Cowboys, cowgirls, broncos, and thunderous bulls don’t just live in the American imagination. People worldwide respond to that same barrel-racing, bull-riding, boots-and-grit call of the wild. For proof, just look at the new rights deal signed by Weatherford-based Teton Ridge—an omnichannel brand focused on multiple facets of the American West.
Teton Ridge and U.K.-based DAZN, Europe’s largest digital sports broadcaster, have announced a rights deal for the popular tournament and grand finale Western sports events that culminate on March 8 & 9 at Globe Life Field in Arlington.
While terms of the deal weren’t disclosed, Teton Ridge calls it “the largest international broadcast rights deal in the history of American Western sports.” DAZN said it will use its global reach to bring the broadcasts to users worldwide.
DAZN will now be able to bring its 60 million users broadcasts of “The American Rodeo,” along with “The American Contender Tournament” Regional Finals and Finals competitions throughout January and February 2024. The broadcasts will enable fans worldwide “to cheer on the Contender athletes as they try to punch their ticket to the Crown Jewel of Rodeo in Arlington,” Teton Ridge said.
In March, DAZN will also be broadcasting “The American Performance Horseman” action from Globe Life Field.
Professional Barrel Racer Lisa Lockhart competes at “The American Rodeo.” which just announced an international broadcast rights deal with DAZN for 2024’s March event. (Photo: Michael Pintar)
“Western sports popularity is on the rise internationally, and Teton Ridge is dedicated to leading the charge in making American Western culture, lifestyle and sports accessible to more people in more territories than has ever been done before,” Teton Ridge CEO Deirdre Lester said in a statement.
“The impressive reach and authority that DAZN provides American Western sports will bring in new fans, elevate the profiles of Western sports athletes, and offer viewers worldwide new ways to experience the American West,” Lester added.
Teton Ridge acquired “The American Rodeo” in late 2021
Teton Ridge says “The American Rodeo” is “the largest single-day payout rodeo in the United States,” featuring competitors in all eight traditional rodeo disciplines of bull riding, saddle bronc riding, bareback riding, barrel racing, steer wrestling, tie-down roping, breakaway roping, and team roping.
“The American Rodeo” was acquired by Teton Ridge in late 2021, and celebrated its 10th year in 2023. Fans are able to root for the underdog “Contenders” chasing a $1 million bonus, or cheer on the professional athletes defending their champion status in what Teton Ridge calls “the ultimate showdown.”
Pete Oliver, CEO of Growth Markets at DAZN, said his company’s global reach, technology, and market knowledge “gives us the unique ability to work with strong domestic sports properties like “The American Rodeo” and Teton Ridge’s whole range of American Western Sports Competitions, and bring this thrilling and compelling spectacle to the widest possible audiences.”
“We know markets like Brazil, Spain and Italy have a great affinity with rodeo and other high-octane horse related competitions, and we’re sure this series will be a popular addition to our subscribers worldwide,” Oliver added.
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