Television programming for and about cowboys — heavy on rodeo — has become big business with the latest example coming via the acquisition of the Cowboy and Cowgirl cable channels by Teton Ridge, a Fort Worth, Texas-based media company that focuses on Western sports.
The acquisition of the channels from Rural Media Group may allow for rodeo sports to become even more widely broadcast and viewed across the country, according to industry experts. Rodeo sports viewership surged during the pandemic when they were some of the only sporting events to continue operating during the health crisis. Interest has only grown since.
It’s a move that could help elevate the profile of rodeo in America, said Tom Hirsig, CEO of Cheyenne Frontier Days.
Coupled with the popularity and viewership growth of Western TV dramas like “Yellowstone” and the rising popularity of country music, Western sports, fashion and culture continue to gain fans.
The addition of the channels from Rural Media Group makes Teton Ridge the largest rights holder of Western sports, according to the company. The company did not disclose financial details of the acquisition.
“This is a defining moment that solidifies Teton Ridge as an authority in Western sports and storytelling,” said Deirdre Lester, CEO of Teton Ridge, in a statement. “Our journey with Rural Media Group began with bringing The American Rodeo into our portfolio, and this acquisition marks the next step in our mission to showcase ProRodeo as its fans and athletes deserve — with the same level of excellence and visibility as other professional sports.
“We are committed to honoring the deep traditions of this sport while driving its growth and shaping the future of Western sports for generations to come.”
Wyoming Loves Its Rodeo
Most viewers will not notice a difference with Teton Ridge operating the channels, said Hirsig. The annual Cheyenne Frontier Days Rodeo bills itself as the largest in the world, and it gets a lot of air time on the Cowboy and Cowgirl channels.
Teton Ridge’s wider reach, however, could bring rodeo sports into even more homes through partnerships with large cable networks.
Teton Ridge holds distribution agreements with FOX, FS1, FS2 and DAZN for live broadcast coverage of The American Rodeo and Contender Series, the company said in its statement. In March, The American Rodeo and The American Performance Horseman garnered a combined viewership of 5.7 million across FOX platforms.
The Cowboy Channel already has distribution agreements with major cable providers such as DISH, DIRECTV, Comcast, Cox, Charter, and Altice, among others. The Cowgirl Channel is exclusive to DISH.
“They have a little more access to mainstream media outlets, and that could be a benefit,” Hirsig said. ”They’re backed very well, hopefully they can put even more into it.”
The Cowboy Channel is the official network of ProRodeo and the first 24-hour TV network dedicated to Western sports and the Western lifestyle.
Launched in 2017, the channel airs competitions in bull riding, roping and barrel racing, as well as western fashion and country music programming. The channel also broadcasts from major western events including the Cheyenne Frontier Days.
The Cowgirl Channel, launched in 2023, airs similar programming focused on women. Both channels reach an audience of more than 100 million people across all platforms, according to Teton Ridge.
As part of the acquisition, Teton Ridge has secured an exclusive licensing agreement with the Professional Rodeo Cowboys Association (PRCA) for more than 600 sanctioned rodeos across the world including the National Finals Rodeo (NFR).
“Rodeo is a showcase of the Western lifestyle and we are excited to work with Teton Ridge on the continued evolution of promoting our athletes and communities to millions of fans,” Tom Glause, chief executive of the Professional Rodeo Cowboy Association, said.
Justin George can be reached at justin@cowboystatedaily.com.
