Tough Trucks Is Now the Arena and Series Sponsor of National Rodeo Co.

It's official — Tough Trucks and our partner brand Gen-y Hitch are the new Arena and Series Sponsor of the Ringers Western National Rodeo Co. circuit.

We kicked things off by backing the Brisbane event on home turf in Queensland, and now we're not stopping there. We're chasing the series around the country for the rest of the 2026 season, arena by arena, because if there's one thing we know at Tough Trucks, it's that tough trucks and tough athletes belong in the same paddock.

Why Rodeo, Why Now

This isn't a sponsorship we picked off a shortlist. It's personal to what we build.

Every truck we sell traces its DNA back to cattle country — the high plains of Wyoming, the timber and backroads of Oregon, the ranch tracks of the Pacific Northwest, the wide-open inner states where a truck isn't a lifestyle accessory, it's the only thing standing between you and a bad day. That's cowboy country. It's where the modern American work truck was shaped: built to haul a stock trailer through mud, climb a fire road at 3am, and still look right parked outside the local pub on a Friday.

Rodeo comes from that same ground. It's not a sport that was invented in a boardroom — it grew out of ranch work, out of cowboys proving what they and their horses could do after the cattle were already moved. Grit, toughness, and doing the job properly when nobody's watching. That's the exact same standard we hold our trucks to.

So when the chance came up to back National Rodeo Co., it wasn't a hard call. Same values, same country of origin, same refusal to cut corners.

The Trucks in the Arena

We're not just putting a banner up and calling it a sponsorship. Our AEV Prospector RAM and Silverado 2500 builds will be on site at every event we back this season — the same trucks we build and sell every day, doing exactly what they're designed to do: showing up, looking mean, and working hard in rough conditions.

If you've been following Tough Trucks for a while, you know the AEV Prospector isn't a badge and a sticker kit. It's a genuine ground-up capability build — American Expedition Vehicles engineering layered onto the RAM Heavy Duty and Silverado 2500 platforms, the same trucks bred for exactly the kind of terrain and work that built the American West. Bring one to a rodeo arena and it's right at home.

Come check them out up close at any of the events we're backing this season. Kick the tyres, sit in the cab, ask us anything about the build.

Where We'll Be

Having backed the Brisbane event to open the season, we're now on the road with the National Rodeo Co. series for the rest of 2026, including:

• Hunter Valley Rodeo — October 9, Maitland Showground
• South East Melbourne Rodeo — November 14, Caribbean Gardens, Scoresby
• Macarthur Rodeo — November 28, Camden Bicentennial Equestrian Park
• Sydney Rodeo — December 12, Henson Park, Marrickville

We'll be trackside with the trucks at every stop, so if there's a rodeo coming to your part of the country, come find us in the arena.

Making Trucks Tough Again

This partnership is exactly what Tough Trucks is about — putting our name and our vehicles behind people who go all-in on doing something hard, properly. Rodeo athletes don't take shortcuts, and neither do we.

Want a closer look at the trucks making the trip? Check out the AEV Prospector RAM and Silverado 2500 builds on our site, and follow along with National Rodeo Co. for tickets and dates at the next stop near you.

See you in the arena.