What San Antonio Stock Show & Rodeo does

The San Antonio Stock Show & Rodeo, legally organized as the San Antonio Livestock Exposition, is a Texas-based 501(c)(3) nonprofit founded in the 1940s that produces one of the largest annual livestock expositions and rodeo events in the United States. The organization operates a single 18-22 day event (February 12 - March 1, 2026) at the Frost Bank Center and Freeman Coliseum complex in San Antonio, hosting 22 PRCA- and WPRA-sanctioned rodeo performances alongside livestock exhibitions, youth competitive events, concerts, and educational programs. It draws approximately 1.5 million visitors annually and is supported by more than 7,000 volunteers across 37 committees.

The core product portfolio spans PRCA/WPRA professional rodeo, Youth Rodeo (ages 8-18), Ranch Rodeo, Horse Events, Junior Livestock Auction, Calf Scramble, Mutton Bustin', Junior Shoot-Out, Agricultural Mechanics Show, Western Art Competition, Youth Cook-Offs, and the Western Heritage Parade. Educational and scholarship programs impact more than 22,000 Texas youth annually, with cumulative youth education commitments exceeding $279 million since inception. The technology stack is non-proprietary, relying on the Saffire platform for the official website and event management and Ticketmaster for ticketing and authorized resale.

The revenue model combines ticket sales (season tickets from $814 per seat, individual performance tickets via Ticketmaster), multi-tier corporate sponsorships (Platinum, Gold, Silver, Partner), Junior Livestock Auction buyer contributions (tiered from $1,000 Single Day Buyer to $150,000 Diamond), retail and food vendor booth fees, Frontier Club membership ($150), and tax-deductible donations supporting the scholarship fund and youth programs. Distribution is regional (South and Central Texas), executed through six Rodeo Outfitters retail locations, the official website, Ticketmaster, the on-site ticket office, and an indoor Expo Hall marketplace of 180+ vendors. Major sponsors include HEB, Ford, Cavender's, Busch Light, Frost Bank, Holt Cat, Mattress Firm, Pendleton Whisky, and Cottonelle.

Name

San Antonio Stock Show & Rodeo

Legal name

San Antonio Livestock Exposition

Website

https://sarodeo.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

The San Antonio Stock Show & Rodeo is a 501(c)(3) nonprofit that produces an annual 18-22 day PRCA/WPRA-sanctioned rodeo, livestock exposition, and youth agricultural education program in San Antonio, Texas, drawing 1.5 million visitors and serving more than 22,000 Texas youth annually through scholarships and competitive events.

Ownership category

akta.pro rank

Product category

Live Rodeo and Livestock Entertainment Events

NAICS

Amusement, Gambling, and Recreation Industries (713), Convention and Trade Show Organizers (56192), Arts, Entertainment, and Recreation (71)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

akta.pro secondary industries

General Consumer Expos & Trade Shows (MPAGAFAA), Sport/Show Horse Training & Performance Programs (AFAEAGAF), Pet & Animal Expos (MPAGAFAI)

Keywords

• Rodeo competitions
• Livestock exhibitions
• Youth agriculture programs
• Western heritage events
• Corporate sponsorships

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Ticket Sales: Season tickets starting at $814 per seat for 22 rodeo performances; individual performance tickets through Ticketmaster and official channels
2. Corporate Sponsorships: Multi-tiered sponsorship program with Platinum, Gold, Silver, and Partner levels offering brand activation, signage, hospitality access, and promotional benefits during the 18-day event
3. Food & Retail Vendor Fees: Application-based vendor program with booth fees, electrical services, and licensing agreements for food vendors and retail merchants during the event
4. Junior Livestock Auction: Diamond-level contributions up to $150,000, with tiered buyer levels from Single Day Buyer ($1,000) to Diamond ($150,000), supporting Texas 4-H and FFA youth exhibitors
5. Donations & Fundraising: Tax-deductible donations supporting scholarship fund, junior livestock auction, and various youth programs including memorial donations, general contributions, and committee-specific giving
6. Frontier Club Membership: $150 non-transferable annual membership granting entry for one member plus 3 guests, with restaurant and bar service during rodeo season, benefiting scholarship fund

