GRAND JUNCTION, Colo. – The Colorado Mesa University Rodeo Team (CMU Rodeo) and Learfield – the media and technology company powering college athletics – are excited to announce a new partnership through the company’s College Rodeo division, aimed at enhancing collegiate rodeo programs and increasing 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 160 college athletics departments around the country.
“Colorado Mesa Rodeo is exceptionally proud to partner with Learfield College Rodeo,” said Colorado Mesa Rodeo Head Coach Branden Edwards. “This partnership allows us to showcase our program on a national level with a team that truly understands our sport and the western lifestyle.”
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 leverages its longtime success in providing sports and cross-campus marketing solutions to deliver new opportunities for college rodeo teams. Colorado Mesa will join Cal Poly, Colorado State, Idaho State, Montana, Montana State, Montana Western, Texas A&M, Utah State, and Wyoming as members of the rodeo program, as well as the Central Rocky Mountain Region, which became LCR’s first regional partner in May.
“We couldn’t be more excited to partner with the Colorado Mesa University rodeo program,” stated Brad Poe, vice president and general manager of Learfield College Rodeo. “Rodeo is a major part of the Grand Junction community, and we’re committed to supporting its growth and providing the best possible experience for the Maverick Cowboys and Cowgirls.”
CMU Rodeo, under Edwards’s leadership, competes in 10 rodeo events each season and represents the Rocky Mountain Region of the National Intercollegiate Rodeo Association (NIRA). The program has been competing as a team since 1970 and hosts the annual Maverick Stampede Rodeo, which has been a key event for the university and the community for over a decade. In 2024, the CMU women’s rodeo team won the national title in goat tying at the College National Finals Rodeo, marking the program’s first national title, and achieved a No. 1 ranking nationally and in the Rocky Mountain Region.
About Learfield
Learfield is the leading 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 12,000 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.