Shelby Rasmussen: Changing the Game for College Rodeo
Shelby Rasmussen is making waves in the college rodeo world through her work with Learfield College Rodeo. Photo courtesy of Shelby Rasmussen.
In the ever-evolving world of collegiate sports, few areas remain as true to their roots as college rodeo. Yet, there’s a steady movement to bring college rodeo to the next level, while still honoring the steadfast commitment to tradition.
Raised by rodeo
As Executive Director of Sales and Operations at Learfield College Rodeo, Shelby Rasmussen is not just riding the wave of change; she's leading it, crafting a future for college rodeo that is as vibrant as it is sustainable.
Raised in a family deeply entrenched in the rodeo lifestyle, Shelby’s connection to the sport was forged in the rodeo and PBR arenas that became her second home. As a child, Shelby frequently traveled to Western events with her dad, rodeo personality Flint Rasmussen, learning the intricacies of the industry through a behind the scenes lens. As she grew, Shelby tried her hand at rodeo, eventually competing on the collegiate rodeo team at Montana State University, where she later coached.
"Rodeo is in my blood," Shelby reflects. "It taught me resilience, grit, and the value of community."
The next era of college rodeo
In the latest episode of Beyond the Rodeo, Shelby unpacked her experiences and shared the significant strides she’s making at Learfield to continue elevating the sport. Learfield’s initiatives, under Shelby's strategic guidance, are taking college rodeo to the next level, one school at a time. By expertly managing sponsorship sales, Learfield has liberated coaches and athletes, allowing them to focus on what they do best: competing and excelling in and out of the arena.
"College rodeo is about pure competition and passion," she explains. "Without the typical constraints, athletes can truly focus on their performance and growth."
Shelby speaks with a group of college rodeo athletes at Texas A&M University. Photo courtesy of Shelby Rasmussen.
Shelby’s efforts are transforming college rodeo into a more accessible and engaging sport for fans, creating new opportunities for fan interaction and enhancing the VIP experience at events.
However, this transformation is not without its challenges. Rodeo athletes face unique hurdles, from logistical challenges to limited resources. Shelby highlights the importance of collaboration among coaches and the need for robust support systems for student-athletes. Through Western Sports Foundation’s collegiate resources, Learfield efforts, and the support of partnerships, there’s a concerted effort to equip young rodeo athletes with the tools they need for success.
"Our goal is to provide a holistic support system," Shelby emphasizes. "We want these athletes to succeed not just in rodeo, but in life."
Creating a Legacy
Shelby’s dedication to fostering a vibrant and sustainable future for rodeo is palpable. Her work is not just about preserving the rich culture and values that define Western sports but also about empowering the next generation of rodeo athletes. By emphasizing professional development, offering mentorship, and creating more opportunities for student-athletes, Shelby is ensuring that college rodeo not only survives but thrives in the modern era.
"It's about creating a legacy," she explains. "A legacy where the spirit of rodeo is alive and thriving for future generations."
From the behind-the-scenes efforts that fuel the sport to the innovative partnerships that are shaping its future, Shelby’s vision for the future of college rodeo is a testament to the enduring spirit of the sport.
To hear more about Shelby’s journey and her exciting work with Learfield College Rodeo, tune in to Episode 32 of Beyond the Rodeo.
