General Manager - Professional Rodeo Cowboys Association

Learfield is seeking a proven General Manager (GM) to lead our PRORODEO Partnerships team and serve as the primary Learfield liaison to the Professional Rodeo Cowboys Association (PRCA). This position plays a central role in overseeing PRCA’s comprehensive multimedia rights agreement and corporate partner platform, while building and sustaining trusted relationships to grow the PRCA Brand. As a highly visible leader, the GM is responsible for driving results, growing revenue, and ensuring a successful, long-term partnership between Learfield and the PRCA.

In this role, you will lead a high-performing team to deliver innovative, client-focused solutions that align with both Learfield’s goals and the PRCA’s strategic vision. You’ll manage day-to-day operations of the property, coach and develop staff, and foster a collaborative, accountable team culture. Success in this role requires a strong command of sponsorship sales, local/regional/national partnerships, and operational excellence. You’ll partner closely with regional and corporate stakeholders, PRCA leadership, and brand partners to maximize revenue opportunities, uphold Learfield standards, and support the mission of professional rodeo.

Essential Duties & Responsibilities:

• Serve as the primary liaison between Learfield and the PRCA, overseeing execution of the multimedia rights agreement and ensuring alignment with PRCA values, brand standards, and strategic priorities.
• Drive new and renewal partnership and sponsorship sales across local, regional, national, and international opportunities, leveraging PRCA’s live events and owned-and-operated platforms, including ProRodeo.com, social channels, PSN, branded content, promotions, on-site activation, and consumer engagement.
• Develop scalable, customized partnership solutions across video, digital, mobile, social, experiential, and other platforms, identifying new revenue opportunities and cultivating relationships to secure deals.
• Create sponsorship packages, lead-generation initiatives, and integrated media and activation plans that address client objectives and PRCA needs.
• Cultivate and maintain strong relationships with local, regional, and national sponsors and key PRCA rodeo committee stakeholders, identifying opportunities to expand partnerships and enhance sponsor value.
• Propose and plan sponsor activations and events, partnering with current and prospective sponsors to develop year-round and event-specific activation strategies.
• Negotiate and finalize partnership agreements and manage sales projects through completion, ensuring deadlines and revenue goals are met.
• Lead the property team, including sales and activation staff, providing coaching, performance feedback, and professional development.
• Collaborate with the Team S/VP and corporate support teams, including marketing, research, digital, and legal, to optimize sales strategy and execution.
• Develop and manage annual budgets, business plans, and forecasts to drive property-level accountability and financial performance.
• Manage demographic and data-based platforms to provide reporting and insights to the executive team and PRCA committees.
• Develop annual sponsor summit content designed to engage sponsors and deliver additional value.
• Model and foster a positive, inclusive, and team-first culture across the property and broader organization.
• Perform other job-related duties as assigned.

Minimum Qualifications:

• 8+ years of experience in sponsorship sales, sports marketing, or a related B2B revenue-generating role, with a strong track record of driving results.
• Demonstrated ability to lead teams and manage others, including experience hiring, coaching, and developing high-performing talent.
• Proven success managing complex partnerships and serving as a strategic liaison to executive-level stakeholders, ideally within rodeo, sports, media, or higher education.
• Strong understanding of integrated marketing solutions, including traditional, digital, social, and experiential channels.
• Experience with large events including multiple venues, ticket sales, underwriters, and sponsors, preferred.
• Financial acumen to manage budgets, interpret performance metrics, and drive profitability.
• Comfortable navigating change and ambiguity in a fast-paced environment.
• Excellent relationship-building, presentation, and communication skills — able to influence and collaborate effectively across internal and external groups.
• Strong organizational skills and attention to detail; ability to manage multiple priorities and meet deadlines.
• High level of integrity, professionalism, and sound judgment.

Preferred Qualifications:

• Experience in sports sponsorships, rodeo sponsorship, or media sales (radio, signage, social, digital, etc.).
• Experience working or competing in the rodeo industry.
• Familiarity with marketing solutions that include digital and experiential assets.
• Bachelor’s degree from an accredited four-year college or university

Pay Transparency:

The approximate national base pay range for this position is $150,000 to $180,000. Please note that this is a good faith estimate for the position at the time of posting. Individuals may also be eligible for an annual discretionary bonus and/or sales compensation based on individual and company performance. Placement on the range may vary based on factors including but not limited to job-related knowledge, skills, and experience, and geographic location. The pay rate will comply with all minimum federal, state, and local wage/salary requirements.

Learfield offers a full spectrum of benefits for eligible employees including Medical, Dental, Vision, Health Savings Account, Life Insurance and Other Insurance Plans, Flexible Paid Time Off (minimum 10+ days annually), including Parental Leave, 20 Paid Holidays, 401(k) + Match, and Short/Long Term Disability. Leave benefits are consistent with state and local laws, including the Colorado Health Families and Workplaces Act.

Learfield is an Equal Opportunity Employer. We provide equal employment opportunities to applicants and employees without regard to race; color; sex; gender identity; sexual orientation; religious practices and observances; national origin; pregnancy, childbirth, or related medical conditions; status as a protected veteran or spouse/family member of a protected veteran; or disability.