The Cowboy Channel To Sponsor 2021 Cowboy Christmas


Las Vegas Events and Rural Media Group announced that The Cowboy Channel will become the title sponsor of Cowboy Christmas, the official gift show of the Wrangler National Finals Rodeo. The Cowboy Channel Cowboy Christmas is scheduled for Dec. 2-11, 2021 at the Las Vegas Convention Center.

As the official network of ProRodeo and the exclusive broadcast and streaming partner of the Wrangler NFR, The Cowboy Channel has enjoyed tremendous growth since its launch in 2017. With round-the-clock programming dedicated solely to Western sports and lifestyle, The Cowboy Channel has distribution in 42 million homes through its cable and satellite partners and can be found online at and additional streaming service platforms.

The Cowboy Channel Cowboy Christmas will run concurrently with the Wrangler NFR over ten days and features more than 500,000 square feet of show floor and just under 350 exhibitors from across the United States. The area is adjacent to the Rocky Mountain Elk Foundation’s Hunter & Outdoor Christmas Expo and includes the Wrangler Rodeo Arena, NFR Central, the Rodeo Live Stage presented by RMEF and much more.

Average attendance over the past four shows in Las Vegas (2016-19) is just under 250,000 over the ten days.

The three-year agreement, with an option for two more years, brings together two prominent Western lifestyle brands, anchored by a year-round marketing campaign and prominent exposure for The Cowboy Channel at both the Las Vegas Convention Center and the Thomas & Mack Center during the Wrangler NFR. In addition, The Cowboy Channel will broadcast live each day from Cowboy Christmas.

“The Cowboy Channel Cowboy Christmas brings a new dynamic and even greater value to our exhibitors and fans,” said LVE President Pat Christenson. “Their presence throughout the rodeo season makes The Cowboy Channel a natural partner for Cowboy Christmas. In a few short years, The Cowboy Channel has become the embodiment of the Western lifestyle and an important component in promoting the NFR Experience.”

“We are so proud to now be associated with Cowboy Christmas,” said Patrick Gottsch, Owner and Founder of Rural Media Group. “With our ongoing commitment to ProRodeo and the Wrangler National Finals Rodeo, this partnership is an ideal extension of The Cowboy Channel brand. Our plan is to continue to highlight the best in Western sports and lifestyle throughout the year. This partnership will culminate our 2021 and provide another platform to promote our services, including our streaming platform and mobile app that will bring the Wrangler NFR to our fans in Las Vegas and throughout the country.”

The Cowboy Channel Cowboy Christmas is one of the highlights of the ten-day Western extravaganza that transforms Las Vegas in December. Traditionally, the show has been the focal point for rodeo fans during the day, before heading off to the rodeo or live viewing parties and concerts each evening up and down the Las Vegas Strip and Downtown.

Known as the richest and most prestigious rodeo in the world, the Wrangler NFR attracts the top 15 contestants in bareback riding, steer wrestling, team roping, saddle bronc riding, tie-down roping, barrel racing and bull riding to compete for a share of the $10 million purse and the coveted PRCA Gold Buckle. In 2019, the event had a total attendance of 168,289 over the 10 days of competition at the Thomas & Mack Center and has sold out more than 330 consecutive performances in Las Vegas. 

For more information on the Wrangler NFR and Cowboy Christmas, please visit or through social media at /LasVegasNFR and use #WranglerNFR.

Press release courtesy of the Professional Rodeo Cowboys Association (PRCA).

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