AMES, Iowa (Jan. 28, 2026) – Iowa State Rodeo and Learfield – the leading media and technology company powering college athletics – announced today a new partnership aimed at strengthening the collegiate rodeo program and enhancing its exposure both inside and beyond rodeo competition. Through the partnership, Iowa State becomes the 19th rodeo program to join Learfield College Rodeo to expand sponsorship and revenue generation opportunities.
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 Iowa State Athletics and a total of 145 college athletics properties nationwide.
“The Rodeo Club at Iowa State University is excited to partner with Learfield College Rodeo on an exclusive marketing campaign,” said Colby Dugger, ISU Rodeo Club Team President. “This collaboration will create new opportunities to elevate the Cyclone Stampede and strengthen our ability to recruit top NIRA collegiate rodeo athletes. We look forward to the growth and momentum this partnership will bring to our program.”
The Iowa State Rodeo program, a student-run program advised under Iowa State University’s Department of Animal Sciences, boasts nearly 50 male and female athletes competing across nine different events in the Great Plains Region of the National Intercollegiate Rodeo Association (NIRA).
ISU Rodeo has hosted the annual Cyclone Stampede in Ames for more than 60 years, with this year’s event slated for March 27-28. It is the last student-run rodeo in the nation and will host more than 250 rodeo athletes this year at the Hansen Agriculture Student Learning Center.
“We're excited to deliver a championship experience for Iowa State Rodeo cowboys and cowgirls and continue to elevate their program and preserve the western way of life,” said Brad Poe, Vice President & General Manager of Learfield College Rodeo. “One of the nation's top ranked agricultural schools combined with Learfield's long term partnership on campus and relationships across Iowa makes our partnership with the rodeo club primed for success. The Cyclone Stampede is a great annual event with a packed crowd cheering on their Cyclones and we're pleased to be aligned and to deliver strong partnerships to the rodeo program.”
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.