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The San Antonio Stock Show & Rodeo (legal name San Antonio Livestock Exposition) is a nonprofit 501(c)(3) that produces an annual multi-day rodeo and livestock exhibition at the Frost Bank Center and Freeman Coliseum grounds in San Antonio, Texas. The event features PRCA and WPRA sanctioned rodeo performances, junior livestock shows and auctions, youth competitions (Youth Rodeo, Calf Scramble, Junior Shoot-Out), horse events, live concerts, a Western Heritage Parade, retail and food vendor marketplaces, and educational school tours. Revenue is generated through ticket sales, multi-tier corporate sponsorships, vendor booth fees, livestock auction buyer tiers, donations, and an annual Frontier Club membership, with proceeds reinvested in Texas youth education and agricultural programs.

Product overview

The San Antonio Stock Show & Rodeo is a major annual multi-day event featuring a comprehensive portfolio of rodeo competitions (PRCA and WPRA sanctioned), livestock exhibitions, youth agricultural programs, live entertainment, and educational experiences. The core product is the 18-22 day rodeo event held at the Frost Bank Center and Freeman Coliseum grounds. Supporting products include youth competitive events (Youth Rodeo, Junior Livestock Auction, Calf Scramble, Junior Shoot-Out, Agricultural Mechanics), horse events (Barrel Racing, Team Roping, Charreada, Mounted Shooting), entertainment offerings (Rodeo Concerts, Western Heritage Parade), educational programs (School Tours, Western Art Competition), dining experiences (Frontier Club & Restaurant), and ticketing/sponsorship services. The organization also operates year-round fundraising events and manages the Shops at the Rodeo retail marketplace.

Differentiator

Problem solved

Functional benefit

Brands

• Frontier Club: Entertainment venue and restaurant within the fairgrounds during rodeo season, located in the historic Freeman Coliseum/Hall of Fame Breezeway.
• Frontier Restaurant
• Junior Livestock Auction
• Rodeo Star Experience
• Bustin' In The Barn

