The Pasadena Tournament of Roses and its Rose Parade have signed with talent agency UTA for representation. The move could help the organisation develop and protect the parade’s brand, media presence and intellectual property as viewing habits change.

The Rose Parade celebrated its 137th edition this year, featuring floral floats, bands, performers and equestrian units along a 5.5-mile Pasadena route. Its 2026 broadcast reached 34 million US viewers across linear and streaming platforms, including 5.2 million TikTok livestream viewers, and was shown in 70 countries; the organisation also produces the Rose Bowl, although ESPN holds College Football Playoff television rights through 2031–32.