Professional Rodeo Cowboys Association Partners with Dyehard to Create New Merchandising Program

The Professional Rodeo Cowboys Association and Dyehard Fan Supply have entered into an agreement to merchandise official PRCA and National Finals Rodeo products beginning this summer 2020.


Dyehard, a retail solutions provider specializing in events, retail and e-commerce, will manage PRCA merchandising programs and experiences at rodeos across the country as well as have a retail presence at their annual NFR event in Las Vegas. Additionally, Dyehard will be the official PRORODEO e-commerce ( and wholesale operator elevating the product assortment available to fans year round.

“PRORODEO fans love to wear their passion for the sport. Dyehard Fan Supply is going to provide incredible merchandise that helps our fans display that passion, and we’re looking forward to that.”

Paul Woody PRCA Vice President of Business Development

Dyehard will be instrumental in providing the newest, on-trend merchandise collections for PRCA while also keeping a pulse on unique hot-market opportunities that may be unique to a certain rodeo and/or region. Dyehard’s commitment to fans will include paying careful attention to the in-market needs and what local, regional and national fans want in terms of merchandise. Dyehard will offer an extensive, quality assortment through a variety of vendors and price points, resulting in a wide selection to meet consumer demands. In addition, creating a new and exclusive private label for PRORODEO that will only be available at their official stores.

“We’re incredibly honored to have been selected as an official merchandising partner for PRORODEO.”

Scott Killian Dyehard CEO

“The Dyehard Fan Supply team is particularly excited about working with the largest and oldest rodeo-sanctioning body in the world, a true American sport, based on the needs and customs of those who settled the great American West. We look forward to rolling out the merchandising program as soon as possible.” 

Teall Capital Partners, a private equity company based in Winston-Salem, N.C., and Atlanta, Ga., created Dyehard Fan Supply in late 2017 after acquiring several companies offering an expansive national network of best-in-class merchandise capabilities. Teall anticipates additional future investments that will contribute to the top-quality retail experience for fans and customers.

Dyehard Fan Supply has handled merchandising programs for many of America’s most notable sporting events and organizations, including Olympic Games, NBA Finals, World Series, Davis Cup tennis, MLB All-Star Games, America's Cup, the U.S. Open, the USTA Jr. Team Tennis & League National Championships, the TCS New York City Marathon, and numerous professional and college football championships and bowls.

“I’ve had first-hand experience working with Dyehard team, and I can assure PRCA rodeo fans that they can look forward to a best-in-class merchandising experience from a company that offers the highest standards of customer service in the industry.”

Ben C. Sutton, Jr. Chairman and managing partner of Teall Capital Partners
and former IMG College chairman and CEO

“Since its formation in late 2017, Dyehard has written a completely new merchandising playbook for athletics programs and at a growing number of major sporting and professional programs.”

“I have no doubt that the talented team at Dyehard will continue its fast-paced, customer-focused path to success across the rodeo tour. I believe we will continue to see great things from Dyehard Fan Supply as it expands its footprint across America.”

About PRCA

The PRCA, headquartered in Colorado Springs, Colo., is recognized as the unsurpassed leader in sanctioning the sport of professional rodeo. The PRCA's mission is to unify membership in providing an innovative fan experience, to grow the sport of professional rodeo and provide new expanded opportunities for our membership and sponsors. Since 1986, the PRCA has paid out more than $1 billion in prize money to its contestants. The PRCA offers the best cowboys and the best rodeos; delivering the best fan experience while positively impacting our communities and embracing the spirit of the West. A membership-based organization, the PRCA sanctioned 732 events in 2019, and there are more than 40 million rodeo fans in the U.S. The PRCA televises the sport's premier events, with the world-renowned Wrangler National Finals Rodeo on The Cowboy Channel and RFD-TV and streaming on the PRCA on Cowboy Channel Plus App. The PRORODEO® Tour and RAM National Circuit Finals Rodeo also air on The Cowboy Channel and RFD-TV, and the PRCA on Cowboy Channel Plus App. PRCA-sanctioned rodeos donate more than $40 million to local and national charities every year. For comprehensive coverage of the cowboy sport, read ProRodeo Sports News, the official publication of the PRCA, and make sure to check out the digital edition of PSN. The digital PSN and daily updates of news and results can be found on the PRCA's official website,

About Teall Capital Partners

Teall Capital Partners is a privately held set of investments in innovative, high-growth-potential lifestyle brands and services. Teall invests in complementary organizations that collaborate to share thought leadership and leverage individual networks to realize greater value. Led by Founder and Chairman Ben C. Sutton, Jr., the Teall Capital management team includes several of the top executives that built and expanded four national market-leading businesses into a nearly billion-dollar enterprise in the college sports space: IMG College Media, IMG Seating, IMG College Licensing, and IMG Ticketing. Teall Capital leadership provides operating companies with access to expertise in corporate strategy, organizational management, culture and training, financial strategy, employee operations, recruiting, and legal diligence. Visit for more information.

About Dyehard Fan Supply

Dyehard Fan Supply is an omni-channel retail solutions provider for some of America’s top sporting events, venues, and brands. We develop omni-channel retail experiences that reinforce your brand and engage your fans. Dyehard leverages best-in-class practices to deliver superior shopping experiences online, at events and inside your brick & mortar stores. We collaborate with each of our partners to develop highly customized programs to match their unique location and marketing requirements. Whether you are a fan of college or pro sports, teams or individual events, Dyehard Fan Supply is on the forefront of customer-focused concepts and innovative solutions designed to grow your retail business. Our retail experts are committed to the highest standards of customer service and reliability in the industry. Visit for more information.