ProRodeo Sports News | 2020 Year-End Edition | Dec.18, 2020

PRCA OVERVIEW

State of the PRCA BY AMBER BAILLIE A fter an unprecedented and challenging year with canceled rodeos and coronavirus restrictions, agility and change were the ProRodeo gains momentum despite 2020 setbacks

the end of the year we will hit it.”

Through the PRCA’s robust partnership with Rural Media Group, ProRodeo content and coverage expanded significantly, growing ProRodeo viewership from 12 million to more than 50 million. “Early on in the pandemic we were in the No. 3 position as a sports network,” Taylor said. “We were behind only ESPN and Fox Sports 1 and were beating NBC and CBS Sports. More in 2021, we hope to have a number of shows that are on network television.” This year, 200 ProRodeo performances were livestreamed on the PRCA on Cowboy Channel Plus App , and NFR coverage ran from 2 p.m. through 12:30 a.m. daily onThe Cowboy Channel, the PRCA on Cowboy Channel Plus App and RFD-TV . “I think this is record-setting by every standard and will help grow fans,” Taylor said. “That’s the focus – driving content – it’s the benefit of having a channel that is 100% committed to our sport and the PRCA.” Although 31 ProRodeo Tour rodeos were canceled in 2020, the PRCA was successful in hosting the Gold Buckle Beer ProRodeo Tour Finale in Rapid City, S.D. “We were able to offer a $320,000 payout, and that partnership with Rapid City was key to be able to make that happen,” Taylor said. Other championships that required new partnerships and locations were the PRCA Xtreme Bulls Finale held in Nephi, Utah, this year and the RAMNational Circuit Finals Rodeo, moving from

requirements for the sport of ProRodeo to move forward in 2020, PRCA Chief Executive Officer George Taylor told rodeo committees during the State of the PRCA address at the Fort Worth Convention Center in Texas, Dec. 1. Through new partnerships, locations and support of season-ending events, the PRCA had financial success in 2020 and was able to offer its fans and members a full Wrangler National Finals Rodeo and payout. “I don’t think we could have made up what this year was going to be like,” Taylor said. “About 90 days ago, we weren’t sure we were going to have a rodeo (NFR) for a rodeo that gets planned for 12 months a year,” he said. “This year’s NFR wouldn’t have happened without a lot of people. The role that everyone took in moving things forward was absolutely critical.” The Wrangler NFR is typically held at theThomas &Mack Center in Las Vegas, but because of COVID-19 restrictions in Nevada this year, the venue wasn’t available for live entertainment with fans. As another option, the PRCA partnered with the state of Texas and cities of Arlington and Fort Worth to host a four-day PRCA Convention and its 62ndWrangler NFR at Globe Life

PRCA CEO George Taylor sees a promising 2021 on the horizon for rodeos across the country. PRCA ProRodeo photo by Clay Guardipee

Field, the home of the Texas Rangers. In partnership with the Women’s Professional Rodeo Association, the PRCA also hosted the inaugural Wrangler National Finals Breakaway Roping in conjunction with the Finals at Globe Life Field. “The PRCA gained momentum this year despite COVID-19,” Taylor said. “Even this year, we had the best cowboys, the best rodeos, and the impact that you all make in your communities whether you had your rodeo or not is still felt, rest assured.” This year, the PRCA provided financial assistance to 57 rodeos in the wake of the pandemic. “Historically we’ve never done that, providing money to help make their rodeos work,” Taylor said. “Our Kick Open the Chutes program was a 2020 success, being able to put on our first fan-less rodeo in Cave Creek, Ariz., after the shutdown.” Although sponsorship was down in 2020, media was up, Taylor said. “Our 2020 goal was to grow 20-30%, and we undershot that,” he said. “We had some sponsors that really struggled amid COVID. We think we’ll land at 25% year-to-year growth between sponsorship and media.” PRCA digital livestreams were up 17% in 2020, and social media impressions increased by 40%. PRCA Facebook followers grew by 26%, 85% on Instagram. “We had massive growth intentionally around social media this year,” Taylor said. “We have a target to reach 1 million followers, and I think before

Kissimmee, Fla., to Greeley, Colo. “Were able to have a $500,000 payout event for our circuit cowboys which we felt was really critical,” Taylor said. “It’s the backbone of who we are and important for our circuit system.” The PRCA hosted its first Jr. NFR in 2020 – with more than 600 contestants – in conjunction withThe American at AT&T Stadium in Arlington. “That was an exciting opportunity for us,” Taylor said. “I think Jr. Rodeo is an important bedrock of where we’re going, driving that pipeline of athlete development is critical. That is why we want to be involved with junior rodeo programs to the great degree that we can.” Other PRCA advancements in 2020 included launching an updated ProRodeo.com website and transitioning rodeo entries online. In 2020, 84% of rodeos were made available online and 75% of entries were completed online. “Contestants really like the 24/7 availability, and I think we will continue to see these numbers grow even more,” Taylor said. Taylor said the PRCA will continue to focus on growing the fan experience and bringing together rodeo communities to achieve far-reaching results. “COVID-19 has changed the world in many respects, and we believe the second half of 2021 will be better,” Taylor said. “We’ve got a lot of bright spots on the horizon, and together we make things happen.”

22 ProRodeo Sports News 12/18/2020

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