LAS VEGAS – The UNLV Rodeo team and Learfield – the media and technology company that powers college athletics – announce a new partnership through the company’s College Rodeo division to increase revenue and increase exposure for the sport.
Through this collaboration, Learfield will leverage its innovative, data-driven strategies in digital and on-site fan engagement, on-site branding, original content development through Learfield Studios, and integration with the student-athlete’s name, image and likeness. (NIL). among other marketing assets, to provide authentic fan connections for local, regional and national brands, as it does for more than 160 college athletic departments across the country.
“Learfield College Rodeo is the perfect partner to help us take UNLV Rodeo to the next level,” said UNLV Rodeo Head Coach Ric Griffith. “This partnership will help us highlight the dedication and achievements of our student-athletes both in the arena and in the classroom. We are excited about the opportunities this collaboration will create to grow our program, connect with supporters and showcase the unique spirit of rodeo at UNLV.”
“UNLV Rodeo has a rich tradition and deep roots in Las Vegas history,” added Joey Griffith Van Engen, incoming UNLV Rodeo coach. “I am excited to see how the Learfield College Rodeo and the UNLV Rodeo team can progress together through this partnership.”
Launching in the summer of 2023, the Learfield College Rodeo is dedicated to elevating college rodeo and embracing the broad influence and popularity of Western heritage and culture. Through its College Rodeo division, Learfield leverages its longstanding success in providing sports and intercampus marketing solutions to provide new opportunities for college rodeo teams. UNLV will join Cal Poly, Colorado Mesa, Colorado State, Idaho State, Kansas State, Montana, Montana State, Montana Western, Texas A&M, Utah State and Wyoming as members of the rodeo program, as well as in the Rocky Mountain Central Region. which became LCR’s first regional partner in May.
“We are honored to welcome the UNLV Rodeo to the Learfield College Rodeo portfolio,” said Brad Poe, vice president and general manager of the Learfield College Rodeo. “UNLV has a strong tradition of excellence in the sport and we look forward to working with the team to create new opportunities for their program and help elevate their presence within the college rodeo community.”
The UNLV Rodeo, under Griffith’s leadership, competes in 10 rodeo events each season as part of the West Coast Region of the National Intercollegiate Rodeo Association (NIRA). The program, established in 1991 under Griffith’s leadership, has a rich history of success, including 15 national titles and 26 regional team titles. In recognition of his contributions to the rodeo program, Griffith became the first rodeo individual to be inducted into the Southern Nevada Sports Hall of Fame in 2015.
About Learfield
Learfield is the media and technology company that powers college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep set of data and industry relationships to drive revenue, growth, brand awareness and fan engagement for brands, sports and entertainment properties. With connections 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 impact 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 initiatives of marketing, NIL solutions and advanced digital platforms. Since 2008, it has served as the title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments in all divisions.
