2024 PRCA Annual Report

PRCA Annual report 2024

we are prorodeo

looking at 2024

Contents CEO’s Message .......................................... 3 Chairman’s Statement .............................. 5 PRCA Board of Directors ........................... 6 Rodeo Administration ............................... 8 Record-Breaking Payouts ........................10 Financial Status .......................................14 ProRodeo Hall of Fame ........................... 16 PRCA Sponsors ....................................... 18

Merchandise and Licensing .................... 22 Television and Livestream ...................... 24 Social Media Engagement ...................... 25 PRCA Digital Media Strategy .................. 26 PRCA Youth Initiative .............................. 28 Information Technology .......................... 30 Livestock Program .................................. 32 PRORODEO Demographics ..................... 34

PRCA Photo by Alexis Cady of R.C. Landingham

ON THE COVER: PRCA Photo by John Pyle of Bodee Lammers on Brookman Rodeo’s Lonesome Smile

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“ 2024 was truly a remarkable year. We had the highest membership since 2011 with 6,665 members. We had the highest payout in the history of the PRCA. ” CEO’s MESSAGE TO Members

TOM GLAUSE Chief Executive Officer

It was an exceptional year for the PRCA with increased numbers in membership, prize money, viewership, and sponsorships. We made marked improvements in all categories. Like every sporting association during the 2020 COVID pandemic, we lost members. Fortunately, members returned, and membership reached 6,665 in 2024 - the most we’ve had since 2011. We project the trajectory will continue. The number of rodeo events also continued to grow, but at a slower pace. This was by design to have enough members and entries to fill our events. In 2024, there were 828 PRCA-sanctioned events, an increase of 38 from 2023. The increase in payouts was the most impressive with over $2.5 million in new added money. Historically, the total payout hovered around $50 million after the NFR. We first saw substantial growth in 2022 with a total payout of $65 million. In 2024, the total payout increased even more to reach a historic $76, 342,253 for the season.

total purse of $16.2 million included guaranteed prize money of $1.2 million for NFR qualifiers.

Television continued to boom for the PRCA. There was an appetite and demand for rodeo on TV which resulted in 396 televised performances and another 465 were livestreamed in 2024. We are especially proud to welcome Teton Ridge as a new media sponsor, as announced on Nov. 20, 2024, with its acquisition of The Cowboy Channel, along with the Cowgirl Channel and The Cowboy Channel+, a live streaming and on-demand service from Rural Media Group. Much of our revenue was from our sponsor and media partners. We value our sponsors and their alignment with our mission and Western way of life and appreci ate their longevity and the legacies they’ve created.

In 2024, the PRCA reached over $50 million in revenue, much of which was returned to our members.

In summary, our great sport of rodeo, our Western cul ture, and our Association thrived in 2024, and I thank you for being a part of it.

The 2024 Wrangler National Finals Rodeo presented by Teton Ridge paid out a record $12.5 million to contestants and $3.7 million to stock contractors. The

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chairman’s STATEMENT

looking at 2024

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PRCA Photo by Alexis Cady of Brody Wells

Membership, sponsorship, attendance & payouts 2024

“Looking back at 2024, it was a great year for the PRCA. The prize money was better than ever as the PRCA set season earnings records in steer wrestling, team roping - heading and heeling, saddle bronc riding, and tie-down roping. We are incredibly proud of the achievements

JACOBS CRAWLEY Chairman of the PRCA Board of Directors

of our PRORODEO athletes. We have 6,665 members in the PRCA, and we want to continue that growth and foster the development of upcoming cowboys through the permit ranks to help ensure even higher levels of success in the future.”

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SENIOR lEADERSHIP PRCA LEADERSHIP TEAM

PRCA Photo by Michael Pintar of stock contractor Cervi Championship Rodeo horses at home on the Cervi Ranch

PRCA Leadership continues to guide us into the future while preserving our most honored traditions

TOM GLAUSE Chief Executive Officer STEVE KNOWLES Director of Rodeo Administration PAUL WOODY Chief Marketing Officer

PAM MCMANUS Chief Financial Officer JEFF LOVE Chief Technology Officer KENT STURMAN Director of ProRodeo Hall of Fame

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PRCA BOARD OF Directors The Board of Directors establishes policies and bylaws That direct the upward movement of the PRCA and indirectly the entire sport of rodeo

