Cowboy+ announced today that they have received a historic Emmy nomination for their AI-driven coverage of the 2025 National Finals Rodeo, marking a major milestone for the sport.
Today there was a big annoucement. For the first time ever, rodeo just stepped onto one of the biggest stages in sports media.
The team behind Cowboy+ (The Cowboy Channel) has earned a Sports Emmy nomination for its coverage of the 2025 Wrangler National Finals Rodeo. This marks the first time a rodeo broadcast has been recognized at that level.
The nomination comes in the George Wensel Technical Achievement Award category for “AIQ: Where Data Meets Dirt,” a project that introduced advanced, real-time data and analysis into the rodeo broadcasts.
It’s a significant moment for Western Sports. For years, rodeo coverage has continued to evolve, but this recognition places it alongside the biggest leagues and productions in sports, where innovation, storytelling, and technology all come together.
That is exactly what this project aimed to do. Through the use of data and analytics, the broadcast gave fans a deeper look into what’s happening in the arena—breaking down rides and runs in real time and adding a new layer of understanding to the competition. Instant replay technology and quarter scoring in the rough stock events were some the biggest changes and evolutions seen.
It’s something rodeo hasn’t seen at this level before. Behind the scenes, the project was a collaborative effort involving Cowboy+, Teton Ridge, TWG AI, and Palantir who all have worked to push the sport forward in a new way.
For several years now Cowboy Plus, previously known as The Cowboy Channel, has been working hard to bring rodeo to the screen in a similar way that we watch other professional sports. Live rodeo has also improved immensely with huge events, impressive marketing, and the crowds to prove it.
Now, all of that work is being recognized. More than anything, this moment represents progress, not just for one broadcast, but for rodeo as a whole. These cowboys and cowgirls deserve a national stage and recognized as the athletes they are. All of this is a huge step in the right direction.
Being nominated for a Sports Emmy doesn’t just highlight innovation, it shows that the sport is continuing to grow, evolve, and find its place alongside the biggest names in sports media.
For the first time ever, rodeo is part of that conversation.