Wednesday, July 22, 2026

Rose Bowl Stadium to Host Third Annual Dena Community Backpack Giveaway in Early August 2

Archival images show Councilmember Tyron Hampton and local students at the 2024 backpack giveaway in the Rose Bowl parking lot.

Pasadena and Altadena families preparing for the new school year can pick up free backpacks filled with school supplies at the Rose Bowl Stadium next month, when the Third Annual Dena Community Backpack Giveaway returns to the historic venue.

According to the event’s public registration listing, the giveaway is scheduled for Sunday, August 2  from 10 a.m. to 3 p.m. at the Rose Bowl Stadium, 1001 Rose Bowl Dr., Pasadena. The stadium and its nonprofit affiliate, the Rose Bowl Institute, are hosting the event.

The giveaway is being held in partnership with Neighborhood Servants, the Pasadena Educational Foundation, and Project Passion. In addition to the backpacks, organizers say the day will include community resource tables, family activities, and interactive experiences, along with the chance for attendees to spend time on the field of one of the country’s best-known sports venues.

The Rose Bowl Stadium has described the event as a way to support local Pasadena and Altadena students and families as the school year approaches. The registration listing is published in both English and Spanish, with the event also identified as the “Entrega de Mochilas.”

The giveaway is a recurring back-to-school effort at the stadium. In its 2025 edition, according to Pasadena Now, organizers set a goal of distributing 2,500 supply-filled backpacks and gave priority to students and families affected by the Eaton Fire. That reporting noted the initiative had served more than 1,500 families and distributed over 1,000 backpacks in the prior year. Figures specific to the 2026 event have not been publicly confirmed, and organizers have not released a target backpack count for this year’s giveaway.

Registration is required, and the organizers note that the tickets are for students; parents and guardians do not need their own ticket. The Rose Bowl Stadium has said walk-ups are welcome on the day of the event. Registration information is available through the Rose Bowl Stadium’s event page and its official social media channels.

Families seeking a backpack are advised to register their students in advance through the official Rose Bowl Stadium channels, though organizers have indicated that those who arrive without registering will still be accommodated on the day of the event.