Missoula, Mont. – The University of Montana Rodeo Team (UM Rodeo) and LEARFIELD – the media and technology company powering college athletics – are proud to announce a new partnership through the company’s College Rodeo division to drive revenue and increase exposure for the sport.

Through this collaboration, LEARFIELD will leverage its innovative, data-driven strategies in digital and on-site fan engagement, in-venue branding, original content development through LEARFIELD Studios, and integration with student-athlete name, image and likeness (NIL), among other marketing assets, to deliver authentic fan connections for local, regional and national brands, as it does for more than 180 college athletics departments around the country.

“Joining forces with Learfield College Rodeo is a game–changer for our team,” said Montana Rodeo Head Coach Kory Mytty. “This partnership opens doors to showcase the remarkable skills, determination, and sportsmanship of our student-athletes on a national scale. We believe that this collaboration will not only amplify our team’s visibility but also contribute to the growth and popularity of rodeo as a collegiate sport.”

Launched in the summer of 2023, LEARFIELD College Rodeo is dedicated to elevating college rodeo and embracing the widespread influence and popularity of western heritage and culture. Through the College Rodeo division, LEARFIELD will leverage its longtime success in delivering sports and cross-campus marketing solutions to deliver new opportunities for college rodeo teams. Montana will join Cal Poly, Montana State and Wyoming as leaders in the rodeo program.

“When building partnerships, we often talk about ‘fit’,” said Andrew Wheeler, LEARFIELD Executive Vice President. “I can think of few things that are a better fit than The University of Montana and Rodeo. It’s truly an honor to work alongside these men and women to showcase their unique abilities, and to bring new opportunities to sponsor brands hungry to be part of the western culture and lifestyle.”

Led by Mytty, UM Rodeo is one of the premiere collegiate rodeo organizations competing in all 10 disciplines as part of the Big Sky Region of the National Intercollegiate Rodeo Association (NIRA). The program has boasted appearances at the College National Finals Rodeo every year since 1990, as a team or as individual competitors.

LEARFIELD is a diversified and influential 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 15,000 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.