JACOBS CRAWLEY BOARD CHAIRMAN

JOSH EDWARDS BOARD VICE CHAIRMAN

CODY ROSTOCKYJ CONTESTANT DIRECTOR

TROY PRUITT CONTESTANT DIRECTOR

MATT REEVES CONTESTANT DIRECTOR

LARRY MCCONNELL RODEO COMMITTEE DIRECTOR

STEVE GANDER RODEO COMMITTEE DIRECTOR

KEITH MARRINGTON STOCK CONTRACTOR DIRECTOR

STACE SMITH STOCK CONTRACTOR DIRECTOR

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2024

MILESTONES “As the rodeo industry continues to evolve, we are pleased to see a positive trend in various aspects. Through the creation of more opportunities for members, including permit holders and rookies, we have made significant strides in

HIGHEST NUMBER OF PERMITS SINCE 2009

providing a platform for aspiring contestants to showcase their skills and passion for the sport. This is truly a great time to be a rodeo contestant, with increased avenues for growth and development within the industry.” ~ Steve Knowles

1,979 PERMITS

1,978

1,808

2024 2022 2023

257 rodeo administration STEVE KNOWLES Director of Rodeo Administration GIVEN IN CERTIFICATES AND SCHOLARSHIPS MORE THAN: $57,000 337 ROOKIES

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Approved Events Increased by 5%

2024

2022

2023

THE PRCA SAW ANOTHER HISTORIC PAYOUT IN 2024.

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Rodeo Administration Looking to the Future

RODEO ADMINISTRATION STRIVES FOR EXCELLENCE IN MEMBERSHIP SATISFACTION.

PRCA Photo by Hailey Rae of Kincade Henry

PAYOUT RODEO BY THE NUMBERS

MEMBERSHIP

NUMBER OF EVENTS

2022

2023

2022

2023

2024

2024

2024 2022 2023

771

6,636

6,665

790

$65,685,268

$74,502,688

828

$76,342,253

6,064

As a membership organization, we are constantly working on recruiting & retention.

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Annually, the PRCA sanctions more than 800 top-of-the-line, multiple-event rodeos in 37 states and 3 Canadian provinces record-breaking $76 Million +

Las Vegas, Nevada $12.5 MILLION

The 2024 Wrangler National Finals Rodeo presented by Teton Ridge, known as the richest and most prestigious rodeo in the world, saw an increase in payout for the third consecutive year.

Colorado Springs, Colorado $1 million

Puyallup, Washington $648,000 The NFR Open is one of the biggest rodeos of the PRORODEO season with $1 million in payouts to PRCA members. PRCA 2024 PAYOUTS

Contestants competed for their share of the $648,000 purse with hopes of qualifying for the Governor’s Cup in Sioux Falls, South Dakota.

Sioux Falls, South Dakota $1.3 million

The second annual Cinch Playoffs The Governor’s Cup brought promises of season-altering paydays at the richest rodeo in the state of South Dakota’s history.

PRCA Photo by Hailey Rae

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PANTONES:

466C 468C BLACK WHITE

186C 655C C. GREY 1C

Mulvane, Kansas $525,000

The Top 15 steer ropers in the PRCA at the end of the regular season have their own National Finals Steer Roping separate from the National Finals Rodeo.

FONT: GEOM GRAPHIC (SEMIBOLD)- ADOBE FONTS

Pendleton, Oregon $141,000

Pendleton Xtreme Bulls Finale is the final event of the Xtreme Bulls Tour, making it a key step on the road to the Wrangler National Finals Rodeo in Las Vegas.

Rapid City, South Dakota $126,000

The Xtreme Broncs Tour is a series of events that features only saddle bronc riding competitions. The inaugural Xtreme Broncs Tour Finale took place in 2019 in Rapid City.

Waco, Texas $101,450

Hosted by the Heart O’ Texas Committee, the Top 10 permit holders in their respective events compete in six standard PRCA events as well as breakaway roping and barrel racing.

Fort Worth, Texas $105,436

The event brings the Top 15 rookie contenders together to compete for the title of Resistol Rookie Roundup Champion while being mentored by elite contestants in media training.

