Prudential Financial is once again teaming up with Disney Advertising and the Tournament of Roses to serve as the presenting sponsor of the Rose Bowl Game through the 2025-26 college football season. 

Prudential will also present the 110th Rose Bowl Game in 2024, as well as the 2025 and 2026 Rose Bowl Games.

Sports is a large part of the brand’s strategy for continued reach, as evidenced by their player sponsorship and dedicated creative adjacent to this week’s U.S. Open tennis tournament.  

“This sponsorship aligns with our ongoing strategy to invest in our brand and encourage consumers to think about financial planning when life has changed for the better,” says Richard Parkinson, chief brand officer, Prudential Financial, in a statement. “By tapping into highly visible cultural moments like the Rose Bowl, we can help more people seize their ‘Now What?’ moments and take their financial future to the next level.”

As the presenting sponsor for the next three college football seasons, Prudential will bring fans closer to one of the game’s most iconic events. 

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

Additionally, Prudential will serve as the official sponsor of the Pasadena Tournament of Roses. The brand will also have category exclusivity across both the College Football Playoff and the Tournament of Roses in the life insurance, wealth management, and financial advisory categories.  

ESPN’s coverage of The College Football Playoff Semifinal at the Rose Bowl Game Presented by Prudential begins at 5 p.m. ET on Jan. 1, 2024, across ESPN platforms.