September 25, 2019

Durango® Boots is partnering with RFD-TV’s The American Rodeo as the new official presenting sponsor of the event, known as the richest weekend in western sports held annually at AT&T Stadium in Arlington, Texas. In addition to inclusion as presenting sponsor in all official event materials, the three-year sponsorship will elevate Durango®’s presence at the event with signage and onsite activations including sales, promotions and giveaways.

“RFD-TV’s The American has become a historic event in the world of western sports,” said Erin DeLong, Durango® marketing manager. “Durango®’s commitment to this event and western sports as a whole complements our commitment to developing boots with advanced technologies suited both for western sports competitors, and fans alike. We are proud to partner with RFD-TV as they continue growing The American.”

RFD-TV’s The American presented by Durango® Boots will take place March 7–8, 2020. The event is the richest weekend in western sports, with prize money surpassing $2.4 million.

“For the seventh consecutive year, The American Rodeo has taken over one of the largest stadiums in the world and has provided our rodeo athletes an opportunity to win big,” said Raquel Gottsch, CEO of The Cowboy Channel. “With the support of Durango® Boots as our new official presenting sponsor, we’re looking forward to elevating the rodeo experience for the elite athletes who compete as well as the growing number of incredible fans who attend the event from all across the country.” 

Durango® recently debuted performance-driven styles including the comfortable and durable Rebel Pro™ and leather bottom Arena Pro™ collections. The styles garnered the attention of professional team roper’s Luke Brown and Paul Eaves, who serve as ambassadors for the brand. Both athletes will compete during the 2020 contest.

Founded in 1966, Durango® Boots manufactures and markets quality-crafted western and fashion footwear for men, women and children. It is a division of Rocky Brands, a publicly traded company on NASDAQ® under the symbol: RCKY. For more information visit