PLANO, Texas – Learfield, the media and technology company powering college athletics, proudly announces the appointment of long-time employee Brad Poe as vice president and general manager of Learfield College Rodeo (LCR). In this role, Poe will lead the day-to-day operations of the Learfield College Rodeo division, providing strategic vision for property acquisition and business development initiatives.

“We’re thrilled to announce Brad’s transition to the role of vice president and general manager of Learfield College Rodeo,” said Chris Kingston, Learfield’s senior vice president of multimedia rights. “Brad’s extensive experience in collegiate sports properties, combined with his deep connection to the rodeo community, uniquely positions him to lead our efforts in this exciting new venture.”

As vice president and general manager, Poe will cultivate and steward local, cross-property, and national sponsor partnerships for LCR partners, multimedia initiatives, and rodeo events. He will also collaborate with Brownfield AG and AgriAmerica to leverage fan data in Learfield’s Fanbase system and deliver content that resonates with rodeo fans and audiences across the country.

“I’m honored to lead this new division for Learfield,” said Poe, Learfield’s vice president and general manager of Learfield College Rodeo. “The passion and deep heritage in the western industry is unmatched and I couldn’t be more eager to serve our partner institutions and help elevate college rodeo as a whole.”

With roots in the western and agricultural lifestyle, Poe brings a wealth of experience to this role. Growing up on a family farm and attending the University of Idaho, he has a deep understanding of the values and traditions inherent in the rodeo community.

Poe’s journey to Learfield College Rodeo comes after a decade-long tenure as general manager of Wyoming Sports Properties at the University of Wyoming. During his time there, Poe played a pivotal role in establishing the first partnership between the property and the university’s rodeo program. Prior to Wyoming, Poe held leadership positions at various Learfield properties, including Jackrabbit Sports Properties (South Dakota State) and Spartan Sports Properties (San Jose State), and served as an account executive at Vandal Sports Properties (University of Idaho).

The appointment of Poe comes at an exciting time for Learfield, after the company introduced Learfield College Rodeo in the summer of 2023. LCR is a new division dedicated to elevating college rodeo and by embracing the widespread influence and popularity of western heritage and culture, we have a tremendous opportunity to incorporate NIL solutions to maximize sponsorship opportunities for clients. Learfield, with Poe’s expertise, aims to expand opportunities and showcase the passion for rodeo within collegiate communities. The current Learfield College Rodeo portfolio includes esteemed partner institutions Cal Poly, Colorado State, Montana, Montana State, UNLV, Utah State and Wyoming, and is expected to double within the next year.

About Learfield
Learfield is a leading media, data and technology services company in intercollegiate athletics. The company unlocks the value of sports for brands and fans through an omnichannel platform with innovative content and commerce solutions. Learfield services includes licensing and multimedia sponsorship management; publishing, audio, digital and social media; data analytics; ticketing, ticket sales and professional concessions expertise; branding; campus-wide business and sponsorship development; and venue technology systems. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.