Cal Poly Rodeo athletes land Boot Barn sponsorship deal
Students in the course created a marketing plan that included social media content and in-person promotional events
– Three Cal Poly rodeo athletes have partnered with Boot Barn through a marketing collaboration facilitated by a student-run course known as the Athlete Lab.
The partnership marks the first time the Athlete Lab, a Cal Poly business course that functions as a marketing agency for student athletes, has worked with rodeo students. The program was launched in the fall by lecturer Randy Rovegno.
The athletes involved in the name, image, and likeness (NIL) deal include Haleigh Grant, National Intercollegiate Rodeo Association Women’s Rookie of the Year; Quintin McWhorter, a professional saddle bronc rider; and Daniel Miranda, a tie-down roper ranked in the top 10 nationally.
Cal Poly’s rodeo program is currently ranked first in the West Coast region and 20th nationally as of April 8. Its annual Poly Royal Rodeo is the largest college rodeo west of the Mississippi River. All four nights of the event sold out in 30 seconds this year.
The Athlete Lab was founded following an NCAA rule change allowing student athletes to profit from their name, image and likeness. The course, BUS 454, enables marketing students to build promotional campaigns and connect athletes with companies. Rovegno said, “Everything we do, 100% of all revenue or trade or compensation from the brands goes to the player.”
Students in the course created a marketing plan that included social media content and in-person promotional events. On March 13, the group hosted an event on Dexter Lawn featuring Miranda’s horse, Hersey. Miranda and McWhorter appeared at the event, which included distribution of Boot Barn coupons and flyers promoting a contest to win rodeo tickets. To enter, attendees were required to follow the athletes and the Athlete Lab on social media.
Student marketers developed videos for Miranda’s social media, including “A Day in My Life” and “Mic’d Up With Miranda,” as well as a short video in which McWhorter discusses how he became interested in rodeo. The content was produced in partnership with Boot Barn.
Josephine Kelly, a senior in experience industry management, acted as account executive for the project, serving as a liaison between Boot Barn 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.”
Cal Poly’s rodeo team is primarily funded by donations, sponsorships, fundraising and ticket sales. The Athlete Lab aims to help athletes secure brand deals to support their athletic careers.
“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.
Kelly added, “You really get to experience what it would be like working in an actual agency in the world, with real clients, with real athletes. And so, you really feel like the work you’re doing is having an impact, which I think is so special.”
