U.S. Customs and Border Protection (CBP) has intensified its recruitment efforts through rodeo sponsorships and other athletic events, according to a new report. Concretely, Mother Jones found that Border Patrol is spending $15 million over five years to attract new agents through partnerships with the Professional Bull Riders (PBR) league and similar venues.
Border Patrol's presence at rodeos dates back to 2008, when the agency began sponsoring PBR, the world's largest bull-riding circuit. After a hiatus during the Obama administration, the partnership was reinstated under President Donald Trump's first presidency. In 2019, the government allocated $3 million annually for five consecutive fiscal years, bringing the total to $15 million. The funding supports recruitment booths, branded uniforms, and in-arena promotions at events attended by young rodeo fans.
