SPEARFISH, S.D. – Black Hills State Athletics and Learfield – the media and technology company powering college athletics – announced today a new partnership between the Yellow Jackets and Learfield’s College Rodeo division aimed at strengthening the collegiate rodeo program and enhancing its exposure both inside and beyond rodeo competition.
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 145 college athletics properties nationwide.
“We are incredibly excited and proud to partner with Learfield as we continue to advance our nationally accredited rodeo program, expand our national visibility, and create meaningful new opportunities for our student-athletes, our university, and the rodeo community,” stated Mark Nore, Director of Athletics at Black Hills State University.
“We look forward to partnering with Learfield to strengthen support for our BHSU Rodeo Team,” added Glen Lammers, Head Coach of the Yellow Jackets Rodeo program. “Their ability to connect us with national and regional sponsors who believe in our student athletes and our vision will make a big difference in and out of the arena.”
BHSU Rodeo, led by Lammers since 2008, has collected 13 Great Plains Region titles between the men’s and women’s programs, including back-to-back titles in 2024 and 2025 and 10 in 14 seasons for the Yellow Jacket women’s team. To date, the Yellow Jackets boast nine national championships claimed by seven different individuals at the annual College National Finals Rodeo, two of which were coached by Lammers.
The Yellow Jackets compete out of nearby Seven Downs Arena, where they host the Will Lantis Yellow Jacket Stampede every spring.
“We're thrilled to partner with the Yellow Jackets and their outstanding rodeo program,” said Brad Poe, Vice President & General Manager of Learfield College Rodeo. “Under Mark and Glen’s leadership, they are primed for continued success and future growth. We're grateful that they put their trust in Learfield College Rodeo to expand their national exposure and create a championship experience for their rodeo athletes.”
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.