Texas A&M and Learfield Partner on College Rodeo Business

COLLEGE STATION, Texas – The Texas Aggie Rodeo Team in the Texas A&M Department of Animal Science 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 elevating collegiate rodeo programs, driving revenue, and expanding the reach of 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.

“Texas Aggie Rodeo is excited about our new partnership with Learfield College Rodeo, which will help us promote our university and support our team members in their educational and rodeo career goals,” said Roger Hanagriff, Ph.D., Texas Aggie Rodeo Team coach and instructional associate professor in the Department of Animal Science. “Our longstanding tradition as a founding member of the National Intercollegiate Rodeo Association (NIRA) aligns perfectly with this new and innovative opportunity to promote college athletes and connect with corporate supporters.”

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. Texas A&M will join Cal Poly, Colorado State, Idaho State, Montana, Montana State, Montana Western, 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.

“We’re honored to represent the Texas Aggie Rodeo program, which boasts a proud and rich tradition rooted deep in the heart of Texas,” said Brad Poe, vice president and general manager of Learfield College Rodeo. “There’s a bright future ahead for Texas Aggie Rodeo student-athletes, built on the successes of the past, and we’re excited and ready to deliver a championship experience for the program.”

Texas Aggie Rodeo, a competitive team in the Department of Animal Science under Hanagriff’s leadership, 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 that goes back to its formation in 1919. Texas A&M Rodeo precedes the NIRA by 30 years, which was formed in 1949 to organize collegiate rodeo into a nationally recognized sport and outline academic and program standards.  This defines a rich and historical legacy of rodeo at Texas A&M University. Texas A&M Rodeo’s NIRA successes include dozens of individual and team championships at both the Regional and National levels.  This collaboration with Learfield College Rodeo is exciting as it will support the team, students, and program initiatives.

“We are extremely proud of the continued success of our rodeo team,” said Clay Mathis, Ph.D., professor and head 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 support the team on this exciting new partnership.”

About Learfield
Learfield is a diversified and influential 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 15,000 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.