The Rose Parade, also known as the Tournament of Roses Parade and the Rose Parade presented by Honda, is part of "America's New Year Celebration" held in Pasadena, California each year on New Year's Day (or on Monday, January 2 if New Year's Day falls on a Sunday). The parade includes flower-covered floats, marching bands, and equestrian units and is followed by the Rose Bowl college football game. It is produced by the nonprofit Pasadena Tournament of Roses Association. Originally started on January 1, 1890, the Rose Parade is watched in person by hundreds of thousands of spectators on the parade route, and is broadcast in the United States. It is seen by millions more on television worldwide in more than 100 international territories and countries. The Rose Bowl is a college football game that was added in 1902 to help fund the cost of staging the parade. Since 2011, the parade has been sponsored by Honda. Accordingly, the company has the parade's first float, which like all floats, follows the parade's theme. The 2017 parade will feature 44 floats, 19 equestrian units with approximately 400 horses, and 22 marching bands.