Las Vegas, Nevada $300,000

The Wrangler National Finals Breakaway Roping is held at the South Point Arena in Las Vegas, Nevada , in conjunction with the NFR. The event crowns the Breakaway Roping World Champion.

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NFR contract extension

PRCA Photo by Roseanna Sales

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“I would like to acknowledge the tremendous dedication that Bill McBeath, Michael Gaughan, Tom Glause and the PRCA exhibited over the past 20 months to secure the extension of the NFR. Our goal is to continue to make the NFR a December tradition in our city. We look forward to working with our partners in growing the NFR Experience for rodeo fans in Las Vegas.”

Tim Keener, president Las Vegas Events

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PRCA Financial Status Reveals Stability and Prosperity

PRCA Photo by Alexis Cady of Jacob Lees

Our numbers continue to increase and PRCA revenues are part of this trend which will continue in 2025

“Our Western way of life continues with the growth of PRCA membership, fans, and supporters of the Professional Rodeo Cowboys Association. Fortune smiles on the prepared as we continue to plan for the future by supporting our PRCA family.” ~ Pam McManus PRCA Financial status

PAM M C MANUS Chief Financial Officer

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PRCA FINANCIAL STATUS 2024 Revenue results of financial status period ending December 31, 2024 Total 2024 Revenue $52,015,069 Million

16% 8% 56% 8% 12%

Contestant/Membership Events/Hall of Fame Sponsorhip/Media Other Rodeo

to ensure a high quality consistent judging program $2,999,065

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THE PRORODEO HALL OF FAME AND MUSEUM OF THE American Cowboy educates the public about rodeo, its history and impact on Western American culture

“The Hall of Fame celebrated its 45th anniversary in 2024. It was a grand event, and we certainly had much to celebrate. We were glad to share our success with all stakeholders, sponsors, inductees, and those who contributed to our success since we opened our doors on Aug. 6, 1979.” ~ Kent Sturman while inspiring the future of Rodeo at the Hall of Fame RECOGNIZING the past and present

KENT STURMAN Director of PRORODEO Hall of Fame & Museum of the American Cowboy

2024 Hall of Fame HIGHLIGHTS 99.1% Excellent Rating Visitor Survey Developed Digital Learning Curriculum Updated Buckle Display in NFR Gallery Outdoor Statues Cleaned BEST OF WESTERN HORSEMAN AWARD: Second Place Winner In Best Of Culture Western Destinations Museum Revenue Sources Up from 2023 • Venue Rentals Up 55%

• Admissions Up 14% • Memberships Up 12% • Gift Shop Up 7% prorodeo hall of fame

The highest revenue since 2016 Benny Binion World Famous Bucking Horse and Bull Sale Proceeds $25k

Celebration 45

Week-Long Activities: Open House, Exhibition Rodeo and Rodeo Clown Reunion Sponsorships: $33,500 45th Anniversary

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$200,000

TOTAL Fundraising for 2024 INDUCTION EVENTS

2024 INDUCTION CEREMONY

Ten inductees joined the Hall in 2024.

PRCA Photo by Greg Westfall

2024 Hall of Fame INDUCTION EVENTS

Golf Tournament

$40,000

Golf Tournament Players

80

2024 Hall of Fame Induction Notes:

Hole Contest for Digitizing Film Project

$4,215

6 Contestants, 4 PRCA; 2 WPRA 1 Stock Contractor 1 Livestock – Bull (the first one in many years)

Cowboy Ball Attendance

430

Ceremony Attendance

539

1 Rodeo Committee 1 Contract Personnel

Attendance Up 60% for Field Trips at Hall Attendance Up 13% with Monthly Programs Worked with History Colorado to develop digital Western heritage and rodeo curriculum • $1,500 grant Educational Programming 60%

Karl Mecklenburg $36K

An exclusive night of conversation with the legendary Karl Mecklenburg, one of the top players in Denver Broncos history. An Evening With

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engaging & expanding Our Family of Sponsors

PAUL WOODY Chief Marketing Officer

“The five-year growth in partnerships is a reflection of the power of the Western lifestyle. Opportunities to reach an attractive fan base is grow ing and our contestants and committees will continue to benefit.” ~ Paul Woody we strive to Grow Revenue in Support of the prca’s Membership

prCA SPONSORS

Sponsor summit August 2024

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As the world becomes more connected, the PRCA is actively working to maximize sponsor impact to break down barriers and effectively reach new markets and fans.

