UTA Signs Organization Behind Rose Bowl Game and Rose Parade

UTA Signs Organization Behind Rose Bowl Game and Rose Parade 2 hours ago Indonesia’s Biggest Comedian Sold Out Arenas While Pissing Off the Government. Now He’s Starting Over in America 3 hours ago ‘Home Improvement’ Reunion: Jonathan Taylor Thomas Seen in Rare Photo With Co-Stars Patricia Richardson and Taran Noah Smith 4 hours ago New Year’s Day came early for UTA, which has signed the Pasadena Tournament of Roses, the organization behind the Rose Bowl Game and the Rose Parade. “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,” said David Eads, CEO of the Pasadena Tournament of Roses.

“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.” Related Stories 'Godzilla vs. Kong' Star Kaylee Hottle Dies at 18 “The Rose Parade has become a defining New Year’s Day tradition for millions of viewers worldwide” UTA Partners Ryan Hayden, Jerry Silbowitz and David Kirsch said in a joint statement. “We’re thrilled to partner with the Tournament of Roses on this iconic event.” Popular on Variety The Rose Parade is a California New Year’s tradition that has spanned 135 years.

The five-and-a-half-mile parade travels along Colorado Blvd. in Pasadena, featuring floral-covered floats, equestrian units and marching bands. The parade is also broadcast across linear and streaming platforms, attracting tens of millions of viewers.

The annual Rose Bowl Game started in 1902 and is considered the most prestigious bowl game in college football (its nickname is the “Granddaddy of Them All”). At this year’s game, the Indiana Hoosiers faced off against the Alabama Crimson Tide, with Indiana winning 38 to 3. UTA will seek to leverage the Tournament of Roses to seek new opportunities and audiences while preserving the family-friendly tradition.

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