The sponsorship between Coors Banquet and the PRCA (Professional Rodeo Cowboys Association) dates back to 1980, making it one of the longest running associations in the world of professional rodeo. As a deep-rooted supporter of the exciting and challenging life of the rodeo cowboy, the Coors Brewing Company proudly and regularly sponsors a number of events on the rodeo circuit as rodeo competitors strive to reach the Wrangler National Finals Rodeo held annually in Las Vegas, Nevada.

Grassroots Support Sets Las Vegas Stage

Coors grassroots support of local rodeos, like the Coors PRCA Championship Rodeo and the Banquet Rough Riders team at the Wrangler Champions Challenge Presented by Justin Boots, sets the stage for topnotch action at the Wrangler National Finals Rodeo (WNFR). Paying out hundreds of thousands of dollars in prize money on the rodeo circuit in cities across the country, Coors support is a major factor in getting the cream of the crop of rodeo participants to the finals.
The sponsorship between Coors banquet and the PRCA is so long that Coors trademarked the term “Original Coors Rodeo.” Coors has a first right of refusal sponsorship with the PRCA, meaning the company has the right to deny competing advertisers or sponsors selling similar products from advertising and selling their products or services at the event.

Laughing Clowns with Serious Jobs

Coors sponsors the Man in the Can barrelman program. Since 1984, the Coors Brewing Company, which is now MillerCoors, has funded a program which pays a small amount to each barrelman per performance, a bonus to five finalists at the end of the year, and $10,000 to the barrelman who wins the Coors Man in the Can award at the PRCA Awards Banquet held in Las Vegas every December. Barrelmen are the men who protect bull riders by getting the bull’s attention when the rider needs time to get away from the raging animal. Barrelmen are also entertainers, joking and clowning around during breaks.
Coors Banquet and Coors Light are the official beers at PRCA events and have held that designation since 1987. The brewing company pays out Wrangler NFR awards plus PRCA year-end bonuses to selected contract personnel. The sponsorship between Coors Banquet and the PRCA event has been a long commitment to the rodeo. When attending a PRCA rodeo event, be sure to look for the Coors tent and share some stories with fellow spectators.
Special thanks to Jeff Chadwick and Donna Keffeler for all they have done and continue to do for the sport of rodeo.