STILLWATER, Okla. – The Oklahoma State Rodeo team (OSU 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.
“Partnering with Learfield College Rodeo reinforces our program’s longstanding tradition of excellence,” said Oklahoma State University Rodeo Team Head Coach Cody Hollingsworth. “As part of the Ferguson College of Agriculture, we are committed to supporting students’ academic achievements and rodeo successes. This collaboration aligns seamlessly with Learfield College Rodeo’s mission to elevate the collegiate rodeo experience, and we look forward to the expanded opportunities it will provide our rodeo athletes and the increased visibility it will bring to our program on a national scale.”
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. Oklahoma State will join Cal Poly, Colorado Mesa, Colorado State, Idaho State, Kansas State, Montana, Montana State, Montana Western, Texas A&M, UNLV, 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 2024.
“We’re proud to welcome the Oklahoma State University Rodeo team to the Learfield College Rodeo family,” said Brad Poe, vice president and general manager of Learfield College Rodeo. “OSU Rodeo aligns with our goal to preserve and grow the western lifestyle for future generations. We aim to build upon the great work that Cody Hollingsworth and his team have accomplished and continue to build a championship experience for the Oklahoma State University Rodeo program and their rodeo athletes.”
Oklahoma State Rodeo, under Hollingsworth’s leadership, competes in the Central Plains Region of the National Intercollegiate Rodeo Association (NIRA) and participates in 10 rodeo events each season. The Oklahoma State University Rodeo Association was founded in 1946 and has been an active member of the NIRA since 1948. The OSU Rodeo team has produced three all-around national champions, two national champion teams, and six individual event national champions.
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.