Rose Bowl Game - Sponsorship and Broadcasting Rights

Sponsorship and Broadcasting Rights

For many years the Rose Bowl eschewed sponsorship, but for the 1999 Rose Bowl, the game became known as The Rose Bowl Game presented by AT&T. Unlike the other bowl games, the sponsor was not added to the title of the game, but instead as a presenter. In 2002 it was branded The Rose Bowl Game presented by PlayStation 2. From 2003 to 2010, after the agreement with Sony expired, the game has been presented by Citi.

The 1952 Rose Bowl game was the first nationally televised bowl game and the first nationally televised college game of any sport. From 1952 to 1988, the Rose Bowl was televised by NBC in a 2 p.m. PST time slot, and in most years was the only New Year's bowl airing at that time. The 1962 Rose Bowl was the first college football game broadcast in color. From 1989 to 2010, it was broadcast on ABC, usually at 2 p.m. PST. While FOX had the broadcasting rights to the other Bowl Championship Series games from 2007 to 2010, the Rose Bowl, which negotiates its own television contract independent of the BCS, agreed to keep the game on ABC. The 2005 Rose Bowl was the first one broadcast in HDTV. Beginning with the 2010 season, ESPN, which is majority-owned by ABC's parent company, will have the contract to broadcast the BCS games, including the Rose Bowl game. The Rose Bowl game contract with ESPN was extended to 2026 on June 28, 2012 for a reportedly $80 million per year.

The game is also broadcast nationally by ESPN Radio and by ESPN International for Latin America.

On June 2010, Citi decided to end the sponsorship of the Rose Bowl games, including the National Championship game. In October 2010, HDTV maker Vizio signed a 4-year contract to be the official sponsor of the Rose Bowl games through 2014.