One of Southern California’s most enduring New Year’s Day traditions is getting Hollywood representation, with the Pasadena Tournament of Roses announcing Thursday that it has retained United Talent Agency.
The Beverly Hills-based agency will represent the Tournament of Roses and the Rose Parade as the nonprofit organization looks to expand the event’s reach, officials said.
“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,” Tournament of Roses CEO David Eads said in a statement. “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.”
The Rose Parade, held annually in Pasadena for more than 135 years, features floral floats, marching bands, equestrian units and musical performers.
According to the Tournament of Roses, last year’s parade generated 34 million domestic viewers across linear television and streaming platforms, including 27 million traditional television viewers, 2.2 million streaming viewers and 5.2 million TikTok viewers.
“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. “We’re thrilled to partner with the Tournament of Roses on this iconic event.”
The Tournament of Roses said the parade continues to be broadcast domestically and in more than 70 countries each New Year’s Day.