Rodeo ropes up big bucks

Bob Shemeligian

Tuesday, Dec. 9, 1997 | 11:30 a.m.

With all the different insignia and banners around the National Finals Rodeo in Las Vegas this year, some spectators are joking that perhaps the name should be changed to National Financed Rodeo.

"You have to remember that rodeo is a lot different than other sports," said spokeswoman Terry Trimble of Coors, a sponsor. "In most rodeos, the cowboys pay to compete, and so they get all the support from sponsors they can."

Champion riders, ropers and barrel racers such as Dan Mortensen, Cody Ohl, Joe Beaver and Sherry Cervi are competing this month for $3.4 million in purses -- making NFR the richest rodeo in the world.

And sponsors like Coors, Wrangler Jeans, Copenhagen-Skoal, Coca-Cola, Dodge Trucks and Resistol are spending millions on insignias to be worn by competitors and banners to be displayed at the Thomas & Mack Center.

"The rodeo is carried on ESPN every night," said Martin Hummel of the Professional Rodeo Cowboys Association. "We're talking about 15 million viewers over the next 10 days. This translates to good things for advertisers."

Wrangler Jeans kicks in $5 million every year to support the NFR and other rodeos around the country, said vice president John Papson, who noted that three out of every four cowboys and cowgirls wear Wrangler insignia during NFR competitions.

"The NFR is the biggest ticket in the world," Papson said. "This is our Super Bowl."

Copenhagen-Skoal, a division of U.S. Tobacco, sponsors more than 800 rodeos annually at a cost of more than $2 million, said spokesman Randy Barnes.

"We've had an excellent relationship with the Professional Rodeo Cowboys Association since 1985," Barnes said. "We're a grass roots company and so are they."

Coors and Coca-Cola representatives, citing proprietary considerations, declined to divulge how much they spend annually on rodeo sponsorship.

"We're involved with a lot of different sports including the NFL, the NBA, major league baseball and NASCAR racing," said Scott Williamson of Coca-Cola. "We want to be where folks are having a good time, and we feel rodeo is a good venue. It's a growing sport and it has a very devoted following."

In addition to signage in the arena and Coke being served at the event, the company ties in retail promotions with the NFR. For the last several years, it has sold Coke in bottles with the National Finals Rodeo logo printed on them in Las Vegas stores.

Original Coors once again is the official beer of NFR.

"I think both cowboys and spectators are loyal to the brand, and our relationship with NFR and with rodeo in general has worked out very well over the years," said Trimble.

Even smaller companies are getting into the cowboy way.

This week, three of the top 10 bronc riders have the words "Express Ranches" displayed on their clothing. The messages provide a great deal of exposure to owner Rob Funk, who raises Limousin and Angus cattle on several ranches in Oklahoma.

"Sponsoring a cowboy is smart advertising," said Linda Haneborg of Express Ranches. "The cigarette companies have known for years the public loves the ideas of freedom and independence associated with the West. Now all kinds of advertisers are using rodeo to put over their brand names."