Contact: Pat Pemberton
805-235-0555; ppembert@calpoly.edu

Leading up to the annual Poly Royal, the collaboration is a first for the Athlete Lab

SAN LUIS OBISPO, Calif.— Three top members of Cal Poly’s rodeo team have partnered with national brand Boot Barn for promotional opportunities thanks to the Athlete Lab, a business course that acts as a mini-marketing agency for student athletes.

The partnership marks the first time the Athlete Lab has worked with rodeo students since lecturer Randy Rovegno launched the program in the fall of 2023.

Cal Poly’s Rodeo program is one of the strongest in the country, ranked first in the West Coast region and, as of April 8, 20th in the U.S. The Poly Royal Rodeo held each year at Cal Poly is the biggest rodeo west of the Mississippi River and holds massive popularity among the San Luis Obispo community, with all four nights selling out in a record-breaking 30 seconds this year.

The three award-winning student athletes working with Boot Barn include NIRA Women’s Rookie of the Year Haleigh Grant, professional saddle bronc rider Quintin McWhorter, and tie-down roper Daniel Miranda, who is currently ranked top 10 in the nation.

Following the NCAA ruling that first allowed student athletes to profit from their name, image and likeness (NIL), Cal Poly’s Athlete Lab was founded with the goal of getting the community involved and bringing profit and attention to the athletes.

“Everything we do, 100% of all revenue or trade or compensation from the brands goes to the player,” Rovegno said.

Establishing the partnership with Boot Barn is just one piece of the full-fledged marketing plan put together by the BUS 454 students. During the class, the marketing students designed social media content and promotional events for the rodeo athletes.

The Cal Poly rodeo team is primarily funded by donations, sponsorships, fundraising and ticket sales for the Poly Royal Rodeo. The Athlete Lab helping athletes profit and land substantial brand deals to support their athletic careers is a step toward ensuring the rodeo program continues to thrive.

On March 13, the team took to Dexter Lawn, where they drew crowds by bringing along Miranda’s horse, Hersey (also known as Princess). Beside Miranda and McWhorter, the marketing team handed out Boot Barn coupons and flyers advertising the chance to win two free tickets to the sold-out rodeo — under the condition that they follow the athletes and the Athlete Lab on social media.

The marketing team helped to develop content for Miranda’s social media, including “A Day in My Life” and “Mic’d Up With Miranda,” videos that follow the nationally ranked athlete through the arena, and a short reel in which McWhorter shares how he first fell in love with rodeo. The content is all in partnership with Boot Barn and created by the student marketers.

“I tell my students on the first day of my class: ‘I’m not here to grade you. I’m here to hire you,’” Rovegno said.

Josephine Kelly, an experience industry management senior who acted as the project’s account executive for Boot Barn and Cal Poly Rodeo, acted as a liaison between the brand’s head of sponsorship and the student athletes.

“For these athletes, it's very special, because they get to identify with a national brand that has such an establishment in Western culture,” Kelly said. “I think that only boosts their confidence and their likelihood to just want to continue exploring NIL opportunities.”

The course follows the Learn by Doing approach, as students meet with their athletes, correspond with brands, film content, and host events such as the Horse on Dexter, benefiting the athletes and the students’ learning.

“You really get to experience what it would be like working in an actual agency in the world, with real clients, with real athletes,” Kelly said. “And so, you really feel like the work you’re doing is having an impact, which I think is so special.”

Top photo: A saddle bronc rider competes at the Cal Poly 79th annual Poly Royal Rodeo in April of 2019. In this event, a rider uses a specialized saddle to stay on a bucking horse for 8 seconds, while maintaining control and rhythm with the animal's movements.
 

Photo by Joe Johnston | Cal Poly