ALPINE, Texas (September 1st, 2026) – Sul Ross State University and Learfield announced today a partnership agreement making Sul Ross Rodeo the 22nd collegiate rodeo program to join Learfield College Rodeo. Sul Ross, led by 2010 National Coach of the Year and Idaho Rodeo Hall of Fame honoree C.J. Aragon, becomes an integral addition to the Learfield College Rodeo ecosystem as it is widely celebrated as the birthplace of collegiate rodeo.
Through the partnership, Learfield – the leading media and technology company powering college athletics – will leverage its industry expertise in data-driven strategies, immersive fan engagement activations, in-venue branding, student-athlete name, image, and likeness (NIL) integration, custom content creation and additional marketing assets to generate new revenue opportunities and enhance visibility for both the program and its brand partners.
“We are excited to join the Learfield College Rodeo program and grateful for the opportunities this partnership will create for our student-athletes and for the rodeos we host each year,” said Aragon. “Being part of Learfield College Rodeo will provide our students with additional opportunities to grow while also helping us elevate the exposure and reach of Sul Ross Rodeo.”
In 1945, Sul Ross State hosted the first college rodeo on record, later sparking the formation of the National Intercollegiate Rodeo Association (NIRA) in Alpine in 1949. Sul Ross Rodeo proceeded to win the first three team national titles in NIRA history and now boasts a total of 26 individual and nine team national titles since the program’s inception.
Each year, Sul Ross Rodeo hosts an unparalleled three collegiate rodeo events: the fall Sull Ross College Rodeo in Alpine, the spring Pecos College Rodeo in nearby Pecos, and an innovative recruiting rodeo every winter.
“Sul Ross State is a true pioneer in western sports and the collegiate rodeo network, and we’re thrilled to have them join Learfield College Rodeo,” said Shelby Rasmussen, General Manager of Learfield College Rodeo. “The history attached to Sul Ross Rodeo along with the multiple unique events they host each and every year are going to provide tremendous opportunity for growth and exposure for their program and athletes but also for the entire Learfield College Rodeo endeavor.”
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.
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.