SPONSORSHIP RESULTS IN 2024​ $18,057,843 up 12.2% from 2023

the PRCA Athlete Licensing Initiative Continues to Grow and take Shape.

communications and marketing strive to grow revenue in support of our membership.

Licensing Revenue: $115,825 over budget, 5.6%

marketing continuing to develop non-endemic brands

19 Final 2024 Cash Sponsorship: $15.9 million 19

Jsm partnership

PRCA Photo by Hailey Rae of Tuf Cooper

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“Justin Sports Medicine was successful in the early days thanks to the support from the Justin Company and the PRCA. A group of rodeo athletes who ben efited from the program told their buddies about it and they would pull their friends into the Jus tin trailer when they were hurting. It’s making a huge difference.”

Dr. Tandy Freeman Medical Director and Head Team Doctor of the PRCA’s Justin Sports Medicine Team

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Licensing Revenue grew to $2,176,525 Total Royalties ($115,825 over budget, 5.6%)​in 2024 Merchandise and Licensing Expanding PRCA’s Brand & opportunities to connect with fans

PRORODEO BRAND

NFR & PRORODEO Licensing Partners THAT SUPPORT & PROMOTE OUR RODEO COMMUNITY: • PRCA Collection by Durango​• SHEA BABY • Year 14 of A3​• Year 2 of Legends​• Rodeo Quincy • YETI •

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Licensing Continues to Grow with Athlete Marketing​and Additional Licensees

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PRCA LICENSED BRAND MERCHANDISE CONTINUES TO EXPAND INTO NEW PRODUCT CATEGORIES INCLUDING FIREARMS, DIECAST, PRECIOUS METALS AND CUSTOM VEHICLES.

EXPANDING PRCA’S BRANDING AND MARKETING INITIATIVES TO BUILD AWARENESS

Cross-Collaboration with NASCAR, NFL, MLB, NBA, NHL, FFA, WWE, IMS, INDYCAR, ANDRETTI AUTOSPORT, COORS, ATLANTA BRAVES, WRANGLER, and a NATIONAL CAMPAIGN for the AD COUNCIL on mental health

Bareback Rider Tim O’Connell had a blast at the Atlanta Braves game

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PRCA Media Rights previously held by RMG acquired by Teton Ridge

465 Livestreamed Performances

396 Televised Performances

With a continued focus on the massive opportunity to serve the western endemic audience, Teton Ridge completed the purchase of The Cowboy Channel and the PRCA media rights in November 2024. Teton Ridge will continue to deliver rodeo programming to the 25mm cable homes in Rural America while focusing on the expansion of household distribution. Deirdre Lester, CEO of Teton Ridge discussed the goals of the network with Forbes Magazine after the acquisition, “One of the things I want to do with the (network) is make it available in all homes in America. While everybody (else is) divesting cable channels, we are calling up Comcast… (asking them to) Put Cowboy Channel in the entire universe because (West ern-themed content is) of interest right now.”

861

766 749

2022 2023

2024

PRCA RODEO PERFORMANCES ON TV & LIVESTREAM

71.9 Million

Video Views

24 22.2% Increase in Video Views to 71.9 Million from 2023 prCA television & lIVESTREAM 24

2024 PRCA SOCIAL MEDIA

9.7% Increase in Followers from 2023​to 2.45 Million

Instagram

632,542 Instagram Followers 11.2 Million Views

Facebook

Followers are critical to the success of social media accounts since they indicate its popularity and influence within the platform. Facebook Followers 1,028,249

X 96,700 followers 266.2 THOUSAND IMPRESSIONS

TikTok

X, formerly known as Twitter

788,013

TikTok Followers

1.7 Million YouTube Views

1.9 million views

Social Media builds the PRCA brand and drives fan awareness.

YouTube

77,491 Subscribers

We are growing Followers and YouTube Viewers.

fans are engaged with the prca, our rodeos and competitors through social media.

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Restructured and Hired new staff to Meet the Focus

ChangeD Emphasis ChangeD FocuS

26 PRCA Photo by Click Thompson of Patrick Smith prCA DIGITAL MEDIA STRATEGY​ 26

TELLING the PRORODEO STORY IN 2024

Results of Refocusing and restructuring:​ Creation of New Content: Launched two original series, Highwaymen and The NFR, with the creation of PRORODEO Films.

