PLANO, Texas – Learfield College Rodeo today announced a landmark partnership with Tecovas, marking a significant collaboration between the fast-growing Western brand and the collegiate rodeo community.
As part of this partnership, Tecovas will serve as an official partner of Learfield College Rodeo and engage with fans through a series of digital activations. The agreement also includes team sponsorships at select schools, each featuring a standout student-athlete serving as a brand ambassador. The athletes serving as official brand ambassadors throughout the 2025–26 season are Sam Gallagher (Wyoming), Gavin French (Texas A&M), and Holden Atkinson (Montana State).
“Tecovas is proud to support Learfield College Rodeo, representing an institution deeply rooted in the heritage and values of the West,” said Sam Fodrowski, VP of Marketing at Tecovas. “At Tecovas, we aim to honor the traditions that shaped us while investing in the future of western sport and lifestyle. Partnering with Learfield College Rodeo allows us to celebrate the grit, spirit, and passion of the next generation of western athletes.”
Known for its intentional quality, unmatched hospitality, and a mission to help everyone, Tecovas has become the fastest-growing Western brand in the world. Founded in 2015 by Paul Hedrick, Tecovas set out to reimagine the Western industry by combining heritage craftsmanship with a modern, customer-first experience—making boots more accessible, less intimidating and stylish.
“We’re excited to welcome Tecovas as an official partner of Learfield College Rodeo,” said Shelby Rasmussen, Associate – Business Development & Rodeo Operations for Learfield College Rodeo. “Their brand aligns perfectly with the authenticity and values of the rodeo community, and this partnership is an important milestone in continuing to grow the visibility and impact of collegiate rodeo.”
Launched in summer 2023, Learfield College Rodeo is dedicated to elevating college rodeo and embracing the widespread influence and popularity of Western heritage. The platform leverages Learfield’s extensive experience in sports and cross-campus marketing to bring new opportunities to rodeo programs, athletes, and brand partners. Current Learfield College Rodeo partners include Cal Poly, Colorado Mesa, Colorado State, Idaho State, Kansas State, Montana, Montana State, Montana Western, Texas A&M, UNLV, Utah State, and Wyoming, along with the Central Rocky Mountain Region, which became Learfield’s first regional rodeo partner in May 2024.
About Tecovas
Tecovas was founded in 2015 by Paul Hedrick with a mission to reimagine the Western industry through quality craftsmanship and a customer-first approach. What started with boot sketches and bold ideas quickly grew into a modern Western brand, rooted in tradition and built for today’s consumer. Designed in Austin and handmade by expert artisans in León, Mexico, Tecovas is now the fastest-growing Western brand in the world, known for timeless design, unmatched comfort, and authentic storytelling.
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.