\n
Feeling the inexplicable urge to shout \u201cyeehaw\u201d or rock a pair of cowboy boots? You\u2019re not the only one.<\/p>\n
Due perhaps in part to the rise of popular Western-themed shows, from Paramount\u2019s Yellowstone<\/em> to Netflix\u2019s Ransom Canyon<\/em>, the Wild, Wild West has had plenty of screentime, and there\u2019s about to be even more. Western sports media and entertainment company Teton Ridge recently rolled out its first-ever slate of original programming after acquiring the Cowboy Channel last year, with the new originals representing the company\u2019s push to modernize and grow Western sports like rodeo, bull riding, barrel racing, and roping ahead of next month\u2019s National Finals Rodeo, according to the company\u2019s former CEO, Deirdre Lester.<\/p>\n\u201cIf we are now reaching a broader audience, and we want to bring people into this universe, we need to do that through not just giving them access to live sports, but also storytelling around that,\u201d Lester, who announced she would be stepping down after speaking with Marketing Brew, said; private equity exec Shawn Colo is taking over as executive chairman.<\/p>\n
First rodeo<\/h2>\n
The Cowboy Channel has traditionally been known for airing live or replayed rodeo content, but when Teton Ridge acquired it last November, it was with the goal of pivoting to an omnichannel approach, Lester said. The new slate of originals will roll out on its streaming service, Cowboy Channel+, as well as on free streaming services and social media platforms, with the \u201cintention of reaching a broader audience\u201d that includes younger viewers, she said.<\/p>\n
That content spans documentary-style programming following individual athletes (like bareback rider Rocker Steiner and barrel racing champ Hailey Kinsel), series spotlighting different disciplines, and lifestyle-oriented content including a show about an iconic ranch in Jackson Hole, Wyoming, and the family that runs it.<\/p>\n
Shoulder programming, including behind-the-scenes videos on social and fully produced docuseries, has become a key marketing tool for sports leagues and organizations, and for Teton Ridge, Lester said the strategy is part of a broader effort to level up its content, including live events. The focus, she said, is to become more \u201con par with other professional sports in terms of the way the viewer experiences it.\u201d<\/p>\n
To evaluate whether the shoulder programming is doing its job, the Teton Ridge team is tracking viewership, engagement, and sentiment, Lester said. The documentary about Steiner, Hell on Wheels<\/em>, racked up more than 6 million views across YouTube, linear, and social platforms after only three episodes aired, she said, proof to Lester that, although Steiner is a controversial figure in the rodeo world, audiences love an antihero.<\/p>\n\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
\u201cI was curious to see what the sentiment [was] going to be, and it has been wildly positive,\u201d Lester told us. \u201cPeople love him. They love the story.\u201d<\/p>\n
As all things rodeo and cowboy experience a surge in popularity, Teton Ridge is also creating content that goes beyond the action and the athletes. In addition to the Jackson Hole show, Diamond Cross Ranch<\/em>, the content slate includes a social-first program called Get Rodeo with Me<\/em> starring Sierra Spratt, a former roper who is now a TV journalist, which Lester said is meant to display the fashion scene surrounding rodeo.<\/p>\nSaddle up<\/h2>\n
Like any sports organization, sponsorship is \u201chugely important\u201d to Teton Ridge\u2019s business, Lester said; so far, many of its sponsors have been brands that are endemic to the Western sports and lifestyle space. (Past and current sponsors include Tractor Supply and OptiWize, a company that makes supplements not only for people and household pets, but also horses and other livestock.) Lately, Lester said Teton Ridge has been making more of an effort to get non-endemic brands into Western sports, which have been \u201cuntapped, for the most part\u201d by major advertisers.<\/p>\n
To help lasso in potential sponsors, the Teton Ridge team is touting the large, live audience for rodeos that is fairly equally split between men and women, according to Lester.<\/p>\n
\u201cYou have grandparents in the stands, you have families, you have younger kids that love this, you have the college girls and guys coming out because rodeo is fun and cool and it\u2019s a party,\u201d she said. \u201cIt is really interestingly multigenerational.\u201d<\/p>\n
With more than 600 sanctioned rodeos taking place across North America throughout the year, including the National Finals Rodeo, \u201cthe culmination of the season\u201d coming up in Las Vegas in December, Lester said she hoped the influx of content would help drive interest in live events. That\u2019s not the only audience that matters, though, as Western sports continue to crop up in mainstream culture.<\/p>\n
\u201cA viewer is a viewer,\u201d Lester said. \u201cIf they\u2019re on YouTube, or they\u2019re just watching our TikToks, and that\u2019s the extent of their interest for now, that\u2019s okay, but the goal is to create real fandom and pull as many people as we can into our ecosystem through all of this storytelling.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Feeling the inexplicable urge to shout \u201cyeehaw\u201d or rock a pair of cowboy boots? You\u2019re not the only one. Due perhaps in part to the rise of popular Western-themed shows, from Paramount\u2019s Yellowstone to Netflix\u2019s Ransom Canyon, the Wild, Wild West has had plenty of screentime, and there\u2019s about to be even more. Western sports […]<\/p>\n","protected":false},"author":1,"featured_media":22836,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22835","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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