Products and services

• San Antonio Stock Show & Rodeo Annual Event The flagship annual multi-day rodeo and livestock exhibition event featuring PRCA and WPRA sanctioned rodeo competitions, live entertainment and concerts, agricultural exhibitions, youth programs, and a retail and food vendor marketplace. Targeted at general public attendees, rodeo fans, and Texas 4-H and FFA youth participants.
• Junior Livestock Auction Live auction event where top-judged market animals raised by Texas 4-H and FFA youth exhibitors are sold to buyers, with proceeds supporting exhibitors' educational endeavors. Includes virtual add-on contribution options and tiered buyer levels. Targeted at livestock buyers, agribusiness supporters, and donors.
• Youth Rodeo Competition event for young rodeo athletes ages 8-18 featuring events such as Pole Bending, Barrel Racing, Goat Tying, Breakaway Roping, Team Roping, Saddle Bronc Riding, Bareback Riding, Bull Riding, and Steer Wrestling. Targeted at young rodeo athletes and their families.
• Ranch Rodeo Competition featuring teams from working Texas ranches competing in steer loading, calf branding, roping, wild cow milking, rescue race, and hide race events. Targeted at Texas ranch operations and western heritage audiences.
• Horse Events Collection of horse competitions including Open Barrel Race, Charreada, Mounted Shooting, Team Roping, Breakaway Roping, Ranch Sorting, and the Horse Discovery educational area. Targeted at equestrian competitors and horse enthusiasts.
• Livestock Show Junior market and breeding livestock exhibitions featuring market animals (barrows, broilers, goats, lambs, steers, turkeys) and breeding heifers, gilts, sheep, goats, and dairy cattle. Targeted at Texas 4-H and FFA youth exhibitors.
• Agricultural Mechanics Show Exhibition showcasing agricultural machinery, trailers, livestock equipment, outdoor equipment, and tractor restoration projects built by Texas FFA and 4-H members. Targeted at youth in agricultural education programs.
• South Texas Collegiate Classic Three-day collegiate rodeo event featuring over 400 student-athletes from the Lone Star Region representing seven colleges. Targeted at college rodeo athletes and university audiences.
• Rodeo Concerts Live music performances following rodeo events featuring country and western entertainment artists. Targeted at rodeo attendees, concertgoers, and country music fans.
• Rodeo Star Experience Premium ticket package including private dinner, reserved seating in the Fan Zone, stage-side seating during concerts, and complimentary parking. Targeted at premium experience buyers and corporate hospitality clients.
• Mutton Bustin' Children's rodeo performance event where kids ages 4-7 (under 55 lbs) ride sheep for six seconds during rodeo performances. Targeted at young children and family attendees.
• Calf Scramble Rodeo performance event where Texas FFA and 4-H members ages 12-17 attempt to catch calves, with purchase certificates awarded for breeding animal projects. Targeted at FFA and 4-H youth exhibitors.
• Frontier Club & Restaurant Membership-based entertainment venue and full-service restaurant located in the Freeman Coliseum breezeway, open during rodeo season with lunch and dinner service, and offering $150 annual non-transferable memberships. Targeted at members, rodeo attendees, and event patrons.
• Texas Wildlife Expo Interactive exhibits in the Freeman Coliseum concourse featuring native Texas wildlife, BB gun safety, fishing demonstrations, and outdoor products. Targeted at families, outdoor enthusiasts, and youth.
• Western Heritage Parade & Cattle Drive Annual parade featuring longhorn cattle, decorated wagons, dancing groups, and military heritage displays to kick off the rodeo. Targeted at general public, families, and community members.
• Junior Shoot-Out Youth clay target competition for Texas 4-H and FFA members featuring trap, sporting clays, and skeet events with scholarship awards. Targeted at 4-H and FFA shooting sports athletes.
• School Tours Program Educational program for K-5 students guided through fairgrounds by 4-H and FFA high school tour guides, covering rodeo, livestock, and agriculture topics. Targeted at elementary schools and youth educators.
• Bustin' In The Barn Fairgrounds mutton bustin' experience offering over 1,500 rider opportunities, with winners advancing to a Wildcard performance at Frost Bank Center. Targeted at young children and family fairgrounds visitors.
• Corporate Sponsorship Packages Multi-tiered corporate partnership program offering Platinum, Gold, Silver, and Partner level sponsorships with brand activation, signage, hospitality access, and promotional benefits during the annual 18-day event. Targeted at corporations seeking brand visibility and community alignment.
• Scholarship Program Educational scholarship funding distributed through donations, competitive event winnings, and educational partnerships with Texas colleges and universities. Targeted at Texas youth pursuing higher education.
• Shops at the Rodeo Retail vendor marketplace with over 180 unique vendors in a climate-controlled Expo Hall, complemented by 6 Rodeo Outfitters locations offering official merchandise. Targeted at rodeo attendees and western merchandise consumers.

Quantifiable outcome

• Over 22,000 Texas youth impacted annually through scholarships and programs
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

14 partnerships are on record, tiered platinum, gold and core.

