Las Vegas Events announced today a premium partnership with Ariat International as they become a Gold Buckle partner of The Cowboy Channel Cowboy Christmas. As an additional component of this partnership, Ariat will be the title sponsor of the Rodeo Live Stage held at the popular gift show now entering its 35th year and scheduled for Dec. 2-11 at the Las Vegas Convention Center.

“The Cowboy Channel Cowboy Christmas is the pinnacle of gift shows and draws attendees from all over the world,” said Susan Alcala, vice president of partnership marketing at Ariat. “This partnership gives us an expanded presence at one of the most sought-after events of the year as well as an opportunity to engage with our customers and fans who embrace the Western way of life.”

As the leader in innovative Western, English and Work footwear and apparel, Ariat was the first company to bring athletic shoe technology to equestrian sports and is the leading equestrian brand in the world. Ariat also sponsors top athletes from a variety of equestrian disciplines, including 26-time World Champion Trevor Brazile, 20-time WPRA All-Around Champion Jackie Hobbs-Crawford, 5-time World Champion Kaycee Feild, 5-time World Champion Luke Branquinho and 4-time World Champion Bobby Mote.

The Ariat Rodeo Live Stage will see a redesign in 2021 and include a variety of specialty acts and custom programming. Each day, the Ariat Rodeo Live Stage will feature the following (all times PT and subject to change):
RMEF Cowboys for Conservation Calcutta – starting at 10:15 a.m.
Outside the Barrel with Flint Rasmussen – starting at 11:15 a.m.
Cowboy Revival with host Shane Minor – starting at 12:30 p.m.
NFR Tailgate Party – starting at 1:30 p.m.

Rasmussen has been a staple at The Cowboy Channel Cowboy Christmas and continues to deliver laughs, entertainment and special guests during the ten days. Also back for a second year is the live-music show Cowboy Revival with host Shane Minor. The Cowboys for Conservation Calcutta, in partnership with the Rocky Mountain Elk Foundation, will be held daily. New to Cowboy Christmas in 2021 is the NFR Tailgate which will broadcast live on The Cowboy Channel.

“We are pleased to announce Ariat as both a Gold Buckle sponsor of The Cowboy Channel Cowboy Christmas and the title sponsor of the Rodeo Live Stage,” said Bo Gardner, vice president of corporate marketing for Las Vegas Events. “One of the main components of The Cowboy Channel Cowboy Christmas, and a crowd favorite, is the programming schedule that can be found all day long on the Ariat Rodeo Live Stage. Bringing these two brands together will further allow attendees to embrace the overall experience and the Western lifestyle.”

To add to the overall experience, RMEF’s Hunter & Outdoor Christmas Expo will be co-located upstairs in the South Halls from Cowboy Christmas. Over the past 34 years, Cowboy Christmas has attracted more than 4.6 million attendees.

In addition to the Ariat Rodeo Live Stage, The Cowboy Channel Cowboy Christmas will include additional main anchor displays and programming elements, including the YETI Junior World Finals in the Wrangler Rodeo Arena, NFR After Dark, Rodeo Central presented by Resorts World Las Vegas and Bites & Brews presented by Total Feeds.

For more information on Cowboy Christmas, please visit or through social media at /LasVegasNFR and use #WranglerNFR. To learn more about Ariat, visit