The H-E-B Holiday Parade is a 58-year-old holiday tradition, bringing sponsors an exceptional marketing, branding, community and employee relations opportunity. A diverse family audience of an estimated 400,000 view the parade on the streets of downtown Houston. The parade also provides a potential television reach of 16.5 million people via live broadcast on KHOU-TV (CBS affiliate) in Houston and syndication in Dallas, San Antonio, Austin and several other cities in the region. Sponsorships are available only, and Kathi Austin is the Sponsorship Director.