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Source: Rural Media Group news release

ProRodeoLive and RURAL RADIO have partnered for the first time to provide unprecedented broadcast coverage of major national rodeos, including the Cheyenne Frontier Days, the Wrangler National Finals Rodeo, the San Antonio Stock Show and the Ram National Circuit Finals.

Since 2008, ProRodeoLive has exclusively owned the radio and Internet rights to produce the Wrangler National Finals Rodeo and World Series of Professional Rodeo.

These events will now be available to a greatly expanded audience via the partnership with RURAL RADIO, the recently launched Agribusiness and Western Lifestyle channel 80 on SiriusXM satellite radio.

ProRodeoLive and RURAL RADIO will kick-off their broadcast coverage with the California Rodeo in Salinas on Sunday, July 21st at 4:00 p.m. (Eastern).

This coverage will feature the talents of ProRodeoLive owner and veteran PRCA Rodeo Announcer, Steve Kenyon. Kenyon, a native of Pendleton, OR, is also a six- time Wrangler NFR team roping qualifier and former reserve World Champion Wade Wheatley from Hughson, CA.

RURAL RADIO will provide joint and lead incoverage with its own signature program, Western Sports Round Up, which is broadcast Monday-Friday at 6:00 p.m. (Eastern).

On Sunday, July 28th ProRodeoLive and RURAL RADIO will present livecoverage of the championship round of the legendary Cheyenne Frontier Days Rodeo, beginning at 2:00 p.m. (Eastern).

The legendary 100+ year-old Cheyenne Frontier Days Rodeo is widely recognized in the western world as one of thepremier events in the Professional Rodeo circuit.

RURAL RADIO's Cheyenne Frontier Days coverage from will again be anchored by Steve Kenyon and will feature the insights of veteran television analyst Butch Knowles and interviews from former Miss Rodeo Idaho and Miss Rodeo America Runner Up Freya Walton.

"This is truly a new day in broadcast coverage for Professional Rodeo and westernsports events, " stated Randy Bernard, President and CEO of Rural Media Group.

"Our capacity to build on RURAL RADIO's power and momentum is limitless. We have assembled the best broadcast teams and total media assets needed to drive rodeo and western sports forward in big ways. We're thrilled to be working with ProRodeoLive to get this going in a big way," said Bernard.

"Rural Media Group is spearheading a new direction for rodeo and western sports and I'm proud to say that ProRodeoLive is part of this amazing tidal wave of progress, " added Steve Kenyon.

"This is a big deal for our industry and we can't wait to get started with the first broadcast on RURAL RADIO of the California Rodeo in Salinas on July 21st," said Kenyon.

These events are part of a schedule of roughly 600 rodeos each year sanctioned by the Professional Rodeo Cowboy's Association (PRCA), the oldest and largest rodeo sanctioning body in the world, and are part of the year long countdown to Professional Rodeo's World Championships, the 10 Day Wrangler National Finals Rodeo December 5-14 in Las Vegas.

For more information, please visit and Follow @RURALRADIO80 and @WesternSportsUp for daily Tweets and updates.

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