Honoring a Legacy: The Fon McConnell Be Cowboy Scholarship
Fon McConnell (center) enjoyed attending PBR events with her daughter, Jennifer Jackson (left) and husband, Jess McConnell (right). Photo courtesy of Jess McConnell
Jess McConnell grew up in Wyoming, immersed in Western culture and lifestyle. Throughout his extensive career in the oil and gas industry, he and his wife, Fon, traveled the world, living in Venezuela, Canada, Australia, and various parts of the United States, before settling in Houston, Texas, where Jess retired in 2016.
Falling for PBR
While living in Canada, Fon discovered Professional Bull Riders (PBR) on television, and soon, both she and Jess became passionate about the sport. They attended PBR’s Canadian National Championships in Calgary, where they experienced the excitement firsthand. Their passion for PBR continued to grow as Fon found more events in Australia when Jess’s work took them to the land down under.
Upon returning to the U.S., the couple made it a mission to attend more PBR events, including the PBR World Finals in Las Vegas.
Photo courtesy of Jess McConnell
“At our peak after I retired, we went to around 20 PBR events in one year,” Jess recalls. “We were living the dream as big fans, traveling and doing all the things we wanted to do in retirement.”
The Battle of a Lifetime
In 2021, Jess and Fon's lives took a drastic turn when Fon was diagnosed with pancreatic cancer. Over the next 20 months, Jess stood by his wife as they fought the disease together. Despite the diagnosis, their love for Western sports remained steadfast.
“During that entire cancer battle, we were still going to PBR events,” Jess shares. “In fact, shortly before she passed, we were at a PBR event in Ridgedale. That was her last one, but we watched PBR and the National Finals Rodeo on TV. It brought her a huge amount of comfort.”
Fon passed away in November 2022, but her love for Western sports continued to inspire Jess.
A New Purpose
After Fon’s passing, Jess sought ways to honor her memory and stay connected to the sport they both loved. He found his answer through Western Sports Foundation.
Photo courtesy of Jess McConnell
“After my wife passed, I got more serious about looking for ways to become more engaged,” Jess shares. “Western Sports Foundation seemed like a really good fit to give back to an industry and a sport that had brought my wife a lot of comfort and distraction on tough days.”
With his extensive corporate experience, Jess joined WSF’s Board of Directors, bringing valuable business insight to help the organization grow.
In addition to serving on the WSF board, Jess wanted to create a lasting tribute to Fon that would resonate with her personal interests and passions. Reflecting on Fon’s unique ability to connect with people—especially children—and her compassion for those in need, Jess found the perfect way to honor her legacy.
Together with Fon’s daughter, Jennifer Jackson, Jess created the Fon McConnell Be Cowboy Scholarship, a $100,000 endowment aimed at helping Western sports athletes pursue educational opportunities.
Photo courtesy of Jess McConnell
“By channeling education dollars to Western sports athletes, we can help them be more successful in their lives,” Jess explains. “Education allows athletes to set themselves up for long-term success.”
A Personal Connection
Jess’s own experience highlights the transformative power of education, especially within the Western community.
“I was the first one in my family to get a college degree,” Jess recalls. “I wouldn't have been able to get through college without access to community colleges near where I grew up. I funded my education myself through hard work and academic performance.”
Jess believes that filling the educational gaps for Western sports athletes is critical, particularly in areas where opportunities can be limited.
Starting this year, the Fon McConnell Be Cowboy Scholarship will provide up to ten $2,000 scholarships annually for the next five years. These scholarships will support rodeo athletes who embody the values of courage, resilience, and the true spirit of the cowboy way of life.
Photo courtesy of Jess McConnell
“WSF looks beyond the arena,” Jess says. “We're looking at their lives outside of the arena. We absolutely want to be there for the athletes, but we really care about their long term. We want them to not only have a good athletic career, but when they move beyond that athletic career, we want them to be set up for life.”
About the Fon McConnell Be Cowboy Scholarship
The Fon McConnell Be Cowboy Scholarship is open to all current or retired Western sports athletes who demonstrate a dedication to the Western way of life, cowboy values, and academic excellence. Recipients will be selected based on their passion for the sport, financial need, and commitment to the values that Fon McConnell held dear.
Applications are open through September 20, 2024. More information and application details are available at wsf.org/education-and-careers.