MANHATTAN, Kan. – The Kansas State Rodeo team (K-State 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.
“K-State Rodeo is excited to partner with Learfield College Rodeo,” said Kansas State Rodeo Head Coach Casy Winn. “This partnership marks a pivotal step forward in enhancing the opportunities we provide to our students and supporting the growth of rodeo at Kansas State University.”
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. Kansas State will join Cal Poly, Colorado Mesa, 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.
“The future of K-State Rodeo is incredibly bright, and we’re thrilled to support their continued growth,” said Brad Poe, vice president and general manager of Learfield College Rodeo. “Their brand-new rodeo arena, combined with the dedication of the K-State Rodeo Advisory Council, ensures a championship experience for current and future rodeo athletes.”
K-State Rodeo, under Winn’s leadership, competes in the Central Plains Region of the National Intercollegiate Rodeo Association (NIRA) and participates in 10 rodeo events each season. Established in 1946, the program boasts a proud history and tradition, playing a key role in the development of collegiate rodeo and the formation of the NIRA Central Plains Region. Now in its 77th year, the team held its final rodeo in Weber Arena in February 2024, as the historic venue is set for demolition in April. A new state-of-the-art indoor facility is under construction and expected to host its first K-State Rodeo in the spring of 2026, ushering in an exciting new chapter for the program.
About Learfield
Learfield is the 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.