Rodeo today is about more than just what happens inside the arena. While the thrill of the eight-second ride and the chase for championship buckles are still front and center, many Professional Rodeo Cowboys Association (PRCA) athletes are expanding their presence far beyond the sport itself. Social media has become a major part of that evolution. Platforms like Instagram, TikTok, and YouTube give athletes the opportunity to build their fan base, share their lives, and form strong brand partnerships that elevate their careers both in and out of the arena. and personally, I love it!
The athletes who do this well are the ones who are authentic. Fans want more than highlight reels — they want to see the early mornings, the long drives, the daily grind, and even the tough moments. When athletes share both the wins and everything it took to get there, it creates a much stronger connection.
I’ve always been around sports, but what really made rodeo stand out to me was seeing how PRCA athletes share their lives online. Scrolling through their Instagrams and getting a behind-the-scenes look at their routines, travel, and everyday moments made the sport feel more personal and compelling. It pulled me in and got me interested in how these athletes are using social media to build strong, relatable personal brands. Here are a few of my favorites to follow:
Shad Mayfield (@themoneymayfield
Shad Mayfield, also known as “MoneyMayfield” has over 140,000 followers, and his content is a great mix of training, competition, and personal life. His posts feel focused and real which makes it easy for fans to feel connected to his journey. I especially like watching his roping drills and workouts. You can tell how much work goes into what he does, and it’s motivating to see that kind of dedication. It definitely inspires fans.
Hailey Kinsel (@haileykinsel)
Hailey Kinsel has a strong presence online with over 285,000 followers. Her content shows both her life in the arena and her everyday moments, and it’s always clear how important her horse Sister is to her. I’ve always admired confident, driven athletes, and Hailey shows that through her consistency and focus. She doesn’t overdo it — she just stays true to who she is, and that stands out. She is also super fun on TikTok, she is always using trending sounds and video ideas!
Rocker Steiner (@rocker_steiner)
Honestly, Rocker is definitely my favorite to follow. He’s 21 — same age as me — and reminds me of some of the guys from my high school friend group. There’s just something funny and cool about watching someone like that now living this big, rodeo-star life with so much talent and attention online.
His content is always bold and unpredictable. One day it’s an insane bareback ride, the next it’s just him being goofy or showing off a random part of his day. He doesn’t hold back or try to act perfect, and I think that’s what makes his brand so strong. He’s totally himself online, and you can tell he actually enjoys posting and interacting with fans. His feed stands out because it’s not just rodeo — it’s his whole personality. Overall, super relatable to the younger audiences.
What all of these athletes have in common is that they’re telling their own stories. They’re not just posting for work, but they’re showing people what life in rodeo really looks like. That kind of storytelling helps build emotional connections and loyal followings. It also makes brand partnerships — with companies like Wrangler, YETI, and Resistol — feel natural and authentic.
Their engagement matters too. When athletes reply to comments, share fan posts, or open up in Q&As, it shows they care about building community, not just a following. It helps build lifelong connections and fandoms.
In a sport that doesn’t always get constant media attention, social media gives PRCA athletes the space to take control of their own narratives and connect with a much wider audience.
Bailey Heryford 
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