Prescott Frontier Days Earns National Recognition from Massey Ferguson for Community Impact

At Cowboy Lifestyle Network, we celebrate the people, places, and traditions that keep the western way of life alive. Prescott Frontier Days Rodeo is one of those traditions, and it is now being recognized on a national level for the impact it continues to make beyond the arena.

During the 2025 Professional Rodeo Cowboys Association Awards Banquet in Las Vegas, Prescott Frontier Days was named the recipient of the 2025 Sowing Good Deeds™ Award by Massey Ferguson. The honor recognizes rodeo committees that exemplify service, leadership, and commitment to their communities. Along with the award, the Prescott Frontier Days Rodeo Committee received a Massey Ferguson® 4700 Series tractor supporting year-round operations at the historic Prescott Rodeo Grounds.

Massey Ferguson North America Marketing Manager Matt LeCroy presented the award, praising Prescott Frontier Days for its ability to honor tradition while actively giving back.

“Prescott Frontier Days represents the best of the western way of life,” said LeCroy. “Their dedication to preserving heritage while serving their community is exactly what the Sowing Good Deeds program was created to recognize.”

Founded in 1888, Prescott Frontier Days proudly holds the title of the World’s Oldest Rodeo®, yet its impact reaches far beyond rodeo week. Throughout 2024, the committee partnered with and supported more than 30 local organizations, providing assistance to youth programs, veterans, schools, and food banks across the Prescott area.

At Cowboy Lifestyle Network, community involvement is at the heart of every story we tell, and Prescott Frontier Days embodies that spirit. Longstanding traditions such as the Heritage Parade, Cowboy Church, and Memorial Roping honor western values and the men and women who serve. Educational outreach remains a priority through Rodeo 101, a program that introduces students to agriculture, ranching, and the cultural roots of rodeo.

“We’re honored to receive this recognition. Our volunteers work year-round to give back to the community that supports us. This tractor will help us maintain our facilities and continue supporting local programs long after the last bull has bucked.”

Jim Dewey Brown
General Manager
Prescott Frontier Days

Prescott Frontier Days becomes the ninth organization nationwide to receive the Sowing Good Deeds™ Award, an initiative created by Massey Ferguson in partnership with the PRCA. This prestigious award recognizes rodeo committees that embody the core values of volunteerism, resilience, and leadership. Cowboy Lifestyle Network is proud to celebrate Prescott’s deep-rooted commitment to its community.

Mark Your Calendars

Mark your calendars for a legendary tradition! The World’s Oldest Rodeo® is returning to Prescott, Arizona, from June 29 through July 5, 2026. Since 1888, Prescott Frontier Days® has been the premier destination for world-class rodeo action, featuring everything from bull riding and steer wrestling to women’s barrel racing and breakaway roping. Whether you’re a lifelong fan or a first-timer, there is no better way to celebrate the Fourth of July week than by experiencing 139 years of Western history and high-octane entertainment. Don’t miss out, get ready to grab your tickets and “Let’s Rodeo!”

Last Updated on 02/03/2026 by Olivia Clements

About the Author:

Olivia Clements

Biography:

I grew up in Reno, Nevada which often gets confused as a mini Las Vegas. But Reno has so much more than casinos. I grew up branding cattle, hunting with my dad, camping, playing sports, exploring the hills and so on. I found my love for writing early in life and I always had a journal I was filling up. I also found myself diving head first into photography which led me to volunteer for the rodeo I went to every year since birth, the Reno Rodeo. I now write in the Reno Rodeo Magazine and take photos of the rodeo for another committee. My love for country goes back to the early days with my dad floating on a boat fishing listening to old country (90’s or older) and some classic rock n’ roll. I have expanded my passions of writing and photography worldwide, having traveled to the Safaris in Africa, crumbling castles in Scotland, pubs in Germany to the snowy mountain tops of the Swiss Alps; like Ian Munsick, “I see country everywhere.” You can find me now taking pictures of sports or driving around taking pictures of yet another cow. They are too cute not to. It’s guaranteed to find me living my best life. Life is short, so live vibrantly!

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