Wildcard Paper

 

  

  If you have anything to do with the western industry or agriculture industry you have more than likely heard of the Wrangler National Finals Rodeo . The NFR is the grand season finale for the rodeo industry. During the first two weeks of every December cowboy hats, fur coats, turquoise jewelry, and gold buckles take over the Las Vegas strip. Most people outside of the western industry would seriously doubt the ability of a few retired rodeo cowboys to put together such an event. However, with the help of teams of people these retired cowboys put on the event of the year. 

    The Public Relations strategy created by the Professional Rodeo Cowboys Association is very important. The Wrangler National Finals Rodeo is the most high-profile rodeo events in the World. The NFR is viewed on a global standpoint and can shape the global view of the Rodeo and western industry. One could claim that the Professional Rodeo Cowboy Association public relation and marketing of the NFR has little to no flaws. Every year the PRCA strives to do an even better job than they had the year before and every year they exceed expectations. 

    One piece of the Professional Rodeo Cowboy Associations strategy is through branding. The NFR is a celebration of the Cowboy culture and the western lifestyle that also blends in the lights and glamor of a Las Vegas event. By staying true to their branding, it brings back people who have attended the NFR for years while also bringing in new crowds of people. 

    Another key player in the success of the NFR is through their Sponsorship PR. Even the Iconic Yellow and blue panels and bucking shoots are covered in sponsors much like a NASCAR race car. The Rodeo itself is even named after the top sponsor Wrangler. Wrangler has been the title sponsor of the event since 2001 and has since changed the name to the Wrangler National Finals Rodeo. The highlighting of event sponsorship is very well done and not a single sponsor is not recognized in some way. Whether it be on the flags that the flag girls carry during the performance, plastered on the panels of the arena, given out to go-round winners, or even announced during the performance and broadcast. Also, when promoting the sponsors it is in a way that makes the audience feel that since the sponsors support these high-profile events of our way of life then we should support them back as well. This also helps to create a sense of partnership between the event and the sponsor. 

    And the MVP of the success of the NFR, especially in recent years, and will help continue the events success for years to come is the social media presence. If your social media is anything like mine, then come the end of November and the beginning of December it is full of NFR content. From businesses preparing for Cowboy Christmas, to western fashion , Competitors creating their own content, and so much more. The PRCA reaches the younger audiences and helps keep the sport of rodeo relevant and as something that will continue on for generations by producing this content. It also brings the sport of rodeo to the same level as other sports events. 

    Just like any other event social media is the marketing team's biggest asset. And over the years social media content for the sport of rodeo has gone from virtually nonexistent to now everyone is producing content in some way. Athletes competing create content for sponsors supporting products and services. Athletes, and sometimes sponsor, create behind the scenes content and even their own 'hype videos' of sorts. One athlete in particular that does well at this is Shad "Money" Mayfield. Mayfield has qualified for the NFR seven times and is now bringing his own social media team. His social media manager is Tayler Bicandi who is chief social strategist at INCANTO sports group . The groups' goal is to connect "equestrian to the mainstream market and building brands that grow." 

    Along with the nightly rodeo comes other events as well. From the Miss Rodeo America pageant Miss Rodeo America Pageant, Fashion shows , and the greatest shopping experience in the western industry: Cowboy Christmas. Of course, each of these events brings along more social media content but it also brings more people to the Las Vegas strip. By having events like these and so much more it helps builds excitement and lets everyone feel like they have a part in the NFR. 

    All of these events lead into the fan experience. The NFR is advertised not just as the event of the year but a cultural experience that you don't want to miss out on even for non-rodeo fans. There is so much to do with Cowboy Christmas, concerts, autograph signings, fashion shows, and western themed social events, watch parties, and after parties. The Cowboy Christmas expo alone brings in on average over 300,000 people to shop and experience the more than 375 vendors. In the expo there is also several places such as the Cowboy Commons Cinch Cowboy Commons and Cowboy Christmas Village that people can go and relax and have a drink when their arms need a break from carrying around all those shopping bags. 

    Overall, the PR goals of the Wrangler National Finals Rodeo is to help promote western culture and the sport of rodeo, grow the fan base, use social media to reach more people, and create the event of the year that even people who have never heard of the rodeo get FOMO. There are many more PR boxes that the PR and marketing teams at the Wrangler National Finals Rodeo check that weren't even discussed in this paper, for the simple fact that they cover everything. There is very little room for error at the NFR, and I am not just talking about the athlete's performance every night. Over the NFR's sixty-six years it has learned to account for everything and to also expect the unexpected when it comes to rodeo. It has also evolved and changed over the years while still remaining true to its founding principles.