Tournament Of Roses Organization And Its Rose Parade Sign With UTA

UTA on Thursday said it has signed the Pasadena Tournament of Roses and the organization’s signature event the Rose Parade for representation.

The annual New Year’s Day parade marked its 137th year this past New Year’s Day with its legion of floral floats, marching bands, musical artists and equestrian units marching down 5 1/2 miles of Pasadena’s Colorado Avenue, televised around the world.

The 2026 parade was seen by 34 million total viewers domestically across linear and streaming platforms, including 5.2 million TikTok viewers via livestream that marked a first for the event. It was broadcast in 70 countries and on the American Forces Network.

New representation often means a new opportunity to exploit a client’s brand and IP, including TV rights. This year’s parade aired on ABC, Fox, NBC, Univision, Great American Family and locally in L.A. on KTLA Channel 5.

The Tournament of Roses organization also produces the annual New Year’s Day Rose Bowl game, though ESPN holds exclusive TV rights to the College Football Playoff through 2031-32. The 2027 Rose Bowl will host a CFP quarterfinal.

“The Tournament of Roses proudly produces both the Rose Parade and the Rose Bowl Game, creating one of the most recognized New Year’s Day celebrations in the world,” Pasadena Tournament of Roses CEO David Eads said. “UTA brings deep expertise at a time of rapid change across the media industry, and we look forward to working together to ensure the Rose Parade continues to thrive for generations to come.”

Added UTA partners Ryan Hayden, Jerry Silbowitz and David Kirsch in a joint statement: “The Rose Parade has become a defining New Year’s Day tradition for millions of viewers worldwide. We’re thrilled to partner with the Tournament of Roses on this iconic event.”