Rodeo Live is a game-day-style pre-show produced by The Cowboy Channel and powered by Teton Ridge, delivering broadcast-quality studio production directly to the rodeo grounds before North America's biggest rodeos. In 2026 the tour expands to 12 marquee stops, including Fort Worth, San Antonio, Austin, Nashville, Reno, Cheyenne, Pendleton, and Puyallup, reaching an estimated 100,000 season attendees. The audience is one of America's most loyal and engaged Western sports fan bases, watching live at the rodeo grounds and via The Cowboy Channel's broadcast on Dish and DirecTV, backed by a 173K social following. Sponsors get integrated ownership within the show itself, camera-visible LED displays, branded desks and stage elements, and custom segments, becoming part of the content rather than advertising alongside it.