New Year’s Day came early for UTA, which signed the Pasadena Tournament of Roses, the organization behind the Rose Bowl Game and the Rose Parade.

“The Tournament of Roses is proud to produce both the Rose Parade and the Rose Bowl Game, creating one of the most recognized New Year’s celebrations in the world,” said David Eads, executive director of the Pasadena Tournament of Roses. “UTA brings a wealth of experience at a time of rapid change in 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 has become a defining New Year’s Day tradition for millions of viewers around the world,” UTA partners Ryan Hayden, Jerry Silbowitz and David Kirsch said in a joint statement. “We are thrilled to partner with the Tournament of Roses on this iconic event.”

The Rose Parade is a California New Year’s tradition that dates back 135 years. The five-and-a-half-mile parade runs down Colorado Blvd. in Pasadena, with flower-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 began in 1902 and is considered the most prestigious bowl game in college football (its nickname is the “grandfather of them all”). In this year’s game, the Indiana Hoosiers faced the Alabama Crimson Tide, and Indiana won 38-3.

The UTA will seek to take advantage of the Tournament of Roses to seek new opportunities and audiences while preserving family tradition.