Discover how college rodeo is being transformed in our latest episode of Beyond the Rodeo, featuring Shelby Rasmussen. Raised in the rodeo scene with her father, rodeo entertainer Flint Rasmussen, Shelby's journey from collegiate competitor to college rodeo coach to her current role as Executive Director of Sales and Operations at Learfield College Rodeo makes her an expert in all-things college rodeo. Together, Kaycie and Shelby unpack how Shelby's experiences in the rodeo world have given her the insight to help redefine the landscape of Western sports at the collegiate level.

Shelby shares the inside story of Learfield's game-changing initiatives in sponsorship sales, which aim to help coaches and athletes alleviate financial burdens, allowing them to focus on their sport. The conversation shines a light on the grassroots nature of rodeo athletes and the opportunities available to them during and after their college career. We discuss how enhanced VIP and hospitality experiences at rodeo events are capturing new audiences, including pivotal donors and sponsors, creating a crossover appeal with other sports and setting the stage for rodeo's future.

As we address the challenges faced by college rodeo athletes, from limited resources to the unique demands of caring for animal partners, Shelby's insights reveal the critical role of collaboration among coaches and the importance of equipping student-athletes with professional development opportunities. Through personal stories and future aspirations, we emphasize the enduring values of rodeo culture, the importance of financial and professional support, and the transformative impact of increased brand investments. This episode is a testament to the commitment to fostering a thriving and sustainable environment for the next generation of rodeo stars.