The Houston Livestock Show and Rodeo™, one of the most iconic and anticipated events in Texas and beyond, has announced the renewal and expansion of its long-term partnership with AXS, a global leader in digital ticketing solutions. This extended agreement will enhance the event’s ticketing experience while introducing new offerings designed to elevate the overall attendee experience.
As the world’s largest livestock exhibition and rodeo, the Houston Livestock Show and Rodeo™ is more than just an event—it is a celebration of Western heritage, agriculture, education, and world-class entertainment. Held annually at NRG Stadium, the Rodeo draws millions of attendees from across the country and generates a significant economic impact of approximately $330 million each year. With such a large-scale operation, the need for a robust and adaptable ticketing system is critical. AXS’ advanced technology provides seamless digital ticketing solutions capable of managing multiple days of events, performances, and attractions, ensuring fans have a smooth and efficient experience from ticket purchase to entry.
Enhancing the Fan Experience With the Chairman’s Club Party Deck
One of the most exciting aspects of the renewed partnership is the reimagining of the Chairman’s Club Party Deck, which will now feature AXS as its official Title Sponsor. This exclusive space, located on the seventh level of NRG Stadium, is set to undergo a transformation that will make it a must-visit destination during the Rodeo.
The 2025 Chairman’s Club Party Deck will present an all-new vision, offering an immersive experience known as the Retro Rodeo space. This unique design blends traditional Western themes with modern aesthetics, creating a one-of-a-kind environment that pays tribute to the Rodeo’s deep-rooted history while embracing contemporary elements. Attendees can expect an upscale setting complete with lounge areas, interactive opportunities, live entertainment, and signature drinks. Additionally, the Party Deck will feature high-quality food offerings, ensuring guests can enjoy an elevated dining experience while soaking in the action-packed atmosphere of RODEOHOUSTON®.
In a notable change from previous years, tickets to the Chairman’s Club Party Deck will be available for purchase by the general public, allowing more Rodeo attendees the chance to experience this exclusive venue. The inclusion of AXS as the Title Sponsor further reinforces the commitment to providing premier experiences for guests while maintaining the event’s dedication to excellence.
AXS Sponsorship of Key Rodeo Events and Initiatives
Beyond its sponsorship of the Chairman’s Club Party Deck, AXS will play a crucial role in several other key aspects of the Houston Livestock Show and Rodeo™. Under the renewed agreement, AXS will serve as the sponsor of the RODEOHOUSTON® Mobile App, the Sounds of the Rodeo stadium event, and the Scholar Luncheon, demonstrating its commitment to enhancing the Rodeo experience while supporting educational initiatives.
RODEOHOUSTON® Mobile App
With the rise of digital engagement, the RODEOHOUSTON® Mobile App has become an essential tool for attendees, providing real-time updates, event schedules, ticketing services, and interactive features that enhance the overall Rodeo experience. AXS’ sponsorship of the app will ensure continued innovation and functionality, making it easier than ever for fans to navigate the vast array of activities and events throughout the Rodeo’s multi-week run.
Sounds of the Rodeo
Music and entertainment are integral parts of the Houston Livestock Show and Rodeo™, with world-renowned artists performing at RODEOHOUSTON® each year. The Sounds of the Rodeo stadium event, now sponsored by AXS, celebrates this rich tradition by bringing together top-tier musical performances that enhance the energy and excitement of the Rodeo. With AXS’ involvement, fans can expect an even more dynamic and seamless concert experience, complete with state-of-the-art ticketing and digital entry solutions.
Scholar Luncheon and Educational Support
Education has long been at the heart of the Houston Livestock Show and Rodeo™, with the event dedicated to supporting Texas youth through scholarships, grants, and educational programs. As part of the renewed partnership, AXS will sponsor the Scholar Luncheon, a prestigious event that honors outstanding students and provides crucial financial support for their academic pursuits.
Each year, AXS will award four scholastic sponsorships, reinforcing its commitment to investing in the next generation of leaders. This initiative aligns closely with the Rodeo’s mission of promoting education and giving back to the community, ensuring that students have the resources they need to achieve their dreams.
Statements From Leadership
Both organizations expressed enthusiasm about the continued partnership and the opportunities it presents for the future.
Bryan Perez, CEO of AXS, highlighted the alignment of values between AXS and the Houston Livestock Show and Rodeo™, stating, “Houston Livestock Show and Rodeo™ and AXS share closely aligned values that have allowed us to build a long-term and productive partnership. We are proud to continue this successful alliance, contribute to bringing new experiences to fans, and support the Rodeo’s historical commitment to Texas youth and education.”
Chris Boleman, President and CEO of the Houston Livestock Show and Rodeo™, echoed this sentiment, emphasizing the importance of delivering a world-class experience for attendees. He remarked, “The Houston Livestock Show and Rodeo is proud to meaningfully grow our lengthy partnership with AXS. Our goal is to provide a premier event with a leading-edge experience that aligns perfectly with AXS’ ticketing expertise. With AXS’ sponsorship of the RODEOHOUSTON® Mobile App, Sounds of the Rodeo stadium event, Scholar Luncheon, and Chairman’s Club Party Deck, our Rodeo attendees are assured to have a world-class experience.”
