Courtesy Photo by UW Athletics
University of Wyoming’s Jonah Field end zone inside War Memorial Stadium has premiered new sponsorship logos, courtesy of the Professional Rodeo Cowboys Association (PRCA). This is the first endzone logo ever featured at the home of Cowboys football. The sponsorship marks a major achievement for the Wyoming Athletic Department as they continue to navigate through the waters of the NIL era of collegiate sports.
Starting in the 2024 season, college football fields were allowed to have corporate sponsor advertisements. This change was made to help schools gain additional sources of revenue. UW featured their first on-field corporate sponsor during the 2025 season. Ramos Law logos were placed on the 25 yard line as a one-game deal for the final home game of the year. They were also the presenting sponsor for the jersey retirement of former Cowboy Josh Allen.
Last spring, UW Athletic Director Tom Burman mentioned there are three partnerships he would like to secure, and that accomplishing two of them would be ideal. Naming rights for the Arena Auditorium, jersey patches, and on field logos. In April, Tallgrass Energy was announced as the official jersey patch sponsor for UW. The PRCA sponsorship checks off the box for Burman to gain those two new routes of revenue streams. For a school and state that goes hand in hand with the western way of life, the PRCA seems to be a perfect partner.
“The PRCA is about rodeo and the Western way of life and what better way to display those attributes than in the Cowboy state of Wyoming and with the University of Wyoming athletic department with our logo on the Jonah Field End Zones,” Paul Woody said in a press release. “We are excited to be a part of the Laramie community and to spread the message of the PRCA throughout the state of Wyoming.”
Wyoming’s legislature officially declared rodeo as the state sport in 2003. Earlier this year, the PRCA voted to move its headquarters, hall of fame, and museum to Cheyenne, Wyoming in 2029. This move among the new partnership with UW athletics solidifies the PRCA as a big part of Wyoming, both culturally and economically. Specific numbers fluctuate year to year, but the PRCA typically sanctions 10-15 events in Wyoming per year. Rodeos such as Cheyenne Frontier Days and Laramie Jubilee Days are favorites for residents, staff and students of the University. These rodeos bring heaps of people to Wyoming during the summer months.
The most important piece of deals such as this one between UW and the PRCA is that the revenue from it is now allowed to be shared with student athletes directly. NCAA member schools can share up to roughly $21 million with student athletes. As a mid-major school, the number here is much smaller, but partnerships still create a significant chunk at funding NIL to recruit and retain players. This new sponsorship will be one fans can enjoy seeing on the field, and help with funds for the team. The Cowboys return to their home field Sept. 26 against the Hawaii Rainbow Warriors at 1 pm.
