Inaugural Sponsor Patch Auction raises $445,000 for athletes and

Inaugural Sponsor Patch Auction raises $445,000 for athletes and their charities

Patch Auction

Nearly a half-million dollars was raised Sunday as buyers jostled to bid on cowboys and cowgirls who will sport their logos during a televised rodeo on March 1.

Fort Worth, TEXAS.; February 22, 2015 – An innovative auction held Feb. 22 in Fort Worth sold $443,500 worth of ad space on the backs of athletes who will be competing at AT&T Stadium on March 1 in RFD-TV's $2 million televised rodeo, THE AMERICAN presented by Polaris RANGER.

The sponsor patches take the place of contestant “back numbers,” which have been pinned to the shirts of cowboys for generations.

Winning bidders, which included the likes of Larry the Cable Guy, will watch the action March 1 from custom-made suites near the 50-yard line of AT&T Stadium during the rodeo, and will be invited on stage for awards ceremonies if their cowboy wins.

“It was beyond our expectations,” said RFD-TV Events CEO Randy Bernard, who first brought the lucrative, tournament-style rodeo to AT&T Stadium in 2014. “I was very hesitant on projecting a number, since this was the first time for this event, but I'd have guessed it would raise around $200,000. To see it go to almost $450,000 was incredible. I believe this event has tremendous potential and can be done across the country at major rodeos.”

The cowboys and cowgirls themselves, notoriously underpaid in terms of professional sports, receive 85 percent of the winning bid, and the remaining 15 percent is donated to one of three nonprofits dedicated to keeping Western heritage alive – the Texas Cowboy Hall of Fame, the National Cowgirl Museum and Hall of Fame and the National Cowboy Western and Heritage Museum.

The highest bid, $50,000, was paid for defending American champion team roper Kaleb Driggers. Paraplegic barrel racing contestant Amberley Snyder, who was invited to compete as a Fans' Choice exemption, watched from her wheelchair as space for her sponsor patch brought bidding to $31,000. She will keep $26,350 of that and plans to put it toward a replacement for her truck, which has logged 270,000 miles.

“What an innovative idea,” said Andrea Busby of Busby Quarter Horses, who purchased the patch on Snyder. “RFD-TV thinks outside the box, and that's what it takes to change the sport. If every rodeo picked up on this, I think it could be outstanding.”

Here's a complete list of the consignors and their sponsors: 

