PORTALES, N.M. – Eastern New Mexico University Athletics and Learfield – the leading media and technology company powering college athletics – announced today a new partnership between the Greyhounds Rodeo program and Learfield College Rodeo. With the agreement, The Greyhounds become the 20th collegiate rodeo program to join the Learfield College Rodeo platform.
The partnership is designed to elevate ENMU Rodeo through expanded brand exposure, enhanced fan engagement, and new revenue opportunities. Leveraging Learfield’s industry-leading expertise in digital marketing, in-venue branding, original content development through Learfield Studios, and Name, Image and Likeness (NIL) integration, the collaboration will connect ENMU Rodeo with local, regional, and national brands.
“We are excited about the partnership between Learfield College Rodeo and our rodeo program,” said John Sharp, ENMU Head Rodeo Coach. “Both organizations share a commitment to supporting student-athletes and growing the sport of collegiate rodeo, and we believe this partnership will help us continue to build a championship-level program.”
ENMU Rodeo, led by Sharp since June 2025, is one of the premier programs in collegiate rodeo, producing seven national champions or runners-up since 2010. The Greyhounds returned to the College National Finals Rodeo last season through individual qualifier Shacie Marr, while the women’s team earned a team victory at the Odessa College Rodeo earlier this year.
The Greyhounds compete at Lewis-Cooper Arena, home of the annual ENMU “Rodeo Daze,” widely recognized as the largest collegiate rodeo event in the country and a signature event for the Portales and Clovis communities.
“Eastern New Mexico's rodeo program has tremendous potential and we are proud to welcome them as our 20th partner,” said Brad Poe, Vice President & General Manager of Learfield College Rodeo. “Coach Sharp has brought great energy to the program, and we look forward to working together to create a first-class experience for student-athletes and fans.”
Learfield College Rodeo was launched in 2023 to advance collegiate rodeo while celebrating the rich tradition of western heritage and culture. Through this platform, Learfield provides innovative marketing solutions and new revenue opportunities for rodeo programs across the country.
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.