National Finals Rodeo gets new ticketing partner

Organizers of the Wrangler National Finals Rodeo have a new primary and secondary ticket vendor for December’s event.

Las Vegas Events on Wednesday announced a multiyear partnership with Los Angeles-based AXS for ticketing, resale and sponsorship of what is known as the “Super Bowl of rodeo,” scheduled Dec. 3-12 at UNLV’s Thomas & Mack Center.

Other terms of the deal were not disclosed, including the length of the contract.

For the past two years, Las Vegas Events has contracted with California-based Vivenu as its primary ticket vendor with New York-based StubHub as its secondary market provider.

“Las Vegas Events is pleased to partner with AXS to provide NFR season ticket holders and fans with a more integrated ticketing experience,” LVE President Tim Keener said in a release. “Season ticket holders will be able to manage their accounts through an easy-to-navigate platform supported by AXS’s safety and security protocols. AXS will also become the NFR’s official Fan-to-Fan Ticket Marketplace, giving rodeo fans a trusted place to find and sell tickets as they plan their NFR experience in Las Vegas.”

Season tickets and tickets listed through the official fan-to-fan marketplace for what will be the 41st edition of the rodeo will be available beginning Aug. 12. The general public ticket onsale will follow at noon on Aug. 13.

Keener said the expanded relationship brings primary ticketing, official resale and sponsorship under one partnership, creating a more integrated experience for NFR season ticket holders and fans. Season ticket holders will be able to manage their tickets and resale activity through their AXS account and mobile app, while fans looking to attend individual performances will have access to a secure and transparent official marketplace.

The partnership further strengthens AXS’s leadership across the fair and rodeo market nationally, while reinforcing AXS’s growing presence in Las Vegas.

‘Bucket-list event’

“The Wrangler National Finals Rodeo is a bucket-list event with an incredibly dedicated fan base and sustained demand year after year,” Tom Andrus, president of North America at AXS, said in a release. “With AXS powering both primary ticketing and official resale, fans get a seamless, trusted experience from a connected ecosystem while NFR gains richer insights and greater control over their own tickets.”

Known as the richest and most prestigious rodeo in the world, the Wrangler NFR attracts the top 15 contestants in bareback riding, steer wrestling, team roping, saddle bronc riding, tie-down roping, barrel racing and bull riding to compete for a share of the increased purse and the coveted PRCA Gold Buckle. In 2025, the event had a total attendance of 175,846 over the 10 rounds of competition at the Thomas & Mack Center and has sold out 379 consecutive performances in Las Vegas.

As the NFR’s exclusive ticketing partner, AXS will receive assets that include on-site, in-arena and in-market branding and exposure opportunities, digital activations and promotions through NFR social and digital channels, and additional opportunities throughout the rodeo season.