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Black Cowboys Take Center Stage: 8 Seconds Rodeo Expands for Its Biggest Year Yet!

1. 8 Seconds Rodeo expands to Portland and Philadelphia, celebrating Black culture. 2. Events include Bull Riding and Barrel Racing, with $60,000 prize money. 3. Crown Royal sponsors the event, linking it to the rodeo culture. 4. The rodeo promotes Black cowboy heritage and excellence on a national stage. 5. Diageo (owner of Crown Royal) is positioned for increased brand visibility.

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Why Bullish?

Crown Royal’s sponsorship of the rodeo aligns with Diageo's marketing strategies. Historical events show increased brand visibility can boost sales.

How important is it?

Crown Royal's association with cultural events diversifies marketing and strengthens brand affinity.

Why Short Term?

The rodeo events are upcoming, likely producing immediate brand engagement and sales spikes.

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PORTLAND, Ore., March 7, 2025 /PRNewswire/ -- The 8 Seconds Rodeo returns for its third and most electrifying year, expanding to two major cities and celebrating today's Black cowboys on a national stage. On June 15th in Portland, OR (Veterans Memorial Coliseum), and October 11th in Philadelphia, PA (Liacouras Center), this groundbreaking rodeo will bring together 8,000 fans per event for a night of high-stakes competition, Black culture, and world-class entertainment. This year's rodeo will feature an intense lineup of events, including Bull Riding, Bareback Bronco Riding, Barrel Racing, and Mutton Bustin', with top Black rodeo athletes from around the country competing for $60,000 in prize money. Hosted by comedienne X Mayo, the 8 Seconds Juneteenth Rodeo delivers more than just action—it's a powerful, physically and spiritually moving experience that showcases the grit, talent, and heritage of Black rodeo athletes. "This rodeo is about celebrating Black excellence in the Western world and providing a platform for future generations of Black rodeo athletes to thrive," says Ivan McClellan, founder of the 8 Seconds Juneteenth Rodeo. "With this expansion, we're bringing the culture and excitement to new audiences, proving that Black cowboys belong on the national stage." Highlights of the 2025 8 Seconds Juneteenth Rodeo: Athletes to Watch: 2025 8 Seconds Rodeo Partnerships: Tickets & More Information: Follow @eightsecs on Instagram and sign up for early access to tickets for Portland (June 15th) and Philadelphia (October 11th) at 8secondsrodeo.com About 8 Seconds Juneteenth Rodeo:Founded by photojournalist Ivan McClellan, the 8 Seconds Juneteenth Rodeo celebrates Black Cowboy culture and supports cowboys and cowgirls nationwide. More than just a rodeo, it's a cultural movement that fuses Western heritage with Black excellence, music, fashion, and art—delivering a high-energy event that continues to grow in size and impact. About Crown RoyalCrown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by the King and Queen of Great Britain in 1939, Crown Royal's smooth and elegant flavor was an exceptionally generous gift fit for royalty. Its gift-worthy presentation reflects its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly. About Diageo North America:Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA. About Tecovas:Tecovas is an Austin, Texas-based retail brand focused on designing the world's best western footwear, apparel, and accessories and selling them directly to customers for a fair price. Founded in 2015, the brand has grown rapidly over the last few years in its mission to build the most beloved heritage western brand in the world. Visit tecovas.com or any one of Tecovas' 42 U.S. retail stores to see more. For press inquiries, sponsorship opportunities, or interviews, please contact Sara Rosen, Miss Rosen Public Relations, [email protected] SOURCE Eight Seconds Events LLC

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