News & Updates

PRCA, Teton Ridge announce pivotal partnership with Teton Ridge becoming presenting sponsor of National Finals Rodeo


COLORADO SPRINGS, Colo. (October 28, 2021) –The Professional Rodeo Cowboys Association®, and Teton Ridge today announced a multi-year deal for Teton Ridge to become the presenting sponsor of the NFR Las Vegas.

Teton Ridge is a brand dedicated to promoting and preserving iconic western culture.

Since 1985, Las Vegas has played host to the NFR, except for 2020 when the NFR was moved to Arlington, Texas, because of COVID-19 restrictions in place in Las Vegas.

The NFR is a culmination of more than 600 PRCA-sanctioned events within the regular season. Las Vegas Events, the special events coordinator for the rodeo, projects 17,000 people in attendance at every performance at the Thomas & Mack Center, or 170,000 total. The total estimated economic impact of the NFR was more than $175 million in 2019 according to the Las Vegas Convention and Visitors Authority.

“This is great to partner with Teton Ridge as the presenting sponsor of the Wrangler National Finals Rodeo, the richest and most prestigious rodeo in the world,” PRCA CEO Tom Glause said. “It’s extremely pleasing when you can partner with an organization whose beliefs align with ours. We look forward to this being a great relationship moving forward.”

Emphasizing the same commitment to excellence that is exhibited in all Teton Ridge’s integrations, the dedicated western-preservation brand will place a special focus on elevating the PRCA World Champion crowning ceremony.

“A PRCA world title received at the NFR is one of the most treasured achievements in rodeo,” Teton Ridge CEO Jonathan Katz said. “Celebrating champions and the hard work that goes into rising to the top levels of each rodeo discipline is at the core of Teton Ridge. Aligning with PRCA and LVE as part of this iconic year-end event, we want to join them in honoring western sports and the tremendous professionals competing for world titles in a very prestigious way.”

The partnership comes on the heels of Teton Ridge’s recent move to bring The American under the brand’s umbrella and elevate the richest single-day rodeo in the world to new levels in March 2022 in Arlington, Texas, including an unmatched total purse of more than $3 million, non-stop rodeo action, live music, entertainment and more. The industry-leading event is the centerpiece of the brand’s western sports portfolio.

Adding the NFR partnership was a natural next step for Teton Ridge and further illustrates the significance placed on celebrating excellence at the top levels of the rodeo world.

For the most comprehensive source for everything ProRodeo year-round and the Wrangler NFR visit Ticketing information and more is available at Details on Teton Ridge activations and events surrounding the week can be found at or through social media @TetonRidge.

About Teton Ridge

Teton Ridge is a multi-platform brand devoted to the iconic American western way of life and western equine sports. Teton Ridge was created with the singular focus of elevating classic western sports and America’s western culture on the world stage, while broadening audiences around the globe as well as at home. As one of the newest additions to the Teton Ridge brand, The American is an annual western sports and entertainment experience that occurs each year at AT&T Stadium in Arlington, Texas and represents the richest single-day event in all western sports. Additionally, Teton Ridge operates a philanthropic foundation which provides invaluable funding for land stewardship; fosters community by preserving the cultural heritage of America’s western culture; and ensures the future of ranching and riding sports. For more information about Teton Ridge, please visit or @tetonridge on Instagram @tetonridgeusa on Facebook.

About the Wrangler National Finals Rodeo (NFR)

Known as the richest and most prestigious two-week rodeo in the world, the Wrangler NFR attracts the top 15 contestants in bareback riding, steer wrestling, team roping, saddle bronc riding, tie-down roping, barrel racing, breakaway roping, and bull riding to compete for a share of the $10.257 million purse and the coveted PRCA Gold Buckle. In 2019, the event had a total attendance of 168,289 over the 10 days of competition at the Thomas & Mack Center and has sold out more than 330 consecutive performances in Las Vegas. For more information on the Wrangler NFR, please visit, or through social media at /LasVegasNFR and use #WranglerNFR. For the latest Pro Rodeo news and Wrangler NFR coverage, please visit or through social media at @PRCAProRodeo.