At a time when horse sport and welfare are under increasing scrutiny, one sector of the industry seems to have gotten it right: Rodeo. During the 2024 American Association of Equine Practitioners (AAEP) annual convention, Doug Corey, DVM, explained how rodeo has earned its social license to operate (SLO) when other horse sports are struggling to gain public acceptance. Corey is a past president of the AAEP, Professional Rodeo Cowboys Association (PRCA) Animal Welfare Committee member, and author of the PRCA’s “Guide to Veterinary Services at PRCA Rodeos.”
“I’ve been with the rodeo industry for 44 years, and it’s been an interesting ride,” he began. “We’ve changed what we’ve needed to, but it hasn’t always been easy. The rodeo industry and the people that are involved are often set in their own ways.”
As of 2024, rodeo’s popularity has reached an all-time high, accumulating 43 million fans and ranking seventh among major sporting events. Sold-out rodeo performances are the norm, and membership, payouts, and retail sales continue to grow.
“Why? Because it’s a family-friendly activity. It promotes hard work, determination, and respect for livestock,” said Corey. “For me, it’s not just about the horse—it’s about lifestyle.
“The popularity of the sport of rodeo is the ultimate social license to operate, in my opinion,” he noted. “Our sponsorship has continued to grow. Youth and women’s rodeo events have grown exponentially. The Cowboy Channel, Cowgirl Channel, and associated livestream apps have done nothing but improve our exposure.”
Corey then described seven factors he believes have helped rodeo earn its social license to operate.
Animal Welfare Program
The PRCA’s social license to operate has been earned through years of addressing livestock welfare. In fact, the organization has been formulating rules to protect livestock since 1948, with a full-time staff member to oversee livestock welfare since 1982. Surveys of on-site veterinarians show injury rates to rodeo animals to be extremely low, said Corey, and safety ratings are at 99.9%—meaning fewer than 1% of livestock exposures result in any form of injury.
Education
The PRCA and rodeo industry have worked hard to educate people—both internally and externally—about the care and handling of livestock. They’ve created educational programs and livestock guidelines for competitors, youth, fans, stock contractors, elected officials, the board of directors, sponsors, and the general public.
“A strong education program with solid information will strengthen our SLO,” said Corey. “Education, however, is not enough. We have to gain the trust of all stakeholders by continually updating our own guidelines and making changes where change is needed.”
Advocacy
The PRCA’s advocacy involves continually reaching out to elected officials and being proactive. These efforts are backed by on-site veterinarians, comprehensive livestock welfare rules, and an enforcement program.
“We’re not afraid to invite elected officials behind the scenes on tours at rodeos to educate them, correct any misinformation they have been given,” said Corey. “We have nothing to hide. We have to maintain a positive SLO. It is very important for rodeo’s reputation and ability to continue to operate without significant resistance. We have to maintain that public support.”
Grassroots Support
Rodeo is very rooted in American culture, with a huge pool of participants that’s only getting bigger. Corey cited the recent growth and advancement of team roping, breakaway roping, barrel racing, and women’s rodeo events across the country, for example.
“Grassroots support can greatly help in gaining the social license to operate,” he said. “When people know someone who participates, it’s much easier for them to ask questions and actually humanize the activity.”
He added that some of rodeo’s best and most valuable spokespeople are youth rodeo participants.
Tradition
Rodeo is steeped in the Western cowboy culture and agricultural traditions. Corey explained that the tradition and history of rodeo create emotional attachments to the sport. Those who support these traditions will share their love for the activity, which is a strong factor in SLO.
He gave examples of circuses and marine parks as animal industries that have suffered the profound consequences of not having culture or tradition to help earn and maintain public trust.
“We have to continue to tell our rodeo story,” Corey said.
Community
The sport of rodeo is largely made up of local rodeos, which are community events organized by volunteers. These events donate tremendous money to scholarships and community causes. “This builds a strong following from the community and especially from the nonprofits supported by these,” said Corey.
Television and Social Media
The broadcasting of rodeo events has shown explosive growth since the launch of the Cowboy Channel in 2020. “Increased television coverage allows for more public to see the events and keeps rodeo fans more closely connected to the fans themselves, to contestants, to the stock contractors, to the livestock, and to the sport overall,” said Corey. “This has all been invaluable in building on rodeo’s SLO.”
Future Directions
Professional rodeo—and all animal sports—must continually earn the social license to operate. “Social license to operate can change—it’s not static, in my opinion, and it must be based on public perception, transparency, and accountability,” said Corey. “Denial is probably a key contributor to the loss of an SLO.
“There’s no one way to earn [SLO], but there’s no doubt that animal welfare issues are at the top of all our lists,” he continued. “Truthful information is very important for the ongoing acceptance of all of our events. The general public is looking for strong rules and enforcement procedures, healthy animals, and honest communication regarding animal issues.”
Related Reading
- The AQHA’s Approach Toward Social License to Operate
- The Business of Practice: Catching Up With 2025 AAEP President Dr. Tracy Turner
- Business Briefs: Horse Industry Statistics Veterinarians Should Know
Stay in the know! Sign up for EquiManagement’s FREE weekly newsletters to get the latest equine research, disease alerts, and vet practice updates delivered straight to your inbox.
