SMS Equipment and CPRA Extend Agreement S MS Equipment and the Canadian Professional Rodeo Association (CPRA) are proud to an - nounce a three-year extension of their partner - out over $2.7 million, which is anticipated to grow as the season progresses into 2024. Throughout the Tour, contestants chase a berth at the SMS Equipment Tour Finale in Armstrong, BC with all Tour earnings also setting contestants up to qualify for the Canadian Finals and National Finals Rodeos.
ship that sees SMS Equipment as the title sponsor of the Rodeo Canada Pro Tour. With the agreement in place, the association’s signature event will continue as the SMS Equipment Pro Rodeo Tour through 2026. “We’re delighted to have SMS Equipment ‘back in the arena’ in support of Canada’s rodeo athletes,” says Denny Phipps, CPRA General Manager. “Our shared vision and values make for an outstanding partner - ship. Hard work, integrity, respect, and the drive for excellence are all qualities exuded by our rodeo communities and the Western way of life. The same is demonstrated in SMS Equipment’s work and in our collaboration to-date.” The two organizations first partnered in 2022, when SMS Equipment joined as the title sponsor of the Rodeo Canada Pro Tour. The partnership will continue after a successful second year, during which the tour expanded significantly. “Our ongoing support of CPRA extends beyond mere sponsorship,” says Darren Wood, EVP, Construction – West Region at SMS Equipment. “It symbolizes a deep-rooted connection to the communities we serve and the traditions we honour. Much like the dedication and resilience demonstrated by CPRA cowboys and cowgirls, SMS Equipment’s commitment to excellence drives us forward.” Ongoing collaboration, according to both or - ganizations, is a “natural fit.” “Together, we nurture an environment where performance, respect and collaboration thrive,” adds Wood. “We’re excited to see these values in action as we cheer on this year’s contestants from the stands in commu - nities across Western Canada.” The SMS Equipment Pro Rodeo Tour consists of the largest professional rodeos in Canada, spanning the four western provinces. In 2023 alone, these 16 tour events collectively paid
Success at the tour events can change the trajectory of a contestant’s year. “These tour rodeos are a key component in setting yourself up for a successful season,” says Clint Laye, reigning Canadian champion and back-to-back winner of the SMS Equipment Pro Rodeo Tour. “There is a lot of money up for grabs, and being successful at the tour events allows a guy to position himself where he needs to be to reach the goals for the year.” Follow the 2024 SMS Equipment Pro Rodeo Tour live on the Cowboy Channel+ app.
Canadian Rodeo News – May, 2024 – 6
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