The Professional Rodeo Cowboys Association is “investing in international media buys in Australia, Brazil and China in hopes of exporting the rodeo brand to grow the sport and bringing more value to its cowboy-theme product,” according to Alan Snel of the LAS VEGAS REVIEW-JOURNAL. The media buys are “modest in cost -- less than $100,000.” But PRCA Marketing Dir Sara Muirheid said that the buys “indicate that the 7,020-member PRCA is willing to try to reach more fans outside of the United States in hopes of expanding the brand awareness.” Muirheid said that the int'l media buys “will be on TV and radio and in newspapers” during Q2 ‘13. The rodeo association's “global move comes at a time when the PRCA is crafting a new business strategy to showcase the sport's superstars and highlight the personalities” of its athletes. PRCA Commissioner Karl Stressman said, “We need consistency to sell the faces so we need to create superstars.” Stressman said that “taking the pro rodeo's brand international is a sound business decision because the image of the American cowboy has universal appeal.” Snel notes sponsors and competitors “supported the pro rodeo association trying to sell the sport in Australia, Brazil and China” (LAS VEGAS REVIEW-JOURNAL, 12/13).
