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. “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 in a joint statement. Popular on VarietyThe Rose Parade is a California New Year’s tradition that has spanned 135 years. The annual Rose Bowl Game started in 1902 and is considered the most prestigious bowl game in college football (its nickname is the “Granddaddy of Them All”).