Be the reason an athlete gets help
Partner with us
Every day, rodeo athletes reach out looking for someone to turn to after a serious injury, a concussion, a mental health struggle, or the uncertainty that comes when they can no longer compete.
Western Sports Foundation connects those athletes with trusted care and removes the cost barrier between an athlete and the help they need.
Every athlete who reaches out has already done the hardest part: asking for help. Our job is to make sure the answer is yes.
Our partners make that possible.
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Rodeo is unlike nearly every other professional sport.
The athletes who compete are independent contractors. They pay their own entry fees, carry their own insurance, and absorb the financial realities that come with pursuing a career in western sports.
It's not that anyone is neglecting athlete care. It's that the sport was never built with a dedicated system to provide it.
That's where Western Sports Foundation comes in.
When an athlete needs counseling, neurological care, catastrophic injury support, or guidance for what's next, we're able to say yes because companies, foundations, and individuals have chosen to make that care possible.
A partnership with WSF isn't simply supporting a nonprofit.
It's making sure the next athlete who reaches out has somewhere to turn.
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For more than 28 years, Western Sports Foundation has stood beside rodeo athletes through some of the most challenging moments of their lives.
Today, we provide access to mental health counseling, neurological care, catastrophic injury support, personal development, and educational opportunities that help athletes thrive during competition and long after their careers end.
Athletes come to us through trusted referrals from fellow competitors, coaches, contractors, families, and industry partners. That trust has been earned over decades by showing up when it matters most.
We're not just responding to crises.
We're helping athletes build healthier, stronger futures.
What Your partnership makes possible
ONE: MENTAL HEALTH
When you don’t want to say it Out loud
Rodeo takes care of its own. But there are things you don't want to tell your buddy: that you're not sleeping, that the money's a problem, that you've been dreading the drive to the next one, that things at home are problematic. In a sport built on toughness, the weight you carry quietly is the heaviest thing in the truck.
We put a licensed counselor on the other end. Confidential, free, and no one at WSF ever sees who called.
About $130 a session. Partners keep that line answered.
TWO: INJURY & RECOVERY CARE
When the head takes the hit
A hit doesn't have to knock you out to change things. The fog, the headaches, the temper that isn't yours. Most athletes ride through it, because the alternative is telling someone you're not right.
We cover the full workup: evaluation, specialists, and travel to doctors who understand these injuries. Not to end a career. To get an athlete an answer while they still have one.
About $10,000, all in. Partners are why we say yes without checking the balance first.
THREE: INJURY & RECOVERY: CATASTROPHIC FINANCIAL ASSISTANCE
When the income stops
An injured rodeo athlete doesn't go on the disabled list. They go to zero.
Often these catastrophic injuries find them without medical insurance, without a guaranteed salary, without paid leave. The season stops and the bills don't. So, they get back on before they're ready, because sitting out costs more than getting on does.
We step in and take that pressure off, for the athlete and for the family carrying it with them. So recovery, or understanding what comes next, gets the time it needs.
$4,000 to $10,000. Partners make that possible.
FOUR: LIFE BEYOND THE ARENA
When you’re building what’s next
The best time to prepare for life after competition is while you're still competing. Almost nobody does, because the sport asks for everything right now.
Financial literacy, so a good year doesn't disappear before the next one. Career tools and resumes, so there's something to walk toward. Mental Performance coaching that makes athletes better now and outlasts the riding.
About $1,000 for six months. Partners fund what comes next.
FIVE: LIFE BEYOND THE ARENA
When Education is the answer
Some athletes never fill out a form. They're eighteen years old, three states from home, and asking a foundation for help hasn't crossed their mind.
So, we go to them: educational events, college rodeos, high school finals, putting mental health, brain health, and personal development in front of athletes, so they can proactively be ready for every stage of their rodeo journey.
Partners underwrite these events and can be there when they happen.
SIX: ABOVE & BEYOND
When the need is bigger than a category
Sometimes what an athlete needs has no line item.
A spinal cord injury that means the difference between a wheelchair and walking again with an exoskeleton. A vehicle modified so a father can drive his kids to school again.
Rare, expensive, and life-changing. They're the ones we're proudest of, because saying yes meant having a fund that wasn't earmarked and a board willing to move on it.
Partners are what make an unrestricted yes possible.
SEVEN: CRISIS RESPONSE
When the worst happens
Rodeo loses people. It's one of the hardest truths about this sport: sometimes to injury, sometimes to battles fought quietly, sometimes to circumstances no one saw coming.
When it happens, the loss doesn't land on one family. It lands on the traveling partners who shared the truck, the athletes who were behind the chutes that night, and the friends who'll compete at the next one without them. In a sport without teams, these people are the team, and they're grieving too.
In those moments, we are there. We move quickly to put help and support in front of the athletes and families who need it, and we do everything we can to help this community carry what it's carrying.
Partners are why we can move that fast.
We are proud to name the following brands as WSF partners. Without their support, we would not be able to fulfill our mission.
Where would you want to make a difference?
Some partners want to fund the counselor on the other end of the line. Some want to make sure the next athlete who takes a hit to the head gets a real answer. Some want to be there at the clinics, with their people on the ground, in front of athletes who've never asked anyone for help.
Tell us what matters to your company and we'll build around it. Then we'll show you exactly who it reached.
Start with the overview. Our partnership programs outline walks through the areas of care you can underwrite, what each one makes possible, and what a partnership looks like year to year.
Or skip ahead and talk to us. Every partnership here started with a conversation, not an application. We’d love to hear from you.