1. Honda sponsors the 137th Rose Parade on January 1, 2026. 2. The parade showcases performances by various artists, celebrating teamwork. 3. Streaming on multiple platforms increases global audience access. 4. The Grand Finale features Capital Cities, attracting significant viewership. 5. The event symbolizes Honda's commitment to community and celebration.
FAQ
Why Bullish?
Honda's sponsorship and increased visibility can enhance brand value and sales, similar to past events boosting automaker recognition.
How important is it?
The connection between major events and brand objectives could positively affect market perception and sales for HMC.
Why Short Term?
The immediate spike in brand visibility during the parade may lead to a short-term sales increase, akin to past event-driven purchase surges.
Exciting Performances Set for the 137th Rose Parade Presented by Honda
Pasadena, Calif., Dec. 30, 2025 (GLOBE NEWSWIRE) — The Pasadena Tournament of Roses® is eager to showcase an array of exciting performances during the 137th Rose Parade® presented by Honda on January 1, 2026 at 8 a.m. PST. This year’s theme, “The Magic in Teamwork,” highlights collaboration as extraordinary artists and dancers unite for a dynamic start to the New Year.
Opening Spectacular with Bishop Briggs
The celebration kicks off with the Opening Spectacular presented by Honda, featuring acclaimed artist Bishop Briggs. She will be joined by 24 world-class dancers performing her platinum-selling anthem “River” and the empowering hit “Champion.” Briggs’s unique sound, blending alternative, pop, and electronic music, promises a thrilling showcase of teamwork that sets the ideal tone for the parade.
Mid-Parade Performances Celebrate Artistic Excellence
The Mid-Parade Performance presented by Visit Mississippi will honor the state’s artistic icons and literary legends. Featuring Charlie Worsham, a Mississippi native and notable country music star, the performance will complement the theme of the float: “Mississippi: Where Creativity Blooms.”
Additionally, Explore Louisiana will present its Mid-Parade Performance, showcasing the float “Gulf to Gumbo.” Rising star John Foster, an American Idol runner-up from Addis, Louisiana, will also perform live, further enriching the storytelling of Louisiana’s cultural spirit.
Grand Finale by Capital Cities and DEK of Hearts
The parade will culminate with a grand finale featuring the Grammy-nominated and platinum-selling group Capital Cities, along with Nashville-based pop country trio DEK of Hearts. This high-energy conclusion features 24 explosive dancers who will perform a range of styles, from flappers to hip-hop, against a backdrop of era-spanning classic cars. It promises to be an unforgettable spectacle that wraps the Rose Parade on a high note.
Streaming and Broadcast Availability
The 2026 Rose Parade will be streamed across eight platforms including Christmas Plus, Dooya, FanDuel Sports Network, Fubo, GFam+, Great American Pure Flix, Pluto TV, and Samsung TV Plus. Viewers can also enjoy the parade live on major networks such as ABC, CNN, Fox, Great American Family, KTLA, NBC, Telemundo, and Univision.
About the Pasadena Tournament of Roses®
The Pasadena Tournament of Roses® is a volunteer organization dedicated to hosting America’s New Year Celebration®, including the Rose Parade® presented by Honda and the Rose Bowl Game® presented by Prudential. With 935 members contributing over 80,000 volunteer hours, the organization ensures the success of the 137th Rose Parade, further promoting the essence of “The Magic in Teamwork.”
For more information, visit www.tournamentofroses.com and follow the Tournament on social media platforms including Instagram, TikTok, YouTube, X, and Facebook.