The Rebooting Show Monetizing cowboys
Aug 31, 2025
In this engaging discussion, Deirdre Lester, CEO of Teton Ridge and former CRO at Barstool, delves into the evolving world of Western sports. She outlines Teton Ridge's ambitious plans to modernize rodeo and enhance the Cowboy Channel. Deirdre reveals how they are creating content through innovative partnerships and tapping into diverse revenue streams like sponsorships and SVOD. With a focus on authenticity and cultural impact, she believes Western sports are transforming from niche interests into a significant movement.
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Lifestyle And Sport Are One Product
- Western sports combine lifestyle and sport in a way few categories do, enabling cross-play between media and lifestyle content.
- Teton Ridge bets on audience loyalty, heritage, and modern production to bring rodeo into mainstream attention.
Quality Production Unlocks Existing Audiences
- Many top rodeos attract huge, multi-generational live audiences but have lacked premium media production.
- Teton Ridge focuses on up-leveling production (graphics, replays, commentary) to make rodeo TV-ready.
American Rodeo As Scalable IP
- The American Rodeo became a marquee event offering the biggest prize money in rodeo and airs on Fox.
- Teton Ridge expanded the American from a single weekend into a series and uses it as a tentpole sports IP.
