Sponsorship Opportunities

AMERICA’S NEW YEAR CELEBRATION®Each New Year’s Day, the world focuses its attention on Pasadena, California, home of the Rose Parade® and the Rose Bowl Game®. It’s a celebration more than a century old —a festival of flowers, music and sports unequaled anywhere in the world. Known as America’s New Year Celebration, Tournament of Roses® events capture the hearts and imagination of millions of spectators from around the world.

PARTNERSHIP BENEFITS

The Tournament of Roses offers a variety of partnership opportunities. Engage your brand with one of Southern California’s premiere events and gain access to a live audience of nearly 1 million attendees* with:

• Consumer engagement and on-site activation

• Brand exposure and awareness

• Exclusive event tickets and VIP Hospitality packages

• Valuable business to business opportunities

• Corporate social responsibility/community outreach integration

TOURNAMENT OF ROSES EVENTS

• Rose Parade

• Rose Bowl Game

• Decorating Places

• Post Parade: A Showcase of Floats

• Equestfest

• Rose Queen® Announcement and Coronation

• Bandfest

• President’s Ball

• VIP Tailgate Party

• Rose Bowl Game Hall of Fame Induction Ceremony

Event Attendance

700,000**

Rose Parade

95,128Rose Bowl Game

20,000+***

Decorating Places

9,000+***

Bandfest

70,000+***

Post Parade

For more information about sponsorship opportunities, please contact the Tournament of Roses Strategic Partnerships Department at: sponsorships@tournamentofroses.com or 626.817.9305.*combined attendance at multiple events

**estimated live audience***average annual attendance

NORTHWESTERN MUTUAL, PRESENTING SPONSOR OF THE ROSE BOWL GAMENorthwestern Mutual has been the presenting sponsor of the Rose Bowl Game since 2014. Northwestern Mutual annually places a floral float in the Rose Parade and has supported other Tournament of Roses related events.

DEVELOPING STRONG PARTNERSHIPSThe Tournament of Roses works closely with many companies to ensure that every detail of our entertaining tradition is professionally outfitted and supported. Our sponsors’ support enables the Tournament of Roses, as a non-profit organization, to host top-notch events that bring hope and joy to millions of people watching around the world.

HONDA, PRESENTING SPONSOR OF THE ROSE PARADEHonda has been the presenting sponsor of the Rose Parade since 2011. This sponsorship was enhanced in 2014 with Honda also becoming the Presenting Sponsor of the Rose Parade Opening Show. Honda supplies the official vehicles of the Tournament of Roses, annually sponsors the opening show and places an eye-catching float in the Rose Parade® each year.

Sponsorship Opportunities

Rose Parade

45.5mviewers nationally*

28mviewers internationally**

700,000estimated live audience

Rose Bowl Game

16mviewers nationally***

95,128estimated live audience

*2017 Nielsen Report **2017 Dick Block Communications

***As reported by ESPN