NOW HIRING! Explore a Career at SMS Equipment. View Opportunities

SMS Equipment and CPRA Extend Partnership into 2026

May 2, 2024
Print Page

Long-term agreement recognizes shared values, community connection

SMS Equipment and the Canadian Professional Rodeo Association (CPRA) are proud to announce a three-year extension of their partnership that sees SMS Equipment as the title sponsor of the Rodeo Canada Pro Tour. With the agreement in place, the association’s signature event will continue as the SMS Equipment Pro Rodeo Tour through 2026.

"We’re delighted to have SMS Equipment ‘back in the arena’ in support of Canada’s rodeo athletes,” says Denny Phipps, CPRA General Manager. "Our shared vision and values make for an outstanding partnership. Hard work, integrity, respect, and the drive for excellence are all qualities exuded by our rodeo communities and the Western way of life. The same is demonstrated in SMS Equipment’s work and in our collaboration to-date.”

The two organizations first partnered in 2022, when SMS Equipment joined as the title sponsor of the Rodeo Canada Pro Tour. The partnership will continue after a successful second year, during which the tour expanded significantly.

"Our ongoing support of CPRA extends beyond mere sponsorship,” says Darren Wood, EVP, Construction – West Region at SMS Equipment. “It symbolizes a deep-rooted connection to the communities we serve and the traditions we honour. Much like the dedication and resilience demonstrated by CPRA cowboys and cowgirls, SMS Equipment’s commitment to excellence drives us forward."

Ongoing collaboration, according to both organizations, is a “natural fit.”

“Together, we nurture an environment where performance, respect and collaboration thrive,” adds Wood. “We’re excited to see these values in action as we cheer on this year’s contestants from the stands in communities across Western Canada.”

The SMS Equipment Pro Rodeo Tour consists of the largest professional rodeos in Canada, spanning the four western provinces. In 2023 alone, these 16 tour events collectively paid out over $2.7 million, which is anticipated to grow as we progress into 2024. Throughout the Tour, contestants chase a berth at the SMS Equipment Tour Finale in Armstrong, BC, with all earnings through the Tour also setting contestants up to qualify for the Canadian Finals and National Finals Rodeos as well.

Success at the tour events can change the trajectory of a contestant’s year.

"These tour rodeos are a key component in setting yourself up for a successful season,” says Clint Laye, reigning Canadian champion and back-to-back winner of the SMS Equipment Pro Rodeo Tour. “There is a lot of money up for grabs, and being successful at the tour events allows a guy to position himself where he needs to be to reach the goals for the year.”

Excitement for the 2024 season is building as tour dates are being finalized. Tentative dates include:

Buffalo Lake Métis Settlement - Caslan, AB May 24-26
Grande Prairie, AB May 30-June 2
Lea Park (Marwayne), AB June 7-9
Wainwright, AB June 21-23
Sundre, AB June 21-23
Ponoka, AB June 25-July 1
Williams Lake, BC June 28-30
Teepee Creek, AB July 12-14
Morris, MB July 19-21
Medicine Hat, AB July 25-27
Regina, SK August 2-3
Strathmore, AB August 2-5
Dawson Creek, BC August 9-10
Lethbridge, AB August 22-24
Armstrong, BC August 28-30
Armstrong, BC- Pro Tour Final August 31

Follow the 2024 SMS Equipment Pro Rodeo Tour live on the Cowboy Channel+ app.

For more information on the SMS Equipment Pro Rodeo Tour, visit

Serving You Coast-to-Coast

With locations to serve you across Canada and Alaska, SMS Equipment is your local equipment and solutions provider.

Find our locations
Keep Up-to-Date
Never miss an update on the latest promotions, product releases, service tips and news on construction, forestry, mining, and road and aggregate topics.