Company becomes official partner of NFR to support rodeo fans nationwide
Tractor Supply Company has announced a major partnership with the National Finals Rodeo (NFR) 2026, becoming an official partner of one of the most important events in professional rodeo. This collaboration highlights the company’s strong commitment to supporting western sports and rural communities across the United States.
The National Finals Rodeo is considered the championship event of professional rodeo. It features the top competitors in various disciplines, who compete over a 10-day event in Las Vegas. The event attracts thousands of fans every year and plays an important role in promoting sport and its traditions.
"Rodeo runs deep in many of the communities Tractor Supply calls home," said Kimberley Gardiner, Chief Marketing Officer at Tractor Supply. "Partnering with the PRCA and serving as presenting sponsor of the National Finals Rodeo, professional rodeo's biggest moment of the year, is a powerful way for us to celebrate the grit, determination and community spirit that define Life Out Here."
Through this partnership, Tractor Supply plans to connect with rodeo fans through media promotions, in-arena activities, and on-site experiences during the event. The company will also maintain a year-round presence at rodeos organized by the Professional Rodeo Cowboys Association (PRCA). Rodeo athletes will visit Tractor Supply store locations, helping to build stronger connections with local communities.
"PRORODEO is rooted in more than 700 communities nationwide," said Paul Woody, Chief Marketing Officer of PRCA. "Partnering with Tractor Supply allows us to support those communities in a truly authentic way. We're thrilled to have their meaningful support of the NFR and to help share the story of the American cowboy throughout the year."
Tractor Supply has a long history of supporting rodeo and western sports. The company has previously partnered with rodeo organizations and events, including collaborations with well-known rodeo professionals and major competitions. These efforts aim to promote the values of hard work, dedication, and community spirit that are central to the rural lifestyle.
In addition to large-scale partnerships, Tractor Supply also focuses on local engagement. Its Red Rider program supports employees who actively participate in rodeo events such as barrel racing and team roping. This initiative helps create a strong community within the company while encouraging participation in western sports.
The partnership also includes collaborations with media platforms and live event programming to enhance fan experiences. These efforts help connect audiences both at the venue and those watching from home.
Overall, this partnership strengthens Tractor Supply’s role as a key supporter of rodeo. By investing in events, athletes, and communities, the company continues to celebrate and promote the traditions of rural life and western sports across the country.
Photo Credit: nfr-logo