02/10/2026
Coordinating the annual Rose Parade is no easy task -- the iconic, 137-year-old event features floats, marching bands, equestrian units and more, spanning 5.5 miles across Pasadena, California.
The same could be said for broadcasting the annual New Year's Day parade. Amagi worked with the Pasadena Tournament of Roses and their broadcast partner Squadron to deliver the parade's broadcast to nine separate platforms, ingesting the feed/broadcast and redistributing it. Amagi also used Nielsen's digital, unique watermarking for each delivery so the Tournament of Roses could get granular viewership data per platform.
“Working with Amagi has been a seamless experience,” said Kevin Asbell, Chief Operating Officer of the Pasadena Tournament of Roses. “Their tech-savvy and responsive team consistently provided solutions to ensure Nielsen watermarking and the successful delivery of our official Rose Parade® livestream to our streaming partners. To say Amagi is a strong partner is an understatement. We look forward to continuing to build our relationship with them for years to come.”
