Giddy up! The 2015 Houston Livestock Show and Rodeo gallops into NRG Stadium this week, and the local Coca-Cola team is once again saddling up for the three-week charity and entertainment event.

The Rodeo starts with a World Champion BBQ cookoff and continues with 21 days of carnival, rodeo contests and musical performances by John Legend, Tim McGraw, Zac Brown Band and others. Nearly 2.5 million people attended the event in 2014. 

Coca-Cola has been a premier sponsor of the Rodeo since its beginning in 1932. Throughout its 83-year history, the Rodeo has committed nearly $375 million to scholarships, research, endowments, calf scramble participants, junior show exhibitors, School Art participants, and other educational youth programs. Its mission is to encourage breeding, raising and marketing of better livestock and farm products at public fairs and to promote research and education within the industry.

Coke is promoting the Rodeo through the My Coke Rewards loyalty program, in-store displays at major retail partners and collectible cups at fountain outlets.

Houston Rodeo
A Rodeo-themed Coca-Cola display at a Houston-area HEB store.

On site, concession stands at NRG Stadium feature new Coca-Cola graphics and messaging. Additional branding and commemorative cups are available to spectators throughout the venue.

“As a legacy partner of the Rodeo, Coca-Cola has a unique ability to activate this event through every aspect of our business,” said Rick Kehr, general manager, Houston Market Unit. “The local team is delivering on making this our biggest and best year at the Houston Rodeo.”