• Busch LightplatinumGTM or Marketing PartnerPlatinum-level sponsor with prominent branding presence at the San Antonio Stock Show & Rodeo 18-day event
• Cavender'splatinumGTM or Marketing PartnerPlatinum-level western apparel retailer sponsor
• Ford (Texas Ford)platinumGTM or Marketing PartnerPlatinum-level automotive sponsor
• HEBplatinumGTM or Marketing PartnerPlatinum-level sponsor - official grocery partner of Calf Scramble event
• Frost BankgoldGTM or Marketing PartnerGold-level sponsor and naming rights holder of Frost Bank Center venue
• Grand Hyatt San AntoniogoldGTM or Marketing PartnerGold-level hotel partner offering 10% discount to rodeo attendees
• CottonellegoldGTM or Marketing PartnerGold-level sponsor - presenting sponsor of Bustin' In The Barn mutton bustin' experience
• Holt CatplatinumGTM or Marketing PartnerPlatinum-level heavy equipment dealer sponsor
• Mattress FirmplatinumGTM or Marketing PartnerPlatinum-level sponsor with community foster kids initiative
• Pendleton WhiskyplatinumGTM or Marketing PartnerPlatinum-level spirits sponsor
• TicketmastercoreChannel Partner/ Reseller/ DistributorAuthorized ticketing platform for individual rodeo performance tickets
• SaffirecoreTechnology or IntegrationWebsite platform and ticketing technology provider powering sarodeo.com and event management
• PRCA (Professional Rodeo Cowboys Association)coreStrategic or Co-development PartnerOfficial sanctioning body for rodeo competition; PRCA rodeo seasons run October 1 - September 30
• WPRA (Women's Professional Rodeo Association)coreStrategic or Co-development PartnerOfficial sanctioning body for women's rodeo events including breakaway roping

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Regional players

• Mesquite Championship Rodeo: Texas-based weekly PRCA-sanctioned rodeo operating a resident season format. Comparable in PRCA sanctioning and Texas rodeo audience, but smaller in scale and operates a recurring rather than annual stock show format.
• National Finals Rodeo: PRCA's championship event held annually in Las Vegas. Comparable in PRCA sanctioning, premium ticketing and sponsorship economics, but functions as a season-ending championship rather than a community-based annual stock show.

Direct peers

• Cheyenne Frontier Days: Known as the 'Daddy of 'em All,' Cheyenne Frontier Days operates an outdoor PRCA rodeo, livestock events and Old West exhibitions. Comparable in nonprofit governance, western heritage programming, and large-scale volunteer engagement.
• Fort Worth Stock Show & Rodeo: Long-running Texas stock show and rodeo operating since 1896 with junior livestock shows, agricultural exhibitions and rodeo competitions. Comparable in nonprofit structure, youth livestock auction, and rodeo performance format.
• Houston Livestock Show and Rodeo: The largest livestock show and rodeo in Texas, also a 501(c)(3) nonprofit running a multi-week PRCA-sanctioned rodeo with junior livestock auctions, scholarships and a comparable sponsor/vendor model. The most direct comparable given shared Texas youth education mission and scale ambition.
• National Western Stock Show: Denver-based 16-day stock show, rodeo, livestock exposition and horse show, operated by the National Western Stock Show Authority. Directly comparable in combining PRCA rodeo, junior livestock auctions, and youth scholarship programming.

Others

• Ticketmaster: Authorized digital ticketing platform partner for San Antonio Stock Show & Rodeo. Included as an ecosystem peer given the exclusive integration for mobile-only digital ticketing, season and individual ticket sales.

Broad incumbents

• Professional Bull Riders (PBR): Major professional bull riding league running a national tour of events with corporate sponsorships and ticketed performances. Comparable in rodeo-adjacent audience, premium ticketing tiers, and multi-tier sponsorship structure, but specialized in bull riding only.
• Wrangler National Finals Rodeo: Long-running title-sponsored PRCA championship finals event. Comparable in rodeo sanctioning tier and corporate sponsorship model, but is a single championship event rather than a multi-product stock show and youth education nonprofit.
• Calgary Stampede: One of the world's largest rodeos and western exhibitions with 10-day attendance exceeding 1 million. Comparable in scale, PRCA-equivalent sanctioning, livestock shows, and youth/agricultural programming, but operates as a larger community-owned organization in Canada.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SanAntonioRodeo
• YouTubeyoutube.com/channel/UCmWt4KhOkNRKYfLihSHZMnw?view_as=subscriber
• Facebookfacebook.com/sarodeo
• Instagraminstagram.com/sanantoniorodeo
• LinkedInlinkedin.com/company/sarodeo

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about San Antonio Stock Show & Rodeo