Grit Rock Ventures had the vision to develop traditional rodeo into the next major TV sport in North America. To do so, Grit Rock purchased World’s Toughest Bulls and Broncs Rodeo, and secured the license rights to the ProRodeo Tour from the Professional Rodeo Cowboy Association (PRCA), which sanctions over 650 rodeos annually across North America.

Our role was to lead the Grit Rock executive team, the leaders of the PRCA, and Fox Sports in creating the Brand Architecture and Brand Strategies for each of Grit Rock’s current brands. We also helped create two new brands, Toughest Cowboy, and World’s Toughest Rodeo, which will make Grit Rock events more compelling both live and on TV.

To ensure Grit Rock’s long-term success as TV entertainment, a critical part of our role was understanding the role and relationship each of these brands had with consumers and with each other. This work culminated with a compelling, believable and distinct Brand Promise for each Grit Rock brand.

Engaged with:

• Jac Sperling, Chairman and CEO
• Steve Rempelos, Executive Vice President
• Tommy Joe Lucia, Vice President of Events