FORT COLLINS, Colo. – The Colorado State University Rodeo Team (CSU 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.
“We’re excited to join Learfield in advancing the success of student-athletes in intercollegiate rodeo,” says James Pritchett, Dean of Agricultural Sciences at CSU. “College rodeo provides students a platform for professional development and personal success as the member of the university community – and Learfield’s partnership centers positive student outcomes in their business practice.”
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. Colorado State will join Cal Poly, Montana, Montana State and Wyoming as members of the rodeo program.
“We are thrilled to partner with Colorado State to help elevate the sport of collegiate rodeo and create new avenues for fans and sponsor brands looking to deepen their engagement in western culture,” stated Andrew Wheeler, Executive Vice President at Learfield. “Our collaboration with the CSU rodeo team offers an exciting opportunity to spotlight their talents and reinforces Learfield’s dedication to fostering growth and connecting fans with the brands they love.”
CSU Rodeo, led by head coach Seth Peterson, competes in 10 rodeo events each season and represents the Central Rocky Mountain Region of the National Intercollegiate Rodeo Association (NIRA). The program, which holds the distinction of hosting the Skyline Stampede, the first official collegiate rodeo event in the country, made its debut at the College National Finals Rodeo in 1957 and has since showcased several appearances at the event, either as a team or with 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.