COLLEGE STATION, Texas – The Texas Aggie Rodeo Team from Texas A&M University’s Department of Animal Sciences and Learfield, the media and technology company supporting college sports, are pleased to announce a new partnership aimed at elevating collegiate rodeo programs, increasing revenue and expanding the reach of the sport through the company’s College Rodeo division.
Through this collaboration, Learfield will utilize innovative, data-driven strategies across a range of marketing assets, including digital and on-site fan engagement, in-venue branding, original content development through Learfield Studios and student-athlete name, image and likeness (NIL) integration to provide authentic fan connections for local, regional and national brands, as well as more than 160 collegiate athletic departments across the nation.
“The Texas Aggie Rodeo is excited about our new partnership with Learfield College Rodeo, which will help promote the university and support our team members in achieving their educational and rodeo career goals,” said Dr. Roger Hanagriff, coach of the Texas Aggie Rodeo team and associate professor of education in the Department of Animal Science. “Our longstanding tradition as a founding member of the National Collegiate Rodeo Association (NIRA) aligns perfectly with this new and innovative opportunity to promote our college athletes and connect with corporate supporters.”
Launching in summer 2023, Learfield College Rodeo is focused on elevating college rodeo and embracing the widespread influence and popularity of western traditions and culture. Through the College Rodeo division, Learfield will leverage its longstanding success in providing sports and intercampus marketing solutions to provide new opportunities for college rodeo teams. Texas A&M joins California Polytechnic State University, Colorado State University, Idaho State University, University of Montana, Montana State University, Montana Western College, Utah State University and University of Wyoming in participating in the rodeo program with the Central Rocky Mountain Region becoming LCR’s first regional partner in May.
“We are honored to represent the Texas Aggie Rodeo program, which boasts a proud and rich tradition that is deeply rooted in the heart of Texas,” said Brad Poe, vice president and general manager of Learfield College Rodeo. “Texas Aggie Rodeo’s student-athletes have a bright future ahead of them, building on their past successes, and we are excited and ready to provide a championship experience for the program.”
Texas Aggie Rodeo is a competitive team from the College of Animal Sciences led by Hanagriff that competes in the Southern Region of the NIRA and participates in 10 rodeo events each season. The rodeo program at Texas A&M has a rich history of participation since its founding in 1919. Texas A&M Rodeo predates NIRA by 30 years, which was founded in 1949 to organize collegiate rodeo as a nationally recognized sport and outline academic and programmatic standards. This defines the rich and historic legacy of rodeo at Texas A&M University. Texas A&M Rodeo’s success in NIRA includes dozens of individual and team championships at both the regional and national levels. We are excited about this collaboration with Learfield College Rodeo as it will support the efforts of the team, students, and programs.
“We are extremely proud of the rodeo team’s continued success,” said Dr. Clay Mathis, professor and chair of the Department of Animal Science. “Their tradition of excellence, respect and dedication defines what it means to be a team member, and we are grateful to be able to support the team in this exciting new partnership.”
About Learfield
Learfield is a diversified, influential media and technology company serving the world of collegiate sports. Learfield owns and leverages extensive industry data sets and relationships to drive revenue, growth, brand awareness and fan engagement for brands, sports and entertainment properties through digital and physical platforms. With connections to over 1,200 collegiate institutions and over 15,000 local and national brand partners, Learfield has a presence in collegiate sports and live events to maximize impact and reach to targeted audiences. With solutions that enable a 24/7, 365-day fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game tickets, athletic program donor identification, exclusive custom content, innovative marketing initiatives, NIL solutions and advanced digital platforms. Since 2008, the company has been the title sponsor of the highly regarded Learfield Directors’ Cup, supporting athletic departments across all divisions.