The Houston Livestock Show and Rodeo — one of the largest live events in the U.S., combining headline music acts and the world’s largest rodeo and livestock show — has relied on ESP’s consulting and valuation expertise for more than a decade.

Spanning 21 days, RodeoHouston is one of the largest events in North America with a total attendance of more than 2.6 million. The event also offers a purse of more than $2 million and as a 501(c)(3) organization has contributed more than $430 million to scholarships, research, endowments, youth participants and other education and youth programs.

Its sponsorship-related numbers are equally impressive. RodeoHouston has more than 60 lead and co-sponsors — including NRG Energy, Ford, Coca-Cola, MillerCoors and Mattress Firm — and a sponsor renewal rate of 100 percent. A unique tri-party agreement between RodeoHouston, Harris County Sports and Convention Corporation and the NFL Houston Texans fosters shared assets and sponsor category exclusivity across properties — valuable elements to any successful sponsorship.

ESP’s support of the Houston Livestock Show and Rodeo’s successful sponsorship program is twofold. For the past 16 years, ESP has hosted the event’s annual sponsor summit. In addition, ESP works with RodeoHouston each year to determine the true worth of the benefits in its sponsorship packages, including the value of assets provided by the Texans, as well as those provided by the event itself.

An ESP-hosted summit was the catalyst behind RodeoHouston’s widely acclaimed “Random Acts of Kindness” sponsorship activation platform.  The platform immediately elevated the event’s sponsorship offering, garnered the interest of new sponsors, and kept current partners engaged and excited by providing them a unique way to showcase their community support and involve their employees.

In addition to valuing many of the RodeoHouston sponsorship packages, ESP has valued packages for specific sponsors, such as State Farm, Taco Bell and MillerCoors. The event uses ESP Valuation Statements to help secure first-time sponsors and also as annual recap reports for current partners, demonstrating how specific benefits were fulfilled.

ESP’s work with the Houston Livestock Show and Rodeo allows the event’s staff to focus on additional revenue-generating and program activity.

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