PUEBLO, Colo. – Learfield College Rodeo (LCR) announced today a new philanthropic partnership with the Western Sports Foundation (WSF) to expand wellness resources, leadership development, and long-term support for student-athletes in the western sports community.
As part of the partnership, LCR will promote WSF’s mission by featuring the foundation across its college rodeo events, official website, and LCR podcast to help drive donations and awareness. In return, Western Sports Foundation will recognize LCR as a strategic partner on its website and invite LCR to participate in key initiatives throughout the year, including wellness clinics for college rodeo programs and events such as the Coaches Summit at the College National Finals Rodeo. In addition, a dedicated Learfield College Rodeo Mentor will support WSF’s athlete-focused programs year-round.
“We are incredibly proud to partner with Learfield in support of Western Sports Foundation’s mission to champion the health and wellness of western sports athletes,” said Mai Brit Harvey, Interim Executive Director of the Western Sports Foundation. “This collaboration represents a shared commitment to the current and next generation of athletes, including the college athletes and coaches who are shaping the future of the sport. Together, we’re building a stronger, more sustainable foundation for the entire western sports community.”
Founded in 1998, the Western Sports Foundation supports the overall wellness of athletes competing in western sports. WSF provides vital resources such as physical and mental health services, career and financial planning, life skills training, and education—all designed to prepare athletes for success in and out of the arena.
“We truly believe in the Western Sports Foundation’s mission and the impact they have on the industry,” said Shelby Rasmussen, Associate – Business Development & Rodeo Operations for Learfield College Rodeo. “Through this partnership, we are excited to promote and assist with their fundraising efforts and provide more resources to college rodeo athletes and coaches. This alignment is the perfect next step in elevating college rodeo and preserving the western way of life.”
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, Dickinson State, Idaho State, Kansas State, Montana, Montana State, Montana Western, Oklahoma State, 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 Western Sports Foundation
Western Sports Foundation is a 501(c)(3) nonprofit organization committed to enhancing the overall wellness of western sports athletes both in and out of the arena. WSF provides preventative care, mental health support, physical wellness programs, career planning, and life skills training to ensure athletes at every level—from youth to professional—are equipped for long-term success. Learn more at www.wsf.org.
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.