Tournament of Roses Signs With United Talent Agency

The Pasadena Tournament of Roses and the Rose Parade have been signed by United Talent Agency, a Beverly Hills-based talent, entertainment, sports and advisory company, according to an email sent by the Tournament on Thursday.

The announcement did not disclose financial terms, the length of the agreement or what services the agency will provide.

“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,” David Eads, chief executive officer of the Pasadena Tournament of Roses, said in the email.

The Tournament produces both the Rose Parade and the Rose Bowl Game.

UTA partners Ryan Hayden, Jerry Silbowitz and David Kirsch said in a joint statement that the Rose Parade has become a New Year’s Day tradition for millions of viewers worldwide.

“We’re thrilled to partner with the Tournament of Roses on this iconic event,” they said.

The Jan. 1, 2026 parade drew 34 million total individual viewers in the United States across linear and streaming platforms, according to figures in the announcement.

The parade is also broadcast in more than 70 countries and on the American Forces Network.

United Talent Agency is headquartered in Beverly Hills. It was founded in 1991 through a merger of the Bauer-Benedek Agency and Leading Artists Agency by Jim Berkus, Peter Benedek and Jeremy Zimmer.

The privately held company is regarded as one of the industry’s “Big Three” talent agencies, along with WME and CAA. It had roughly 2,200 employees as of 2024 and about 300 agents.

Beyond its Beverly Hills headquarters, the agency maintains offices in Atlanta, Chicago, Nashville, New York and London.