Today, the Houston Livestock Show and Rodeo announced a multi-year sponsorship agreement renewal of Rodeo Heritage Partner Ford. The Heritage Partner sponsorship agreement begins in 2024 and runs through 2028. 

“Ford has been one of the Rodeo’s most valued sponsors for more than 20 years, which is a testament to both the longevity and shared enjoyment of our partnership together,” said Chris Boleman, Rodeo president and CEO. “Their steadfast support contributes significantly to our mission, enhancing our event with a brand presence that adds immense value to the experience for our 2.4 million guests each year.” 

As part of the Heritage Partner agreement, Ford is the exclusive truck, SUV and CUV of the Houston Livestock Show and Rodeo. Annually, Ford will be the official sponsor of the RODEOHOUSTON® Chuck Wagon Races, which take place inside NRG Stadium during the event, and Rodeo Express, the shuttles servicing park and ride lots during the event. 

Ford is committed to enhancing Rodeo guests’ experience through multiple activations on Rodeo grounds where guests can interact with Ford vehicles up close. Activations will be inside NRG Center and outside at the Junction. As the official truck, SUV and CUV of the Rodeo, Ford vehicles are also used to drive the RODEOHOUSTON entertainers to the star stage each night. 

“The Houston Livestock Show and Rodeo aligns well with our marketing objectives and core values. Ford and the Houston Area Ford Dealers are proud to continue our long-standing partnership as a Heritage Partner,” states Mitchell Dale, Houston Ford Dealers Chairman. 

Ford’s partnership with the Rodeo began in 2000 when they joined as a Founding Partner and Heritage Partner. The Rodeo’s Heritage Partner is the highest level of sponsorship support, and Ford is among five Heritage Partners at the Rodeo. 

 About the Houston Livestock Show and Rodeo 

The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage, and provides year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $600 million to the youth of Texas and education. The 2024 Rodeo is scheduled for Feb. 27 – March 17. The 2024 World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 22 – 24. For more information, visit and follow @RODEOHOUSTON online via Facebook, X (Twitter), Instagram and YouTube for all the latest news.