Professional Rodeo Cowboys Association (PRCA) and Learfield announce PRORODEO Partnerships

PRORODEO Partnerships will serve as the commercial engine for over 700 sanctioned rodeos nationwide

COLORADO SPRINGS, Colo. & DALLAS, Texas - The Professional Rodeo Cowboys Association (PRCA) and Learfield today 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. The partnership is designed to accelerate revenue growth and create new opportunities for brands to engage with fans through professional rodeo, leveraging Learfield's dedicated local team and nationwide corporate sales network. Through this new agreement, Learfield will connect brands with western lifestyle audiences through integrated programs including in-venue experiences, digital content, and authentic storytelling.

"This partnership will exponentially expand opportunities for PRCA membership as we connect with new brands and untapped digital avenues. 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," said Tom Glause, Chief Executive Officer of the PRCA.

The partnership brings Learfield's proven expertise in sports property management, sponsorship sales, brand activation and content monetization to the oldest and largest professional rodeo organization in the world. Founded in 1936, the PRCA sanctions more than 700 rodeos annually and serves as the governing authority for professional rodeo competition across North America. The organization currently serves more than 6,500 members and reaches more than 40 million fans through live events, broadcast, digital, social and streaming platforms.

"Learfield's extensive network of corporate partners gives us a unique ability to introduce professional rodeo to brands at a scale no one else in sports can match," said Andrew Wheeler, executive vice president of Learfield Sports Properties. "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."

Through the new relationship, Learfield will manage sponsorship inventory and brand integration opportunities across the PRCA's annual competition calendar, including arena signage, entitlement partnerships, official designations, broadcast integrations, hospitality programs, on-site activations, sampling opportunities and digital engagement campaigns.

The peak of the annual season is the prestigious National Finals Rodeo (NFR) in Las Vegas, the championship event of professional rodeo and one of the most celebrated events in American sports. Held each December over 10 days, the NFR has sold out every performance for more than three decades and attracts approximately 17,000 fans each night. In 2025, the event generated 176,000 ticketed attendees, 2.94 million television viewers and 1.44 million livestream sessions.

Beyond the NFR, sponsors will gain access to a national platform that spans 12 regional Circuit Finals rodeos held each fall throughout the United States, culminating in championship competition and delivering localized activation opportunities in key markets. The circuit system reaches fans across Colorado, Texas, California, Arizona, Florida, Kansas, Kentucky, Montana, North Dakota, Oregon, Pennsylvania, South Dakota and Utah, among other regions.

Throughout the remainder of the calendar competition year, corporate partners can activate across PRORODEO's Top 60 payout rodeos, a season-long schedule of premier events that draw dedicated audiences and serve as the pathway to postseason competition. These events provide brands with opportunities for community engagement, experiential marketing, hospitality and consumer activation on a national scale.

In addition to on-site event inventory, the agreement creates significant opportunities across PRCA's growing digital and media ecosystem. The PRCA also offers a robust content portfolio through PRORODEO Films, athlete storytelling, documentary content, highlights and branded content integrations that provide year-round visibility for sponsors beyond competition days.

About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.

About PRCA
The Professional Rodeo Cowboys Association is the oldest and largest professional rodeo-sanctioning organization in the world. Founded in 1936 and headquartered in Colorado Springs, Colorado, the PRCA sanctions more than 700 rodeos annually and promotes the sport of rodeo through premier competitions, athlete development, content platforms and fan engagement initiatives.