"We’re delighted to have SMS Equipment ‘back in the arena’ in support of Canada’s rodeo athletes,” says Denny Phipps, CPRA General Manager. "Our shared vision and values make for an outstanding partnership. Hard work, integrity, respect, and the drive for excellence are all qualities exuded by our rodeo communities and the Western way of life. The same is demonstrated in SMS Equipment’s work and in our collaboration to-date.”

The two organizations first partnered in 2022, when SMS Equipment joined as the title sponsor of the Rodeo Canada Pro Tour. The partnership will continue after a successful second year, during which the tour expanded significantly.

"Our ongoing support of CPRA extends beyond mere sponsorship,” says Darren Wood, EVP, Construction – West Region at SMS Equipment. “It symbolizes a deep-rooted connection to the communities we serve and the traditions we honour. Much like the dedication and resilience demonstrated by CPRA cowboys and cowgirls, SMS Equipment’s commitment to excellence drives us forward."

Ongoing collaboration, according to both organizations, is a “natural fit.”