wrestling history, she brings a national audience that extends beyond college football. WWE’s fan base overlaps with football more than most entertainment brands, creating a natural crossover that broadens the parade’s appeal without diluting its identity. Strategically, that matters as bowl games compete for attention in an increasingly fragmented sports landscape.
Mar 11, 2015; Phoenix, AZ, USA; WWE wrestler Bella in attendance of the game between the Minnesota Timberwolves against the Phoenix Suns at US Airways Center. Mandatory Credit: Mark J. Rebilas-USA TODAY Sports
Emotionally, Nikki Bella’s presence hits home. Born and raised in Scottsdale, Arizona, Bella’s roots go way deeper than just being a part of the parade. Also having graduated from Chaparral High School, Bella has called Arizona home for her life and always represented her hometown during her time in the WWE. For longtime wrestling followers, she’s a familiar face who helped redefine women’s roles in sports entertainment. That emotional connection turns a parade appearance into a shared moment.
Dec 17, 2022; Phoenix, AZ, USA; The ballon of the Fiesta Bowl mascot, Spirit, its walked down Central Ave. during the Parade in Phoenix on Saturday, Dec. 17, 2022. Mandatory Credit: Alex Gould/The Republic
Entertainment Fiesta Bowl Parade
The WWE consistently ranks among the most-watched weekly sports-entertainment properties in the country, and Bella remains one of its most recognizable alumni through media appearances, digital platforms, and reality culture relevance. That visibility translates directly to exposure, not just for the Fiesta Bowl, but for Phoenix as a host city. Locally, it reinforces Phoenix’s reputation as a city that embraces big personalities and big events. Nationally, it signals that the Fiesta Bowl understands how to evolve without abandoning tradition.
Why the 2025 Fiesta Bowl parade is a must-see event in Phoenix
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Reporter Benjamin Bliklen covers the Arizona Diamondbacks, Arizona Cardinals, and Phoenix Suns for Burn City Sports. You can follow him on his X account, @BenBliklen
