Avis Rent A Car has entered into a new multi-year partnership with the Tournament of Roses, host of the Rose Parade and the Rose Bowl Game. Through this partnership, Avis will showcase products and services to the approximately 55 million people who view or attend the traditional New Year celebrations in Pasadena, Calif.

As the Official Rental Car Company of the Tournament of Roses, Avis will fulfill the vehicle rental needs of the Tournament of Roses' management, members and volunteers as well as the NCAA college football teams playing in the annual Rose Bowl Game on New Year's Day, and their alumni and followers who attend the game. This year's match-up pits number No. 5 BCS ranked University of Wisconsin and No. 3 BCS ranked Texas Christian University (TCU). Avis will be featured on the Tournament of Roses Web site and will also be displayed on the stadium scoreboard seen by approximately 100,000 fans along with millions of television viewers in the United States and abroad.

"There are few events as storied as the Tournament of Rose Parades and the Rose Bowl," said Tom Gartland, executive vice president of sales, marketing and customer care for Avis Budget Group, the parent company of Avis. "This partnership will generate extraordinary brand exposure, incremental rentals and will help to introduce many travelers to our famous 'We try harder' customer service."

The partnership also allows Avis to market its products and services to alumni and fans of teams playing in the Rose Bowl Game. Full-page, color Avis ads will appear in the official Rose Parade program given to 750,000 spectators and the Rose Bowl Game program presented to 100,000 visitors who attend annually.

"We are thrilled to be working with Avis," said Tournament of Roses President, Jeff Throop. "Like those who produce our parade every year and the teams that reach one of college football's best-known bowl games, Avis works harder to be the best. We look forward to providing Avis' premium products and services for what we think are, year-in and year-out, two of the finest events in the United States."