LOGAN, Utah – The Utah State University Rodeo Team (USU 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 are excited to bring Learfield College Rodeo into the Utah State Rodeo family,” said Colton Bair, Head Coach of the Utah State Rodeo team. “College rodeo student-athletes are driven to excel in and out of the arena, positively impacting our communities. With the experience Learfield brings to the table, the bar is being raised, elevating the experience for our students, fans, and sponsors. We are thrilled to be part of this journey.”
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. Utah State will join Cal Poly, Colorado State, Montana, Montana State, and Wyoming as members of the rodeo program.
“Learfield is excited to partner with Utah State to showcase the dynamic world of collegiate rodeo,” stated Andrew Wheeler, Executive Vice President at Learfield. “It’s a privilege to collaborate with this talented team to not only showcase their unique abilities, but to introduce sponsor brands to the western culture and lifestyle.”
USU Rodeo, under Bair’s leadership, competes in the Rocky Mountain Region of the National Intercollegiate Rodeo Association (NIRA) and participates in 10 rodeo events each season. The program has a rich history of participation at the College National Finals Rodeo, with the team making their debut appearance at the finals in 1968. Since then, the program has boasted 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.