UTA Signs Organization Behind Rose Bowl Game and Rose Parade

By Ethan Shanfeld

Ethan Shanfeld

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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.”

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