Shelby Rasmussen
Carrollton,TX
Summary
Results-driven sports business professional with leadership expertise in partnerships, business development, media, and event production. Skilled in fostering relationships with western industry sponsors and stakeholders while executing impactful events and content.
Overview
11
11
years of professional experience
Work History
GENERAL MANAGER
LEARFIELD COLLEGE RODEO
07.2026 - Current
- Lead strategy, growth, and day-to-day management of Learfield College Rodeo across a portfolio of 22 collegiate rodeo properties.
- Oversee business development, sponsorship strategy, partner relationships, and activation efforts across local, regional, and national partners.
- Work directly with coaches, athletes, university stakeholders, sponsors, and industry partners to grow programs and create new opportunities across collegiate rodeo.
- Contributed to $2M+ in revenue generated across Learfield College Rodeo properties through partnerships, sponsorship, and business development efforts.
- Helped develop and launch the inaugural Collegiate All-Star Rodeo, creating a new marquee event for the collegiate rodeo landscape.
- Oversee and support event production across Learfield College Rodeo properties, collaborating across sales, operations, marketing, media, and content.
- Host the Learfield College Rodeo Podcast, creating content and engaging with athletes, coaches, and industry leaders.
EXECUTIVE DIRECTOR – SALES & OPERATIONS
LEARFIELD COLLEGE RODEO
06.2023 - 07.2026
- Led sales, operations, partnership activation, and customer relationships to enhance engagement across Learfield College Rodeo properties.
- Managed event production and execution, coordinating internal teams and external stakeholders to ensure successful delivery of collegiate rodeo events.
- Developed and maintained relationships with sponsors, university stakeholders, coaches, athletes, and rodeo industry partners.
- Progressed through increasing levels of responsibility in business development, sales, operations, sponsorships, and events.
ASSOCIATE – BUSINESS DEVELOPMENT
LEARFIELD COLLEGE RODEO
03.2024 - 06.2025
- Identified and developed partnership opportunities that integrated digital, social, broadcast, in-venue, and experiential assets, increasing engagement.
- Cultivated relationships with prospective and existing partners to strengthen sponsorship activation and ensure successful renewals.
- Facilitated new business development and sponsorship sales for collegiate rodeo properties, enhancing revenue potential.
COORDINATOR – OPERATIONS, SPONSORSHIPS & EVENTS
LEARFIELD COLLEGE RODEO
06.2023 - 03.2024
- Coordinated logistics and sponsorship activations for collegiate rodeo programs, enhancing event experiences and stakeholder engagement.
- Managed day-to-day property operations, ensuring effective sponsorship fulfillment, seamless event execution, and strong partner relationships.
- Delivered operational and administrative support for multiple properties and events, streamlining processes to facilitate successful outcomes.
ASSISTANT RODEO COACH
MONTANA STATE UNIVERSITY
08.2022 - 06.2023
- Fostered strong team culture and coached Reserve National Champion Women’s Team, promoting excellence and teamwork.
- Developed weekly practice plans and conducted team meetings to directly support student-athletes’ competitive and academic success.
- Led coaching, recruiting, fundraising, marketing, event production, and sponsorship sales for Montana State University Rodeo program, enhancing program visibility and participant engagement.
EVENT SPONSORSHIP COORDINATOR
PENDLETON WHISKY
01.2022 - 07.2022
- Worked with the PRCA, PBR, and individual rodeo committees and events to executive sponsorships.
- Supported event partnerships, marketing initiatives, and brand activations within the Western sports and lifestyle space.
- Coordinated Western lifestyle event marketing initiatives for the Pendleton Whisky brand and portfolio.
Intern
Cowboy Channel
12.2020 - 03.2021
Sideline Reporter / Play-by-Play Commentator
PBR RidePass
06.2019 - 08.2019
Intern
National High School Rodeo Association
06.2019 - 07.2019
Intern
Equibrand
12.2015 - 12.2016
Education
Bachelor of Science - Business Marketing
MONTANA STATE UNIVERSITY
Bozeman, MT05-2021
Skills
- Business Development
- Partnership Development
- Sponsorship Sales & Activation
- Revenue Growth
- Event Production
- Strategic Planning
- Client & Stakeholder Relations
- Sports Marketing
- Media & Content
- Team Leadership
- Rodeo Operations
- Public Speaking
- Bilingual - Spanish
RECOGNITION
- Cowgirl Magazine 30 Under 30 — Class of 2024
- College National Champion Women's Rodeo Team - 2021
- Reserve National Champion Women's Rodeo Team Coach - 2023
Timeline
GENERAL MANAGER
LEARFIELD COLLEGE RODEO
07.2026 - Current
ASSOCIATE – BUSINESS DEVELOPMENT
LEARFIELD COLLEGE RODEO
03.2024 - 06.2025
COORDINATOR – OPERATIONS, SPONSORSHIPS & EVENTS
LEARFIELD COLLEGE RODEO
06.2023 - 03.2024
EXECUTIVE DIRECTOR – SALES & OPERATIONS
LEARFIELD COLLEGE RODEO
06.2023 - 07.2026
ASSISTANT RODEO COACH
MONTANA STATE UNIVERSITY
08.2022 - 06.2023
EVENT SPONSORSHIP COORDINATOR
PENDLETON WHISKY
01.2022 - 07.2022
Intern
Cowboy Channel
12.2020 - 03.2021
Sideline Reporter / Play-by-Play Commentator
PBR RidePass
06.2019 - 08.2019
Intern
National High School Rodeo Association
06.2019 - 07.2019
Intern
Equibrand
12.2015 - 12.2016
Bachelor of Science - Business Marketing
MONTANA STATE UNIVERSITY