For five-time world champion steer wrestler Luke Branquinho, stepping away from professional rodeo didn’t mean stepping away from the industry that had shaped his life. Instead, it opened the door to a different kind of career, one that has taken him from the arena and into conversations with some of the most recognizable names in sports and entertainment.
Today, Branquinho wears several hats. He’s the host of The Luke Branquinho Show, a familiar face on Cowboy Channel broadcasts, and a contributor to a growing number of Western industry projects. The path from rodeo competitor to media personality, however, wasn’t necessarily something he mapped out from the beginning.
It Started With a Partnership
In 2004, the U.S. Army sponsored the PRCA and selected several cowboys to participate in a media training program. Over several days, Branquinho and the other athletes learned how to speak in front of a camera, conduct interviews, and communicate with an audience. That experience proved more valuable than he could have anticipated.
As his rodeo career progressed, Branquinho became increasingly comfortable in front of the camera. Later, when injuries began to affect his ability to compete, opportunities in television started to come his way. With years of interview experience and media training behind him, the transition felt like a natural next step.
Working alongside experienced broadcasters and other professionals in the Western industry helped him continue to develop those skills. Today, that early training has turned into a career with plenty of room to grow.
A Full Schedule in Western Projects
Branquinho’s current projects reflect the expanding reach of Western sports and the many ways he continues to contribute to the industry. Through The Luke Branquinho Show, he brings conversations with athletes, entertainers, and others connected to the Western lifestyle to a wider audience. He also contributes to Cowboy Channel programming throughout the year, including Rodeo Live, and takes on a full schedule of NFR coverage each night during the 10-day event.
His work with the PBR has taken him behind the chutes as well, including an upcoming role at the PBR Teams Championship. Outside of broadcasting, Branquinho has several other business ventures and projects in the works, keeping him involved in different areas of the industry.
He’s also helping develop Wild World of Western Sports, a new media project set to reach audiences through Fox Sports. The program will look beyond rodeo to spotlight a broader range of Western sports, including equine disciplines and other sports connected to the Western lifestyle. For Branquinho, these opportunities offer another way to share the people, stories, and competition that make the Western industry what it is while introducing it to audiences who may be discovering it for the first time.
Sharing Stories
One of the most rewarding parts of his work in media has been discovering stories he didn’t know existed, even after spending much of his life in rodeo.
“I rodeoed my whole life, but didn’t know a lot of these stories. I’m able to share the stories of people within the industry and people on the outside of the industry that love it. I’ve interviewed football players that have won Super Bowls and I’ve interviewed actors about what they love about the Western lifestyle and industry. Sometimes, audiences wouldn’t know that otherwise.”
Luke Branquinho
Looking Beyond the Arena
For athletes approaching the end of their competitive careers, Branquinho believes the next chapter doesn’t have to follow one predetermined path. His advice is to look beyond the opportunities that may seem most obvious.
“Think outside of the box,” he said. “Don’t be afraid to take a chance and swim outside of the reef that you’re used to being in.”
“Think outside of the box,” he advises. “Don’t be afraid to take a chance and swim outside of the reef that you’re used to being in. Go out there and experience and learn. The more you learn, the better off you’re going to be in the future.”
Another NFR, Another Busy December
Even with a full schedule of projects outside the arena, rodeo remains a major part of Branquinho’s calendar. The 2026 NFR will bring another packed stretch in Las Vegas, where he’ll balance several broadcasting responsibilities throughout the 10-day event.
During the NFR, Branquinho will bring The Luke Branquinho Show to Cowboy Christmas for booth visits and interviews. His broadcast schedule will be just as full, starting with the Purina pre-show before moving to the Cowboy Channel’s Rodeo Live set and then heading down to the chutes for steer wrestling coverage.
The Luke Branquinho Show
Daily 10 a.m. – 11 a.m.
December 3 – 12, 2026
Cowboy Channel Stage @ Cowboy Christmas
Las Vegas Convention Center (South Hall)
3150 Paradise Rd, Las Vegas, NV 89109
This year, there’s another reason to make the trip especially meaningful. His son, Cade, qualified for the Junior NFR in steer wrestling and will compete during the final five days of the event. The schedule may look much the same from one NFR to the next, but watching his son compete adds a different perspective to the experience.
While Branquinho’s career may look different than it did when he was chasing his own goals in the arena, the connection to rodeo – and the people who make it what it is – remains at the center of what he does.
Keep your eyes peeled: Luke recently sat down with our very own Patrick “OD” O’Donnell, CEO of Cowboy Lifestyle Network, for an exclusive behind-the-scenes conversation you won’t want to miss! Stay tuned to CLN for the full interview drop.
Be sure to follow Luke on social media for the latest updates, behind-the-scenes action, and highlights from the arena!
Last Updated on 11/04/2026 by Carly Davidson
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