RodeoHouston? and Cinch Announce Championship Rodeo Alliance

Rodeo contestants at select rodeos will have the chance to pick up more money with the launch of a new marketing and sponsorship alliance.

May 4, 2011 — Rodeo contestants at select rodeos across North America will have the chance to pick up more money annually, with the launch of a new marketing and sponsorship alliance formed by RodeoHouston and Cinch.


The Cinch RodeoHouston Championship Alliance (Cinch RCA) will develop sponsorship and marketing opportunities for the Cinch RodeoHouston Super Shootout at Reliant Stadium, March 18, 2012, as well as providing promotional opportunities and additional money to the event winners of participating North American rodeos.
The alliance will invite top tier rodeos to participate in the program which will provide their rodeo event winners with additional prize money and qualify them to participate in the Cinch Super Shootout at RodeoHouston, the world’s richest one day rodeo. The Alliance also will work with the selected rodeo committees to coordinate the promotion of the Super Shootout and the Super Shootout sponsors.


“The Houston Livestock Show and Rodeo? and Cinch partnership was a great collaboration for the debut of the Super Shootout in 2011,” said Leroy Shafer, Houston Livestock Show and Rodeo chief operating officer. “And, we are looking forward to expanding this relationship as we promote this event at the participating rodeos across North America.”

“We were thrilled to be the title sponsor of the first Super Shootout at RodeoHouston and we are even more excited to expand promotion and implement the concept at other rodeos,” said Keith Mundee, president of Cinch. “This offers more winnings to the rodeo contestants and brings more excitement to the sport.”

The Cinch brand was launched in 1996 as a premium quality jean and shirt brand for the Western consumer. Soon after introduction, some of the best rodeo, bull riding and equitation athletes in the world began to wear and love the brand for its quality fit and look. Today, the Cinch brand is known as one of the best-fitting premium Western jean and shirt lines available.

Cinch brand jeans and shirts are produced by Miller International, Inc. of Denver, Colo. Founded by Phillip Miller, Miller International, Inc. has provided high quality apparel to the Western wear industry since 1918.

The Houston Livestock Show and Rodeo is a Section 501(c)(3) charity that benefits youth, supports education, and facilitates better agricultural practices through exhibitions and presentation. Since its beginning in 1932, the Show has committed more than $265 million to the youth of Texas. The 2012 Houston Livestock Show and Rodeo runs Feb. 28 through March 18. For more information, visit

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