THE COWBOYS’ CHOICE SINCE 1952

SPORTS NEWS

FEB 2025 21

COLUMBIA RIVER CIRCUIT THRIVING BRUNO CAPTURES FORT WORTH CROWN MURPHY'S

More Written Stories to Web

New Look for PSN: Stories over Stats

BIG WIN AT DIXIE NATIONAL

The PSN published 12 editions in print with 11,655 issues per month in 2024. Twenty-four PSN digital editions and PRORODEO Business Journals were posted bimonthly on prorodeo.com.

STEPHENVILLE : HOME TO MORE PRORODEO COWBOYS THAN ANYWHERE COWBOY CAPITAL OF THE WORLD

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The PRCA Youth Initiative Energizes Future Athletes

THE PRCA YOUTH INITIATIVE MISSION is to provide a fun and positive rodeo experience while growing the sport for future generations

Scholarships Issued to Young Athletes in 2024 24

Circuit Finals 2

Scholarship Recipients Qualified for

PRCA youth PROGRAMS

PRCA Photo by Jake Hodnett of scholarship recipient Jayce Harrison at the 2024 Greeley Stampede riding on Beutler & Son Rodeo’s Black Fury

BUILDING THE FUTURE ONE SCHOLARSHIP AT A TIME

PRCA HAS 2 DIFFERENT TYPES OF YOUTH CAMPS RODEO CAMP 101: An introduction to rodeo for aspiring cowboys & cowgirls RODEO SKILLS: Teaches developmental growth for current rodeo athletes bridging the gap between beginner & professional

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Investing in our future with over $378K in Youth Camps

7,200 Participants in PROGRAMS in 2024

24 $1k Scholarships Issued to Athletes

31 Youth Events – 18 Camps and 13 Schools

PRCA Youth INITIATIVE “The PRCA is investing in the future of rodeo by giving back to communities through our Youth Camp Initiative. We believe that hands-on professional instructors along with representation can create a spark and build the next rodeo athletes of the future.” ~ Miriaham Contreras, Member Retention, Growth and Youth Outreach

and Canada in 2024 18

Youth Camps hosted by the PRCA throughout the United States

PRCA Photo by Phil Doyle of Red Bluff Youth Camp

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21st century data ADVANCING OPERATIONAL EFFICIENCY THROUGH SYSTEM MODERNIZATION

In 2024, the PRCA made significant progress in modernizing its internal systems. In August, the IT team, in collaboration with Accounting, Member Services, and Rodeo Approvals, successfully transitioned from the outdated JDE accounting platform to a more modern system. The previous system was running on an unsupported operating system, which required frequent intervention to ensure stability. The transition to a more contemporary solution has enhanced the reliability and performance of our accounting infrastructure. Additionally, in 2024, we officially launched Version 3 of the Secretary System. This upgrade enables the system to be deployed at all rodeos, ensuring consistency in results and statis tics across events. The new version of the Secretary System also lays the groundwork for the continued modernization of other backend operations.

The Information Technology Department’s objective is a secure Central Data Repository.

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Website Improvement goals: meet security, performance and scalability requirements

INFORMATION TECHNOLOGY “In 2024, we made significant strides in modernizing our systems, improving reliability and consistency with new platforms like the Secretary System Version 3. Looking ahead to 2025, we’ll continue our focus on enhancing our backend infrastructure, including a new stock manage ment portal and improvements to online services, ensur ing we provide the best support for our members.” ~ Jeff Love CONTINUING OUR EVOLUTION IN 2025 In 2025, we will maintain our commitment to modernizing our backend systems, with a particular focus on transitioning away from the AS/400 platform. This year, our primary objec tive is the development of a new stock management portal that will allow rodeo administration and stock contractors to effectively manage their stock. This initiative will not only en hance our stock statistics but also improve the overall reliabili ty in this critical area. In addition, we are implementing enhancements to our online entry system, including the introduction of online doctor releases. These improvements are part of our broader strategy to migrate operations away from the AS/400 while simultane ously enhancing functionality to better serve our members.

