Tournament of Roses, Disney and Prudential ink Rose Bowl Game agreement

Prudential Financial will be the presenting sponsor of the Rose Bowl Game through the 2025-26 college football season, officials announced Wednesday, Aug. 30.

The deal comes as the financial services company signed an agreement with Disney Advertising and the Tournament of Roses to return as presenting sponsor, a role it had in 2023 as well.

“As a global financial brand, Prudential’s commitment to excellence and its shared passion for the game aligns with the spirit of the Rose Bowl, and we are thrilled to have them as a returning sponsor of this historic event,” said Mike Denby, senior vice president, Disney Advertising Sales. “Through Disney’s unrivaled reach, brands like Prudential can leverage the power of college football across our platforms to engage with diverse audiences nationwide, and on the grandest of stages.”

That stage will be set on Jan. 1, 2024 when the Rose Bowl Game will broadcast live on ESPN and the ESPN app at 2 p.m. Pacific Time.

According the Tournament announcement, in the first year of the new deal, the Rose Bowl Game Presented by Prudential will host a College Football Playoff Semifinal. That game is also the final year before the College Football Playoff expands to 12 teams. It will mark the fourth time (following 2015, 2018, and 2021) that the Rose Bowl is hosting a semifinal game in this format.

Prudential will also be an official sponsor of the Pasadena Tournament of Roses parade, though the parade itself remains “… presented by Honda.”

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