GLENDALE – The Fiesta Bowl Foundation is rolling out a Fan Fest like no other as it becomes a must-attend event for sports enthusiasts and music lovers alike. This year’s headliner and Arizona native Dierks Bentley, adds star power that transcends the gridiron. Performing at the VRBO Sound Stage just outside State Farm Stadium, Bentley delivers an energetic, fan-centered show that turns the tailgate into a full-fledged festival.
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Fans gather outside of State Farm Stadium before the Penn State Nittany Lions play the Boise State Broncos at the Vrbo Fiesta Bowl in Glendale on Dec. 31, 2024. © Joe Rondone/The Republic / USA TODAY NETWORK via Imagn Images
How the Fiesta Bowl Fan Fest will transform State Farm Stadium:
Beyond entertainment, the performance carries strategic weight for the Fiesta Bowl and host city. By combining a top-tier artist with pre-game festivities, organizers enhance national appeal while boosting local engagement, hospitality revenue, and social media visibility. Fans benefit not only from the excitement of the live music but from the immersive experience that builds anticipation for the game itself. Having a massive concert outside State Farm Stadium will be just as unique, as this will be the first production of its kind. Also, not only is Bentley a 15-time Grammy nominee, but his roots in Arizona also bring another layer of excitement.
Dierks Bentley performs during CMA Fest at Nissan Stadium on Sunday, June 11, 2023, in Nashville, Tennessee. © Abbey Cutrer for The Tennessean / USA TODAY NETWORK
Pre-game concerts increase fan attendance, extend time spent at events, and elevate merchandise and food sales. Emotionally, the experience strengthens fan identity and community, something the Fiesta Bowl leverages year after year. Ultimately, Dierks Bentley’s presence underscores a growing strategy in sports marketing by blending entertainment with athletics to create evergreen fan experiences. It’s a blueprint for future events where music, culture, and college football intersect, leaving attendees with memories that outlast the final whistle.
People gather at a fan event outside State Farm Stadium before the Fiesta Bowl takes place Jan. 1, 2024, in Glendale. © Megan Mendoza/The Republic / USA TODAY NETWORK
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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
