game being played outside of Pasadena was the 1942 edition. Sponsorship and broadcasting rights Sponsorship For many years the Rose Bowl eschewed sponsorship, but in 1999, it became "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 was presented by Citi. In June 2010, Citi decided to end 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. After Vizio declined to renew sponsorship in 2014, financial services giant Northwestern Mutual became the new presenting sponsor. From 2015 to 2020, the game was sponsored by Northwestern Mutual and officially known as the Rose Bowl Game presented by Northwestern Mutual. The 2021 edition, sponsored by Capital One, was officially known as the Rose Bowl Game presented by Capital One. As the sponsor of the 2021 Orange Bowl, Capital One became the first company to sponsor two New Year's Six bowls. Capital One continued their sponsorship of the game, with the 2022 edition officially being named the Rose Bowl Game presented by Capital One Venture X after the company's travel rewards credit card. Prudential Financial became the new sponsor of the Rose Bowl in 2023. Broadcasters The Rose Bowl was first televised in 1947 on W6XYZ, an experimental station out of Los Angeles that would eventually become KTLA. The 1952 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 at 2 p.m. PST, and in most years was the only New Year's Day bowl airing at that time. The 1956 Rose Bowl has the highest TV rating of all college bowl games, watched by 41.1% of all people in the US with TV sets. The 1962 game was the first college football game broadcast in color. Television ratings for the Rose Bowl declined as the number of bowl games increased. The other bowl games also provided more compelling match-ups, with higher-ranked teams. In 1988, NBC gave up the broadcast rights, as the television share dropped