Tough Draw Tuesday: American Hat Company Continues Its Support of Tough Draw

Through consistency, shared values, and a genuine investment in the people behind the sport, those relationships tend to grow naturally, and carry meaning far beyond a logo placement or sponsorship line.

That’s the case with American Hat Company and Tough Draw.

Over the last several years, American Hat Company has continued supporting multiple areas of the Tough Draw platform, from Tough Draw Sports athletes to special events and now the continued growth of the Tough Draw Tour.

Most recently, American Hat Company joined the Tough Draw Tour as the Official National Anthem & Prayer Sponsor and will award championship hats to winners across every Tour stop throughout the season.

For Tough Draw, the partnership reflects alignment with one of the most respected and recognizable brands in Western culture.

Founded in 1915, American Hat Company has built its reputation through craftsmanship, quality, and a longstanding commitment to the Western way of life.

For generations, the brand has remained closely connected to rodeo, ranching, and the people who live within the culture every day. That consistency has made American Hat Company one of the most trusted names in the industry.

For Tough Draw founder Brad Hughes, that connection matters.

“American Hat Company has represented this industry the right way for a long time,” Hughes shared. “There’s history behind the brand, but there’s also a real connection to the people and the culture that continue to move the sport forward. That’s something we’ve always respected.”

That support has continued to show up across multiple parts of the Tough Draw platform.

American Hat Company currently supports several Tough Draw Sports athletes, including Trey Holston, Chase Dougherty, Jacob Carige, Scott Wells, Colee Cox, and Jeff Askey.

Their involvement has also extended beyond athlete sponsorships.

In 2023, American Hat Company sponsored the Lane Frost documentary screening at Cowtown Coliseum in the Fort Worth Stockyards—an event that carried special meaning for Tough Draw because of both the story being honored and the setting itself. Hosting the screening at one of rodeo’s most historic venues, just minutes from the Tough Draw office, made the night feel deeply connected to the culture and community that helped shape the brand.

Now, that relationship continues to grow through the Tough Draw Tour.

As Tough Draw continues expanding across athlete representation, storytelling, and live events, partnerships like this help shape the direction of the platform.

For the Tough Draw Tour, American Hat Company’s involvement feels like a natural fit.

As the Official National Anthem and Prayer Sponsor, the brand will help support traditions that remain deeply tied to the identity of rodeo while also recognizing champions throughout the season with American Hat Company hats.

“Being part of the Tough Draw Tour as the National Anthem and Prayer sponsor means more than just having our name attached. It’s about setting the tone for what this event stands for,” explained Skylar Smith, PR & Digital Media Manager for American Hat Company. “The team at Tough Draw is building something special, and they are doing it the right way. Leaning on the athletes, listening to their input, and making sure it’s an experience that reflects them and the community around it. When you start with faith, respect, and the people who respect the western way of life, you create something that lasts.”

For Tough Draw, those details matter.

The partnership reflects a shared respect for the foundations of the sport while continuing to invest in where rodeo is headed next.

For athletes on the Tough Draw Sports roster, support from American Hat Company carries significance because of what the brand represents within rodeo culture.

The connection goes beyond sponsorship support. It’s about being backed by a company that understands the lifestyle, the demands of the road, and the commitment it takes to compete at a high level.

“Cowboy hats are part of the identity of Texas and the western way of life, and that culture has always been deeply tied to America itself,” explained Tough Draw Sports athlete Trey Holston. “American Hat Company has been one of the staple brands within that culture for generations. Being supported by a company with that kind of legacy carries a lot of meaning.”

That support has remained consistent across multiple generations of rodeo athletes and continues to show up in meaningful ways throughout the sport.

As Tough Draw continues to grow, the focus remains the same: build alongside people and brands that represent the sport the right way.

American Hat Company has been part of that foundation for years, and the partnership continues to evolve alongside everything being built across Tough Draw Sports and the Tough Draw Tour.

For Tough Draw, relationships like this represent the future of rodeo.

Built through trust, consistency, and a shared belief in the Western way of life.

Tough Draw is a Western storytelling and athlete advocacy platform operating across live events, sports representation, media, and production. Founded in 2014, the brand was built on a commitment to honor Western culture while elevating the athletes who define it. Today, Tough Draw operates through multiple verticals, including Tough Draw Tour, a premium bull riding–only league; Tough Draw Sports, an athlete representation agency; Tough Draw Talks, a Western-focused podcast; and Tough Draw Film, a production company rooted in documentary storytelling. Guided by athlete-first values and long-term relationship building, Tough Draw blends sports professionalism with authentic storytelling to expand opportunity within the Western industry.