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Rodeo Contestants: "The Value We Create"
Rodeo Contestants: "The Value We Create"


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.


How we calculated these figures:

“Using conservative assumptions and counting unique visitors, return visitors and foot traffic, the National Finals Rodeo alone drives a nine-figure economic impact over a 10-day window — before accounting for local day visitors or additional resort activations.”

The National Finals Rodeo is the pinnacle of professional rodeo, driven by the Top 15 contestants in each PRCA event. Their performance fuels attendance, media, sponsorship, and the broader NFR economy. This initiative examines a thoughtful, non-disruptive way to recognize the economic value created by elite performance while respecting the structure and traditions of the sport.