Rodeo Contestants: The Value We Create is an independent economic research initiative focused on understanding the financial impact generated by elite rodeo events. Major rodeo finals attract hundreds of thousands of visitors and generate significant downstream revenue for host cities through tourism, hospitality, retail, and entertainment.
This initiative examines how athlete-driven events create that value and explores whether modern economic frameworks — commonly used in other professional sports and entertainment industries — could be applied to rodeo in a way that is fair, transparent, and sustainable.
"This initiative does not represent or negotiate on behalf of any athlete, association, or governing body."
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