Austin Foss Marvin Alderman Jr. 
Kaycee Feild 3-S Services
Richmond Champion Rich Champion
Bobby Mote Stan Harper Harper Cattle LLC
Steven Peebles PRS - Todd Marsh 
Jake Vold Black Hills Tractor 
Winn Ratliff Mesquite Championship Rodeo
Tim O'Connell Terry Dickerson/ Machinery Auctioneers
Justin McDaniel Justin McBride
Will Lowe Chad Riggins
Brian Bain PRS - Todd Marsh 
Ryan Gray Lance Ollinger, Plains Aerial
Tilden Hooper Smith Energy Services 
Taylor Price Rachel Stevenson
Orin Larsen Chris Ollinger, Triple O Farms 
Seth Hardwick Gil galyean
Amberley Snyder Jeff Busby / Busby Quarterhorses
Lisa Lockhart Payson Peterson /Professional Compliance & Testing, LLC 
Kaley Bass Cowboy Shopping Network/
Michele McLeod Blitz Energy Services
Brittany Diaz Cowboy Shopping Network/
Carlee Pierce D Rock'n S Ranch 
Mary Walker Byron Walker / World Performance Horse
Trula Churchill Allen Hughes
Kassidy Dennison Dale Steege / Med Vet Pharmaceuticals
Charmayne James Cowboy Shopping Network/
Fallon Taylor Bob Tallman (Bart Steindorf)
Shelly Anzick Payson Peterson /Professional Compliance & Testing, LLC 
Chayni Chamberlain SOD Rope Horses, Inc
Callahan Crossley Cowboy Shopping Network/
Destri Davenport Kristi Schiller / K9s4COPS
Sharin Hall Dale Steege / Med Vet Pharmaceuticals
Jackie Jatzlau Betthe Deal
Lindsey McLeod Dan Houk / Universal Asphalt Co., Inc.
Jane Melby Anna Jennings / Stockyards Station
Adeline Nevala Cowboy Shopping Network/
Carmel Wright Stephanie Ritchey, Martindale Feed Mill
Luke Branquinho Triple Seven
Kyle Irwin Kyle Rappond, Get
Casey Martin Chad Havens
Nick Guy Animal Health International 
Dakota Eldridge Wade Sundell
Trevor Knowles Cetyl M
Ty Erickson Molly Winstead
Clayton Haass Byron Walker / World Performance Horse
Bray Armes Taco Casa
Ote Berry Sinks Excavation
KC Jones
Garrett Smith Animal Health International 
Stewart Gulager Charlie Cummings
Cash Myers Boo Klein , Kline Bros. Rodeo
Josh Peek KLX Energy Services 
Rowdy Parrott Scott Broussard / Acadia Crawfish Co & Gunner Co
Clay Tryan Bill Casner
Trevor Brazile Stan Harper / Harper Cattle LLC.
Coleman Proctor Heath Massey
Jake Barnes Rodeo Cowboy Collectibles
Dustin Bird 3-S Services
Kaleb Driggers 3-S Services
Turtle Powell Justin Homen, Homen Cattle 
Brandon Beers Bett Tatum / Tres Rio
Speed Williams Rene Cervantes
Tee Woolman Bett Tatum / Tres Rio
Colby Lovell Bill Fick Ford
Manny Egusquiza Daniel Salinas / Salinas Construction
Tyler Wade Sinks Excavation
Jimmy Tanner Animal Health International 
Jade Corkill Peek Brothers Construction
Travis Graves Tiada Gray
Jake Long Kyle Rappond, Get
Paul Eaves Animal Health International 
Patrick Smith 3-S Services
Junior Nogueira Grupo Banderantes de Band TV 
Dakota Kirchenschlager Byron Walker / World Performance Horse
Jim Ross Cooper Michael Aura
Rich Skelton Jim Folk
Daniel Braman John Wayne Cancer Institute
Cole Bigbee David Kimbrough
Jonathan Torres Chad Havens
Kinney Dale Harrell Tyler Wright
Kory Koontz Larry The Cable Guy
Spencer Wright Terry Dickerson / Machinery Auctioneers
Cort Scheer Bismarck Ranch
Wade Sundell Mesquite Championship Rodeo
Heith DeMoss Bismarck Ranch
Jake Wright Mesquite Championship Rodeo
Jacobs Crawley Vetericyn
Jesse Wright Steve Britten - Cowtown Truck Sales 
Chuck Schmidt Manke & Sons 
Layton Green Animal Health International 
Bradley Harter Joe Newcomb, Truth Entertainment
Tyler Corrington Joe Simon
Steven Dent Larry The Cable Guy
Tuf Cooper Stan Harper / Harper Cattle LLC.
Matt Shiozawa Rayne Austin
Cody Ohl Jason Beyer
Cade Swor Triple Seven
Adam Gray Dale Redman, Pro Petro Services
Hunter Herrin Triple Seven
Shane Hanchey Michael Aura
Timber Moore Mark Winstead
Fred Whitfield David Markley
Marty Yates Mark Winstead
Cole Bailey Triple Seven
Walt White Triple Seven
Tyson Durfey Terry Dickerson
Marcos Costa Grupo Banderantes de Band TV 
Reese Riemer Triple Seven
Chase Williams The Hay & Feed Ranch
Mike Lee Shari Rivera, All Around Realty and Development
Cody Nance Roger & Linda St. Clair / Sheridan Wyominbg Rodeo
JB Mauney Brett Tatum / Tres Rio
Stormy Wing Mike Fester Insurance and Equine, LLC
Curtis Cassidy Daniel Salinas / Salinas Construction
JJ Elshere Roger & Linda St. Clair / Sheridan Wyominbg Rodeo

Tickets for RFD-TV's THE AMERICAN, presented by Polaris RANGER, and the Iron Cowboy VI are on sale at the AT&T Stadium Box Office, all Ticketmaster locations and at

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