The PRCA and Learfield Announce PRORODEO Partnerships

Professional rodeo’s sponsorship and multi-media landscape appears to be changing as the PRCA and Learfield announce a new deal.

On August 18, 2026, the Professional Rodeo Cowboys Association (PRCA) announced that it has joined forces with the company Learfield to help cultivate new business opportunities.

In cooperation with Learfield, the PRCA announced the launch of PRORODEO Partnerships, a new commercial platform that names Learfield the exclusive manager of sponsorship sales and multimedia rights for the PRCA.

Through this new agreement with the PRCA, Learfield will connect brands with western lifestyle audiences through integrated programs including in-venue experiences, digital content, and authentic storytelling.

Other rodeo-centric partnerships include Learfield’s involvement in intercollegiate rodeo. Learfield College Rodeo (LCR) launched in 2023 and partners with over 20 collegiate rodeo programs to drive local and national brand partnerships, as well as manage name, image, and likeness opportunities for student-athletes.

In the same vein, LCR and the Professional Bull Riders collaborated to bring the Collegiate All-Star Rodeo as a kick-off for PBR's Bulls and Beats event, which was held July 10-12 at Colorado State University's Canvas Stadium in Fort Collins, Colorado.

Like the PBR Space Cowboys presented by Space Force that preceded it, the Bulls and Beats event paired rodeo action with musical A-listers like Brad Paisley and Miranda Lambert. The CSU hosted rodeo was reportedly the first event in Canvas Stadium that wasn’t a football game or graduation.

As cowboy culture continues its mainstream march, Learfield’s connections may mean that fans will see more rodeo athletes competing in major sporting stadiums.

Tom Glause, Chief Executive Officer of the PRCA, stated in the joint announcement that, "Learfield's experience building comprehensive commercial strategies for premier sports properties, including rodeo, makes them an ideal partner as we continue to grow our footprint, enhance fan engagement, and create meaningful value for sponsors."

"Many of our partners will be exploring opportunities in rodeo for the first time, and we're excited to help them connect with the sport's passionate fan base through authentic experiences, compelling content and integrated marketing programs that drive results for both brands and the PRCA," stated Andrew Wheeler, Executive Vice President of Learfield Sports Properties.

The announcement stated that Learfield will manage sponsorship inventory and brand integration opportunities for the PRCA to include “arena signage, entitlement partnerships, official designations, broadcast integrations, hospitality programs, on-site activations, sampling opportunities and digital engagement campaigns.”

It remains to be seen how the broad strokes of this new deal will affect the business of rodeo from the small, medium and large committee standpoint, and what this will mean for rodeo athletes risking it in the dirt.