Urge sponsors to drop cruel rodeo


Have you spotted a company sponsoring Rodeo? 
Let us know.


Awaiting updates for the 2018-19 rodeo season.


Every year in New Zealand countless animals are terrified and abused in rodeo. Some companies are sponsoring this cruelty by means of cash or goods donations – often completely unaware of what actually happens in rodeo.

Rodeos rely heavily on their sponsors, which is why it’s crucial that businesses severe ties with rodeo and put in place a policy not to sponsor it. After learning from SAFE about the suffering inflicted on animals, many sponsors have dropped their involvement with rodeo but others continue to condone cruelty. Ask Carters Tyres Service, Cowley's Hire and others, to take a stand against cruelty to animals by sending an email.

Why is it cruel?

The suffering of animals is inherent in rodeo. They are grabbed, ridden, roped, and wrestled aggressively as part of the ‘entertainment.’ The animals can sustain serious injuries such as fractures and bruising. Of the deaths that have been reported publicly, two bulls died in the 2014-15 season; a horse and bull in the 2015-2016 season, and a bull in the 2017/18 season.

On top of the physical abuse, rodeo animals can be terrified. Prey animals are naturally wary and nervous, and the sounds, sights and smells at a rodeo, in addition to being forced to perform and the physical abuse, can result in severe stress and fear. Horses and bulls are forced to buck by the use of a flank strap, and young calves are chased before being roped around the neck and flung to the ground.

This is not something most companies and businesses would want to be aligned with. 

Take Action:

  • Ask sponsors to severe their ties with rodeo and commit to a policy of never supporting rodeo cruelty in the future.
  • Report sponsors: if you’ve spotted a company sponsoring rodeo, let us know.