The Professional Rodeo Cowboys Association has formalized a multi-year sponsorship with the University of Wyoming that places ProRodeo branding on Jonah Field at War Memorial Stadium and establishes community programming involving student-athletes.
Deal grows from PRCA move to Cheyenne
The partnership, finalized just before the start of the 2026 football season, follows the PRCA’s decision to relocate its headquarters from Colorado Springs to Cheyenne, roughly 45 minutes from Laramie. The association and the university say the alliance makes sense given Wyoming’s long association with cowboy culture and the school’s Cowboys nickname.
Since the home opener on Sept. 12 against Northern Colorado, the PRCA logo and ProRodeo branding have been displayed beyond the backline of each end zone on Jonah Field, marking a visible sign of the agreement on campus.
Scope of the agreement and community elements
University and PRCA officials described the contract as a four-year deal. While neither party has released financial details, the arrangement includes on-field advertising and the creation of a youth reading program that will feature student-athletes from football, volleyball and both men’s and women’s basketball.
“I was trying to come up with something to thank the people of Wyoming for opening their doors for us to move to Wyoming,” said PRCA CEO Tom Glause in a call with Rodeo On SI. “As we got to talking, I couldn’t think of a better way to touch more people in the state and be able to say thank you to more people for having us move to their state than support Wyoming athletics, especially our football team.”
The reading program is part of the sponsorship’s community outreach component and is meant to connect student-athletes with younger readers across the state. The partnership follows a broader University of Wyoming effort that began in January 2025 to solicit corporate sponsors for facilities and athletic programs.
Context: corporate sponsorship on Jonah Field
Placing corporate branding on the playing surface is a relatively new development for Wyoming football. In November 2025 Ramos Law became the first business to serve as an on-field sponsor for a single game — the Nov. 22 contest against Nevada when the university retired NFL quarterback Josh Allen’s number. That appearance marked the first time in 75 years of Wyoming football that a corporate logo had been placed on the field.
| Year | Sponsorship | Notes |
|---|---|---|
| 2025 | Ramos Law | One-game on-field sponsor during Josh Allen number retirement |
| 2026 | Professional Rodeo Cowboys Association | Four-year contract; on-field branding; youth reading program |
What university officials sought
The athletic department had been seeking corporate partners for the complex and other teams and facilities since early 2025. Officials said they were looking to expand resources for student-athletes and community programming; the PRCA’s proposal aligned with those goals and offered a statewide cultural match.
While the university has not disclosed the monetary value of the PRCA agreement, the deal appears to be more permanent and broader in scope than earlier single-game sponsorships.
Local impact and visibility
Fans and visitors to Jonah Field will likely notice the new branding during home football games, where the PRCA’s logo sits prominently behind each end zone. The partnership also signals increased cross-promotion between Wyoming’s collegiate athletics and a national governing organization for professional rodeo, which now calls the state home.
Beyond visibility at games, the youth reading initiative is intended to extend the partnership into Wyoming communities by pairing athletes with educational outreach to younger students. Details about rollout, participating schools or program timing have not been disclosed.
- Duration: Four-year agreement finalized before the 2026 season
- Visible elements: PRCA logo displayed at both end zones on Jonah Field
- Community work: Youth reading program involving multiple sports teams
The sponsorship represents the latest step in the university’s efforts to cultivate corporate support for athletics while leveraging Wyoming’s cultural assets. As the PRCA settles into its new home in Cheyenne, the association and the university are positioning the arrangement as mutually beneficial for branding and community engagement.
Further details, including financial terms and a schedule for the reading program, have not been released by either party.
