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Since 2004, the Rose Bowl has been sponsored by Citi. The Rose Bowl was sponsored by Sony in 2003 and by AT&T between 1998-2002.

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The first Rose Bowl Game, called the "East-West" tournament exhibition football game was sponsored by the Rose Bowl in 1901. It was designed as a way to not only showcase the relatively new and budding sport of gridiron football, but also as a way to entice easterners to visit Pasadena for the Tournament of Roses. The game became known as the Rose Bowl Game because of the stadium built to host the game, the Rose Bowl. The Rose Bowl was named for the annual Tournament of Roses held in Pasadena, California since 1895. The Tournament was designed as a tourist attraction to showcase southern California's beautiful wintertime weather to entice residents of colder climates to vacation in southern California each winter to boost the economy. It is important to note that the phrase "Rose Bowl" refers to the stadium and "Rose Bowl Game" refers to the football event held at the stadium each January 1st.


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