PRCA INKS DEAL WITH W.A.Y ENTERTAINMENT'S A3 MERCHANDISE

Posted Monday, July 13, 2009

Colorado Springs, Colo. (July 13, 2009) – The Professional Rodeo Cowboys Association has awarded A3 Merchandise, a division of the newly formed W.A.Y Entertainment, world-wide exclusive merchandise rights. A3 Merchandise will also have the exclusive online rights to all PRCA marks, which will be marketed through the newly created ecommerce site, prorodeogear.com, launching later this month.

"It is an honor to have been chosen to work with the PRCA and this amazing sport with an incredibly loyal fan-base," shares Jon Elliot, partner at W.A.Y Entertainment.

“There is nothing more iconic than cowboys and rodeo. We are excited about this partnership with the PRCA and we are confident that together we can continue to grow the sport.” explains Christian Svendsen, partner at W.A.Y Entertainment.

The new line of merchandise, branded ProRodeo Gear, The Official Outfitter of the PRCA, will be offered via a mobile marketing experience traveling to multiple rodeos this year. It is the PRCA’s largest foray into merchandise development and distribution and is expected to garner great feedback from fans and rodeo committees nationwide.

“The PRCA needs a marketing and branding presence out there at our rodeos. This is something we have been working on for quite some time,” said Karl Stressman, Commissioner and President of PRCA Properties, Inc. “We are thrilled to have partnered with A3 Merchandise and look forward to the opportunities this relationship will uncover.”

W.A.Y Entertainment is a Nashville-based company formed by music industry veterans Jon Elliot and Christian Svendsen. The fully integrated company specializes in artist management, marketing, merchandise and TV production. With the combined experience of more than 30 years, this fully integrated company supports their client base across all platforms.\

The PRCA, headquartered in Colorado Springs, Colo., is the largest and oldest rodeo-sanctioning body in the world. The recognized leader in professional rodeo, the PRCA is committed to maintaining the highest standards. The PRCA, a membership-based organization, sanctions more than 600 rodeos annually, and there are nearly 30 million fans in the U.S. The PRCA showcases the world's best cowboys in premier events through the Wrangler Million Dollar Tour presented by Justin Boots, and its subsequent Playoffs, the Seminole Hard Rock Xtreme Bulls presented by B&W Trailer Hitches, the PRCA's bull riding tour; and the world-renowned Wrangler National Finals Rodeo. Action from PRCA-sanctioned rodeos and its premier events appears on ESPN2, ESPN Classic and ESPN Deportes. Each year, PRCA-sanctioned rodeos raise more than $26 million for local and national charities. www.prorodeo.com.