DILLON, Mont. – The University of Montana Western (UMW) and Learfield College Rodeo, a new division within Learfield – the media and technology company powering college athletics – are thrilled to unveil an exciting new partnership aimed at elevating collegiate rodeo programs and expanding the reach of the sport.

“This partnership allows us to honor the rich heritage of Bulldog Rodeo while charting a course toward unparalleled growth,” said Montana Western Athletic Director Michael Feuling. “We are confident that Learfield can amplify opportunities for our student-athletes and also create avenues to maximize our brand partnerships in the Dillon community and throughout the state of Montana.”

Through this collaboration, Learfield will deploy 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. These efforts will facilitate authentic fan connections for local, regional, and national brands, aligning with Learfield’s success in delivering marketing solutions across collegiate sports.

“We’re excited to partner with Learfield College Rodeo and seize the opportunity to build upon the amazing support already being shown to our program,” said Montana Western Rodeo Head Coach JT Robbins. “Our goal is to improve the experience that our athletes have at Montana Western, and this collaboration will provide the resources to grow the program and offer unique opportunities to showcase our talented athletes.”

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 its 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 Western will join a burgeoning roster of programs in the division, alongside esteemed institutions Cal Poly, Colorado State, Montana, Montana State, Utah State, and Wyoming.

“We’re thrilled to add Bulldog Rodeo to the ever-growing portfolio of Learfield College Rodeo schools,” expressed Brad Poe, vice president and general manager of Learfield College Rodeo. “They are a tremendous addition with a longstanding history of rodeo success. Shelby Rasmussen, a Montana native and former coach of the women’s MSU rodeo team, now serving as the Associate – Business Development & Rodeo Operations for Learfield College Rodeo, will be our boots on the ground engaging with Bulldog Rodeo partners, the Dillon community, and the state of Montana to grow Montana Western Rodeo.”

UMW Rodeo, under Robbins’ leadership, competes in the Big Sky region of the National Intercollegiate Rodeo Association (NIRA) and participates in 10 rodeo events each season. Montana Western, formerly known as Western Montana College, has a rich history of participation at the College National Finals Rodeo, with the team making their debut appearance at the finals in 1988. Since then, the program has boasted several appearances at the event, either as a team or with individual competitors.

About Learfield
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.