CANYON, Texas – Learfield and the West Texas A&M University Rodeo Team (WT Rodeo) have announced their new agreement through the company’s College Rodeo division, which works to support collegiate rodeo programs and elevate awareness for the sport. WT Rodeo becomes the 21
st collegiate rodeo program to team up with Learfield College Rodeo.
Through the partnership, Learfield will utilize its industry expertise in data-driven strategies and immersive fan engagement, integration with student-athlete name, image, and likeness (NIL), in-venue branding, custom content through Learfield Studios, as well as other marketing assets. These components will support WT Rodeo by ensuring new revenue opportunities and enhancing brand visibility.
“We're excited to partner with Learfield College Rodeo and become part of an organization that shares our commitment to growing the sport of collegiate rodeo,” said Cody Bonds, Head Rodeo Coach of West Texas A&M Rodeo Team. “This partnership creates incredible opportunities for West Texas A&M University and WT Rodeo to expand our reach, create additional resources for our student-athletes, and build meaningful relationships that will benefit our program for years to come. We're proud of the direction our program is headed, and we look forward to working alongside Learfield to continue growing the WT Rodeo brand while creating new opportunities for our student-athletes, alumni, and supporters.”
Since the division’s establishment in the summer of 2023, Learfield College Rodeo has been devoted to fueling college rodeo programs while also celebrating the widespread influence and popularity of western heritage and culture. Learfield utilizes its ongoing success in providing partners with valuable marketing assets to implement new opportunities for college rodeo teams.
“We’re excited to have West Texas A&M Rodeo Team join the Learfield College Rodeo community,” said Shelby Rasmussen, Executive Director of Learfield College Rodeo. “The program’s rapid growth and forward-thinking initiatives position it to be a dynamic addition to LCR. We are excited to work together to open the door for ongoing success and future opportunities.”
WT Rodeo has been an entity of West Texas A&M University for over 75 years, competing in the Caprock region. The team is led by Cody Bonds, who joined the university in 2023 and has consistently contributed to the development and rapid growth of the WT Rodeo program. Bonds continues to support student athletes and influence the next generation of rodeo champions through his commitment to the program's pillars: culture, community, and performance. Composed of over 40 members, the team has achieved great success by excelling at the College National Finals Rodeo, Wrangler National Finals Rodeo, and other prestigious national contests.
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.