Dust Off Your Boots and Saddle into Cowboycore at Rodeo Houston

January 14th, 2025

Whether it’s high-fashion brands incorporating the cowboy motif, the rise in Western TV series like Landman and Yellowstone, or Houston’s own Beyoncé releasing Cowboy Carter, the appeal of Western aesthetics has become a compelling narrative in marketing. And the city of Houston is no stranger to Cowboycore. Now is the time to lean into rustic imagery as Rodeo Houston just released its star-studded concert lineup..

Wrangle in decades of tradition.

Scheduled for March 4 through 23 (with the World’s Championship Bar-B-Que Contest serving as appetizer starting February 27), Houston’s Livestock Show and Rodeo™ is a celebration of Western heritage that dates back to 1932 and is now one of the biggest events in Texas. The month-long affair attracts over 2.5 million attendees annually, including Houstonians and visitors from across the country (SOURCE: Houston Rodeo).

The Rodeo isn’t just for the agricultural crowd; the impact will be felt throughout Houston as the city prepares to welcome the tremendous influx of tourists and increased media coverage surrounding the massive event. In fact, the 2024 Rodeo generated $597 million in total economic activity across Greater Houston (SOURCE: Houston Rodeo).

Align with this iconic occasion by going PRIME for a Time and running ads on our out of home media likeliest to impact attendees. The Rodeo draws in families, young professionals, corporate groups, and music fans, allowing advertisers to reach a variety of audiences.

Rodeo Houston’s highly anticipated 2025 concert lineup.

Not only is Rodeo Houston the world’s wealthiest regular-season professional rodeo, but the festivities also feature nightly concerts that rival any music festival. Performances span all genres, from country to rock to hip-hop and Latin stars. The 2025 concert lineup includes headline acts such as Reba McEntire, Post Malone, Journey, and Luke Bryan. Additional major attractions include the Carnival, one of the largest in the U.S.; the three-Day BBQ Cook-Off that kicks off the Rodeo; and more than 250 acres of shopping and exhibit space at NRG Park.

Rope up prime coverage in Houston.

Envision your brand being a part of the fourth-largest city’s premier event. Step into the spirit of the Rodeo Houston with OUTFRONT’s premium platforms throughout Houston.

NRG Stadium is the heart of Rodeo Houston. Located on the south side of Houston, NRG is where the BBQ Championship Cookoff, Rodeo Houston, and Carnival will take place. OUTFRONT’s static bulletin coverage and mobile geofencing will be vital in reaching the commuters who rely on main freeways to come and go throughout the month.

Downtown is home to Rodeo Houston’s Parade, Rodeo Run, and Trail Rides leading up to the event’s kickoff. It’s also one of Houston’s hotel hubs and a dining and nightlife destination. In Downtown, brands can spread their message on OUTFRONT kiosks, walls, and static bulletins.


If you’re looking to amplify your brand’s presence near trendy hotel, restaurant, and nightlife venues, The Galleria, City Centre, and aforementioned Downtown are where to be. There, you can take advantage of OUTFRONT’s walls, full-motion digital kiosk networks, and high-impact freeway bulletins.

Advertisers can even extend reach beyond Houstonians by targeting our airports and visitors traveling through them to see their favorite artist. Houston has two major airports, Hobby (HOU) and Bush Intercontinental (IAH), the latter of which sees more than 59 million passengers yearly (SOURCE: Houston Airport System). Reining in this audience leans heavily on freeway static bulletins and mobile geofencing.

Be a trailblazer across the Houston market with culturally relevant messaging. Focus on crowds at the heart of Rodeo Houston and extend to key locations and lifestyle hotspots. By partnering with us, we will ensure front-and-center placement where it matters most.

Are you ready to cowboy up? Contact us today.

Author: Lauren Graff, Marketing Specialist @ OUTFRONT

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