JEFF LOVE Chief Technology Officer

• Enhancing Security • System Modernization • Design of New Secretary System 2024 INFORMATION TECHNOLOGY FOCUS

used confidentiality AND integrity to guide prca information security.

SECRETARY SYSTEM Updated & Tested with Support Team and Advisory Committee.

Identified & worked to elim inate threats with MONTHLY staff Cybersecurity Training.

Maintained & monitored Com puter system issues to keep the PRCA running smoothly.

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The PRCA livestock program continues to collect specific study data regarding livestock welfare

exceptional care for animal athletes

The PRCA Livestock Program is committed to the proper care and treatment of animal athletes used in PRORODEO

• Hosted over 90 indi viduals including 17 United States Senators and Representatives at the NFR. • Continued with the coalition of more than 40 organizations in op position to Los Angeles City Council rodeo ban and introduced alter nate language to the Council’s ordinance. LIVESTOCK WELFARE efforts IN 2024 included: • Continued with rodeo livestock reporting and inquiry program to improve the safety percentages of all rodeo livestock.

animal welfare

PRCA Photo by Roseanna Sales

“The PRCA upholds the standard of humane care of rodeo animal athletes, and in my professional opinion rodeo remains a healthy, humane, family oriented sport.” ~ D r . J ennifer S chleining , equine veterinarian

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Interaction with livestock, enjoyed by fans, contestants and livestock owners help preserve the history of professional rodeo and combat the claims and accusations of critic groups

The greatest care is taken to prevent injury to animals and contestants at PRCA Rodeos. Our members are bound by bylaws and rules, which include a section that deals exclu sively with the humane treatment of animals. The Association’s rules and regulations include more than 60 rules dealing with the care and treatment of animals. Anyone who violates these rules may be disqualified and reported to the PRCA, which will levy fines. Safety percentage the PRCA maintained for all animals in ProRodeo in 2024 99.9%

The top three PRCA Livestock Welfare Program priorities are:

LIVESTOCK WELFARE 1

GOVERNMENT RELATIONS AND COMMUNICATION 2

COALITION EXPANSION AND EDUCATION 3

2025 EFFORTS TO PROTECT PRORODEO LIVESTOCK HEALTH

• Ongoing monitoring of livestock disease outbreaks nationwide and pro viding information to membership that may affect professional rodeo activities. • Cooperating with and aiding in fund ing the Equine Disease Communication Center. The EDCC works to protect the horse and horse industry by reporting real-time information about disease outbreaks in the equine industry. • PRCA is a member of the American Horse Council, Animal Welfare Council, Animal Agriculture Alliance, and the Colorado Horse Development Authority.

PRCA Photo by Roseanna Sales

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PRORODEO DEMOGRAPHIC FACTS for the PRCA which sanctions the cream of the crop rodeos in North America

WHO WE ARE

The membership-driven PRCA works to ensure every event it sanctions is managed with fairness and competence.

1 PRCA DEMOGRAPHICS

828 Total Events 1,900+ Performances 13.6 million Rural County Residents

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PRCA Photo by Alexis Cady

PRORODEO fans are significantly invested in their communities with 25M fans living in their current homes longer than five years.

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age

8% 18-24

gender

Women 49%

Men 51%

46% 25-54

46% 55+

6,665 PRCA MEMBERS

40+ Million ProRodeo Fans

55% are married

17.9m families of 3 or more

77% more likely to work in fishing, farming or forestry

119k current or prior military service

98% more likely to go hunting or fishing

PRCA Photo by Click Thompson

Rodeo attracts fans young and old.

3.6m households own an ATV

1. 10% make business purchasing decisions 2. 25% have camped in the last 12 months 3. 15m+ make more than $75k/year

91% more likely to purchase a new pickup truck in the next 12 months

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Professional rodeo cowboys association

The PRCA is part of a longstanding Western culture rooted in the history and folklore of the United States which continues improving Western sports with athlete development and longevity through new programs and initiatives. With the best cowboys at the best rodeos, the PRCA will continue to deliver the best fan experience.

TOM GLAUSE Chief Executive Officer

PROFESSIONAL RODEO COWBOYS ASSOCIATION 101 Pro Rodeo Drive Colorado Springs, CO 80919

Telephone: 719 - 593 - 8840 Fax: 719 - 548 - 4876 PRORODEO.COM