As SMS Equipment begins its second season of CPRA title sponsorship, it reflects on what drove the initial decision.
When the 2023 season of the SMS Equipment Pro Tour kicks off in Buffalo Lake, Alta. in May, attendees will revel in the excitement, pageantry and athleticism happening in the arena. Most of those same rodeo fans, however, will probably not give much thought to why title sponsor SMS Equipment — one of Canada’s largest construction and mining equipment dealers — chose to support CPRA, both last year and this upcoming season. At first glance, the two entities appear to have little in common. A closer look, however, reveals a sense of values so closely aligned that the SMS Equipment decision seems more than just logical — almost predestined. Not surprisingly, a partnership forged in such commonalities is proving beneficial to the two organizations, the fans, and the sport itself.