DSU Rodeo becomes 14th program to partner with Learfield College Rodeo
DICKINSON, N.D. – The Dickinson State Rodeo team (DSU 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.
“Finding partners that value the western way of life is important for Dickinson State as we heavily invest in the future of our Agricultural and Rodeo programs,” said Dickinson State University President Scott Molander.
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. Dickinson State will join Cal Poly, Colorado Mesa, Colorado State, Idaho State, Kansas State, Montana, Montana State, Montana Western, Oklahoma State, Texas A&M, UNLV, Utah State, and Wyoming as the 14th member of the rodeo program, which also added the Central Rocky Mountain Region as first regional partner in May 2024.
“The commitment by Dickinson State University to grow and elevate their rodeo program is unwavering and something we are very excited to support through our partnership,” said Brad Poe, Vice President & General Manager of Learfield College Rodeo. “We’re thrilled to be aligned with their program and to continue to build upon their championship attitude and approach and provide their rodeo athletes with a championship experience.”
The Blue Hawks are set to compete on the national stage June 15-21 as they make their second appearance in four years at the College National Finals Rodeo (CNFR) in Casper, Wyoming. In addition to partnering with Learfield College Rodeo, Dickinson State is also showing its commitment to the continued success of DSU Rodeo through the ongoing $25 million on-campus arena project, set to be completed prior to the 2026 Blue Hawk Stampede.
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.