A modern rebrand was announced on rodeo’s biggest stage, and it has drawn mixed reactions from fans.
The Cowboy Channel chose rodeo’s biggest stage to introduce its newest look.
During the Wrangler National Finals Rodeo, the Cowboy Channel network revealed a redesigned logo as part of a broader brand refresh, accompanied by the message: “Same heart. Bolder look.” The update was positioned as a step toward the future, one that honors Cowboy Channel’s roots while signaling continued growth for rodeo and Western sports.
The reaction from fans though was immediate, and very mixed.
New Logo - Cowboy ChannelFor many longtime viewers, the previous logo carried a distinctly Western identity. The belt buckle inspired design, horseshoes forming the letter Cs, and star accents were widely viewed as symbols that felt authentically tied to cowboy culture. Some fans expressed concern that the new logo, while clean and modern, lacks the visual cues that instantly connect it to rodeo and Western lifestyle.
Others, however, see the change as a natural evolution for a network that has expanded far beyond its early impact.
Old Logo - Cowboy Channel
The Cowboy Channel is a 24/7 television network and streaming platform available in more than 40 million cable and satellite homes, as well as through its Cowboy Channel+ app. As the official network of Professional Rodeo Cowboys Association, it provides live and recorded coverage of ProRodeo, along with events such as The American Rodeo, and a wide range of lifestyle programming focused on Western music, fashion, ranching, and cowboy culture.
Cowboy Channel is owned by Teton Ridge, a Western sports and entertainment company that has invested heavily in modernizing rodeo and expanding its mainstream reach. Some like the changes some don't. However, with anything new there is to be controversy expected. The Cowboy Channel and Teton Ridge have audiences greater than your typical rodeo family and rodeo fan in mind. However, for that main audience, these changes don't make a lot of sense.
Under Teton Ridge’s ownership, the network has increased live event coverage, strengthened digital streaming through Cowboy Channel+, and emphasized broadcast production standards designed to position rodeo alongside other major professional sports.
Headquartered in the Fort Worth Stockyards, the network has played a major role in elevating rodeo’s visibility, presenting the sport with broadcast standards comparable to other professional athletic leagues.
Athletes are featured with consistent coverage, storytelling, and live event exposure that did not previously exist at this scale. It really is a huge deal for the sport.
From a branding standpoint, the new logo aligns with a more digital first approach that is designed to translate seamlessly across streaming platforms, mobile devices, and their national broadcasts. That shift reflects how audiences now consume content, particularly the younger viewers that may be watching rodeo for the first time.
Still, the debate highlights a larger conversation within the sport. How do you modernize while preserving tradition. Rodeo remains deeply rooted in heritage and traditions, and visual identity carries meaning beyond aesthetics.
Whether embraced or criticized, the rebrand has growth in mind. Cowboy Channel’s has a huge position not only as a broadcaster for the sport, but as a driving force shaping rodeo’s present and it's future.
The new logo is to officially launch in 2026.