COMMERCE, Texas – The East Texas A&M University Rodeo team (ETAMU Rodeo) and Learfield – the media and technology company powering college athletics – are excited to share a new partnership through the company’s College Rodeo division, designed to strengthen collegiate rodeo programs and heighten exposure for the sport.
The partnership will allow Learfield to utilize its advanced, data-driven solutions 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), along with other marketing assets, to create authentic fan connections for local, regional and national brands, as it does for more than 145 college athletics departments nationwide.
“College Rodeo is an important part of our culture at East Texas A&M. Coach White has done a fantastic job recruiting top rodeo athletes from across the country for our program,” said Bryan D. Rank, Dean, College of Agricultural Sciences and Natural Resources at ETAMU. “We are excited to partner with Learfield College Rodeo to advance our program. The timing is perfect to have this partnership in place when we host our spring rodeo in the new Agricultural Multi-Purpose Center on the East Texas A&M Campus.”
East Texas A&M Rodeo, led by Head Coach Dameon White, has quickly established itself as one of the region’s premier collegiate rodeo programs since its relaunch in 2013. Competing in the National Intercollegiate Rodeo Association’s Southern Region, the Lions have produced multiple College National Finals Rodeo champions and continue to attract top rodeo talent from across the country. The team trains at the university’s state-of-the-art Equine Center, featuring a new covered riding arena, modern stalls, and enhanced training amenities.
“The East Texas A&M Rodeo Program and I are pleased to partner with Learfield,” said Dameon White, Head Rodeo Coach. “Brad Poe and Shelby Rasmussen are and will continue to be excellent representatives for the ETAMU Rodeo Program. We look forward to collaborating with Learfield to achieve great success at ETAMU.”
“East Texas A&M has built something really special with its rodeo program,” said Brad Poe, Vice President & General Manager of Learfield College Rodeo. “The investment in world-class facilities and the continued success of their student-athletes make this an ideal time to bring in new partners who share their vision. Together, we’re excited to elevate the exposure of the program and open the door for even greater opportunities for the Lions and their rodeo community.”
Learfield College Rodeo has been committed to advancing college rodeo while celebrating the widespread influence and popularity of western heritage and culture since the division’s inception in the summer of 2023. 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.
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.