LARAMIE, Wyo. – University of Wyoming Athletics, the UW Rodeo program and Learfield – the leading media and technology company powering college athletics – are excited to announce a 5-year extension to their Learfield College Rodeo partnership. The collaboration between the two began in 2019 and eventually opened the door for Learfield College Rodeo's official launch in the summer of 2023.
The partnership has empowered growth and innovation for Wyoming Rodeo through the utilization of Learfield's 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. Together, these resources create authentic fan connections for local, regional and national brands, just as they do for more than 140 sports properties nationwide.
"We are thrilled to continue our partnership with Learfield College Rodeo," said Wyoming Head Rodeo Coach Seth Glause. "Our student athletes here at the University of Wyoming are getting a high-level experience, not only in the classroom but also in the arena, thanks to the partnership we have built with Learfield College Rodeo. We will continue to build our program with the collaboration of our friends at Learfield College Rodeo, as they bring great value in branding and content along with the integration of student-athlete NIL."
The relationship between Wyoming Rodeo and Learfield College Rodeo became a rapid success in Laramie and now remains one of the top performing rodeo properties across the LCR business. Additionally, the Cowboys stand at the forefront of student-athlete NIL in the collegiate rodeo space, as several UW Rodeo athletes have been part of the growing movement of student-athlete influencer marketing since the partnership's inception in 2023.
"Learfield College Rodeo enhances the experience of our student-athletes here at the University of Wyoming," said Randy Welniak, Deputy AD for Revenue and External Relations at UW. "This partnership also gives the University of Wyoming one of the best in-arena experiences for our fans as we look to build on the success of this partnership over the coming years."
Under Glause's leadership since July 2023, Wyoming Rodeo has long been a perennial power in the Central Rocky Mountain Region (CRMR) and regular competitor at the College National Finals Rodeo. The Cowboys and Cowgirls have combined for six National Intercollegiate Rodeo Association (NIRA) team championships and 21 individual titles.
Under their renewed and strengthened relationship with Learfield College Rodeo, the Wyoming Rodeo teams are set to host their home rodeo – the Laramie River Rendezvous – this weekend at UW's Cliff and Martha Hansen Livestock Arena, the home of UW Rodeo since 1996.
"University of Wyoming Rodeo was our first collegiate rodeo program and we couldn't be prouder to extend our partnership," said Brad Poe, Vice President & General Manager of Learfield College Rodeo. "What Seth Glause and the team there have built in the Cowboy State is impressive and our drive to continue to support their growth and championship experience is unwavering."
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 leading 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.
