Dallas, Texas (July 8, 2026) – On the brink of Learfield College Rodeo and PBR’s first ever Collegiate All-Star Rodeo, LCR is turning to industry-wide respected Cowgirl, Shelby Rasmussen, to lead the western sports business line into the future as its next General Manager.
Rasmussen joined Learfield College Rodeo as Coordinator of Operations, Sponsorships, and Events in June of 2023 before promotions to Associate of Business Development and then her prior role as Executive Director. Shelby continues to elevate the business of college rodeo every day, playing an integral part in the growth of Learfield College Rodeo to include 20 Collegiate Rodeo Programs, with many more to come.
“We are lucky to have Shelby lead Learfield College Rodeo. In addition to her expertise as a rodeo athlete, coach and National Champion, Shelby understands the value of college rodeo for our schools and brand partners,” said Chris Kingston, Senior Vice President, Learfield Sports Properties. “Particularly in the collegiate space, Shelby has a special authenticity that is unmatched by industry peers, especially when combined with her business acumen and deep desire to promote and preserve the western lifestyle.”
Rasmussen was named a 2024 Wrangler Cowgirl 30 Under 30 honoree for her role in the incremental growth of Learfield College Rodeo. From revenue growth to “run of show,” she has transformed the collegiate rodeo experience for student-athletes, schools, and brand partners. Under her leadership, four LCR programs – Colorado State, Oklahoma State, Montana State and Texas A&M – have received recognition as Rodeo of the Year. Additionally, she led the charge on the collaboration with Professional Bull Riders (PBR) for the first ever Credit One Bank
Collegiate All-Star Rodeo presented by Mahindra Tractors in CANVAS Stadium at Colorado State University this Friday.
“I am incredibly honored to step into the role of General Manager and grateful for the trust placed in me to help lead Learfield College Rodeo into its next chapter,” said Rasmussen. “College rodeo holds a special place in my heart and having the opportunity to work alongside our student athletes, coaches, universities, and industry partners has been one of the greatest privileges of my career. I am excited for what's ahead and to continue to take college rodeo to the next level, creating opportunities for our student athletes and teams, while growing the sport that helped raise me.”
In addition to her sales and operational leadership, Rasmussen hosts the
Learfield College Rodeo Podcast with Shelby Rasmussen, the only rodeo podcast dedicated solely to college rodeo. This one-of-a-kind podcast showcases student-athletes, coaches, industry leaders, and brand partners that provide riveting story-telling surrounding college rodeo.
Prior to joining Learfield, Rasmussen coached the Montana State Bobcat Rodeo Team where she developed and mentored a regional champion and the national reserve champion women’s rodeo team. Just before her coaching stint, she worked for Pendleton Whisky full-time while attending graduate school at Montana State University and serving as the Montana State University’s Rodeo Team Captain.
Born to rodeo and having always risen to the top, she was a high school rodeo state champion and the National High School Rodeo Association president. While attending Montana State University, where she earned a degree in marketing, Rasmussen qualified for the College National Finals Rodeo and won a national champion women’s team title, all while working four internships at Equibrand, the National High School Rodeo Association, Ride Pass, and the Cowboy Channel.
What industry leaders are saying about Shelby Rasmussen:
“Shelby is an essential part of our College Rodeo success at Texas A&M. Whether helping secure advertisers, helping set our arena, video graphics, or helping develop our run of show and production ideas. She is an important part of our program and helps make LCR a great partner.” – Roger Hanagriff, Head Rodeo Coach at Texas A&M University
“Shelby’s background as a college rodeo competitor, rodeo coach, and experience with rodeo production, really helped us “raise the bar” for our K-State University College Rodeo. I’m eager to see what she can do in her new role leading Learfield College Rodeo.” – Christi Braudrick, Head Rodeo Coach at Kansas State University
“There couldn't be a better person for this role. Shelby knows college rodeo because she's lived it from so many different angles, and her heart for this community shows in everything she does. Her leadership, commitment to student-athletes, and passion for growing the sport will continue to make a lasting impact. Congratulations, Shelby!” – Mai-Brit Harvey, Executive Director of the Western Sports Foundation
“In my time working with Shelby, it's apparent she has earned this opportunity through her leadership, professionalism, and commitment. She is a hands-on leader who isn't afraid to step in wherever needed, has earned the respect of those throughout the industry, and consistently represents the sport with integrity. There's no doubt she'll continue to elevate the program in her new role.” – Jack Holmberg, Vice President of Competition at Professional Bull Riders (PBR)
“Shelby has been an instrumental person in growing collegiate rodeo. The growth of Learfield College Rodeo is in part thanks to Shelby's efforts to find new revenue streams for all member colleges. Rodeo is forged from its athletes’ past, present, and future. There is no better person to lead the future of college rodeo than former Montana State Bobcat and National Champion Shelby Rasmussen.” – Holoakea Husen, Director of Marketing and Game Operations at Montana State University.
“I really appreciate Shelby for the knowledge and passion she has for college rodeo, and for the efforts she is willing to put in to make it better for everyone.” – JT Robbins, Head Rodeo Coach at the University of Montana Western
“Shelby is someone who has a special insight into the way that college rodeo programs and college rodeo athletes manage the moving pieces of academics and high-level competition.” – Branden Edwards, Head Rodeo Coach at Colorado Mesa University
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.