Overview The San Antonio Stock Show and Rodeo is an 18-day February run of PRCA rodeo, concerts, a livestock show and a carnival at the Frost Bank Center and its fairgrounds, big enough that the San Antonio Spurs play only road games for its entire run. The rodeo is a tournament: five brackets of three rounds each, the top money winners going on to semifinals, a wild-card round for ten more contestants in each event, and a final. The show is a 501(c)(3) run by more than 7,000 volunteers, and its mission is opportunity for Texas youth through agriculture and education. On site Inside the arena the rodeo covers bareback riding, steer wrestling, team roping, breakaway roping, saddle bronc, tie-down roping, barrel racing and bull riding, plus mutton bustin' and the calf scramble, and the same arena holds the concert series. Three nights break the pattern: Noche Del Vaquero with ballet and charro exhibitions for South Texas heritage, a Ranch Rodeo for working cowboys, and Xtreme Bulls. Out on the grounds are the livestock show and auctions, pig races, the Texas Wildlife Expo, horse programs and Bustin' in the Barn. The Western Heritage Parade and Cattle Drive opens the run, and a new East Arena opened in 2026. Audience Its volunteers work the show through committees such as barbecue, auction, raffle, wildlife and international, some of which raise money year-round for the scholarship fund. Every rodeo performance also airs live on The Cowboy Channel and replays on Cowboy Channel+, carrying the arena to rodeo viewers across the country. Track record The first rodeo was held in 1950, and the main events moved from the Freeman Coliseum to what is now the Frost Bank Center in 2003. The PRCA named it Large Indoor Rodeo of the Year 14 straight times, from 2005 to 2018, and it entered the ProRodeo Hall of Fame in 2008. The show says it has committed more than $292 million to Texas youth through scholarships, grants, endowments, junior livestock auctions and the calf scramble. In 2025 alone it reached more than 18,000 Texas students. Brand presence Sponsorship runs at three levels. Silver packages mostly live on the fairgrounds, with interactive exhibit space from 10 by 10, branding on existing activations and hospitality. Gold moves inside the Frost Bank Center, rotating on the Jumbotron, the 360 LED ring and the concourse monitors, with announcer reads, a 15-second in-arena spot and rodeo and concert tickets. Platinum adds category exclusivity, the printed posters and flyers, a digital takeover loop during downtime, banners on the outside of the arena and branding on the ticket towers above the box office.