Full Name
Adolfo Romero
Job Title
VP of Programming and Booking for SoFi Stadium and Hollywood Park
Speaker Bio
Adolfo Romero is the Vice President of Programming and Booking for SoFi Stadium and Hollywood Park, a near 300-acre mixed-use development being built in Inglewood, Calif., by Los Angeles Rams Owner/Chairman E. Stanley Kroenke and includes: SoFi Stadium, YouTube Theater, American Airlines Plaza, the Shops at Hollywood Park, and the festival grounds.
In this role, Romero is responsible for the programming and development of events across Hollywood Park, which includes the 70,000-capacity SoFi Stadium and the 6,000-seat YouTube Theater. Since joining in 2019, Romero has played a key role in developing the vision and strategy behind securing major concert tours, festivals, and world-class sporting events, including Leagues Cup Showcase, Super Bowl LVI, Concacaf Gold Cup Final 2023, Nations League Final 2025, LA Bowl Hosted By Gronk, Rolling Loud CA, Hard Summer Music Festival and serves as a member of the LOC for the 2026 FIFA World Cup Host Committee.
Recognizing Inglewood's vibrant Hispanic and Latino population (over 50%), Romero strategically books global acts with local appeal. His most recent success was bringing Julión Álvarez back to the U.S. for a record-breaking three sold-out nights at SoFi Stadium in 2025, surpassing previous records held by Grupo Firme, Bad Bunny, and Los Bukis. Romero also collaborates with promoters like Insomniac, bringing Peso Pluma to Rolling Loud's largest audience, and works with Live Nation to showcase emerging and legendary artists at YouTube Theater.
Prior to joining SoFi Stadium and Hollywood Park, Romero was the Senior Director of International Events for Major League Soccer where he oversaw the placement of international soccer matches at venues across North America and managed game day revenues. While at Major League Soccer, Romero also served as the Tour Director for the annual United States tour for the Mexican National Team and led marketing initiatives for the Concacaf Gold Cup and Copa America Centenario in 2016.
As a founding board member of Latinx In Sports, Romero mentors and supports aspiring Hispanic sports leaders, paving the way for future generations in the industry. He brings over 20 years of diverse experience in sports, spanning sales, marketing, partnerships, and business development.
In this role, Romero is responsible for the programming and development of events across Hollywood Park, which includes the 70,000-capacity SoFi Stadium and the 6,000-seat YouTube Theater. Since joining in 2019, Romero has played a key role in developing the vision and strategy behind securing major concert tours, festivals, and world-class sporting events, including Leagues Cup Showcase, Super Bowl LVI, Concacaf Gold Cup Final 2023, Nations League Final 2025, LA Bowl Hosted By Gronk, Rolling Loud CA, Hard Summer Music Festival and serves as a member of the LOC for the 2026 FIFA World Cup Host Committee.
Recognizing Inglewood's vibrant Hispanic and Latino population (over 50%), Romero strategically books global acts with local appeal. His most recent success was bringing Julión Álvarez back to the U.S. for a record-breaking three sold-out nights at SoFi Stadium in 2025, surpassing previous records held by Grupo Firme, Bad Bunny, and Los Bukis. Romero also collaborates with promoters like Insomniac, bringing Peso Pluma to Rolling Loud's largest audience, and works with Live Nation to showcase emerging and legendary artists at YouTube Theater.
Prior to joining SoFi Stadium and Hollywood Park, Romero was the Senior Director of International Events for Major League Soccer where he oversaw the placement of international soccer matches at venues across North America and managed game day revenues. While at Major League Soccer, Romero also served as the Tour Director for the annual United States tour for the Mexican National Team and led marketing initiatives for the Concacaf Gold Cup and Copa America Centenario in 2016.
As a founding board member of Latinx In Sports, Romero mentors and supports aspiring Hispanic sports leaders, paving the way for future generations in the industry. He brings over 20 years of diverse experience in sports, spanning sales, marketing, partnerships, and business development.
Speaking At