POCATELLO, Idaho – The Idaho State University Rodeo Team (ISU Rodeo) and Learfield College Rodeo, a new division within Learfield – the media and technology company powering college athletics – are proud to announce a new partnership aimed at enhancing collegiate rodeo programs and increasing exposure for the sport.
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 thrilled to welcome Learfield College Rodeo to the Idaho State Rodeo family,” said Idaho State Rodeo Head Coach Kindee Kananen. “College rodeo student-athletes excel both in the classroom and the arena, positively impacting our communities. This partnership will promote our student-athletes’ incredible skills, hard work, and sportsmanship on a national level, while raising the bar and enriching the experience for our students, fans, and sponsors.”
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. Idaho State will join a growing roster of programs in the division, alongside esteemed institutions Cal Poly, Colorado State, Montana, Montana State, Montana Western, Utah State, and Wyoming.
“We are excited to welcome Idaho State Rodeo to the Learfield College Rodeo portfolio of schools,” stated Brad Poe, vice president and general manager of Learfield College Rodeo. “We’re eager to help them continue to elevate their brand and program, and look forward to further building upon the success they’ve already achieved.”
The ISU Rodeo Team has been a member of the National Intercollegiate Rodeo Association and part of the Rocky Mountain Region for more than 30 years. As a member of the NIRA, ISU Rodeo competes against other rodeo athletes from colleges and universities throughout Idaho, Utah, and Colorado, participating in 10 collegiate rodeo events each season. The program has made several appearances at the College National Finals Rodeo, either as a team or with individual competitors, with its first CNFR event champion dating back to 1959, placing the program in its remarkable 65th year.
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.