Some of the biggest names in technology are bringing what they call “real-time AI, data-driven insights” to the rodeo circuit. Heavyweights “Palantir” and “NVIDIA,” along with “TWG AI” have formed a partnership with Teton Ridge, which owns Cowboy Channel and related western sports media properties, that aims to “enhance the rodeo experience for athletes, fans, and partners.” Long-time rodeo fans worry that these high-tech enhancements will undermine what it means to be a cowboy.
Computer analytics have reached into nearly every major sport at this point. With sports becoming more competitive, players and organizations have embraced analytics to help enhance performance and find an edge. These analytics can also be used to curate engagement among fans. The MLB, for instance, has “Statcast,” which allows viewers to gain another vantage point of a player’s speed, accuracy, distance traveled, etc. Analytics additionally help organizations measure other key elements, such as ticket purchases, fan interaction, and fan retention.
In the rodeo world, Teton Ridge has applied this same type of computing power to the “Arizona Ridge Riders.” One of 10 city-based teams in the Professional Bull Riders league, the Ridge Riders are embracing AI analytics to not just give their riders a competitive edge, but also enhance fan engagement and overall popularity of live rodeo.
Teton Ridge’s partnership with Palantir, NVIDIA, and TWG AI will bring real-time analytics into the rodeo arena. According to the companies, the partnership uses Nvidia’s edge computing hardware alongside Palantir’s data platforms to process video and performance data on site, allowing rider insights during live rodeo events.
Machine vision analyzes animal and rider movements—such as kicks, spins, speed, and intensity—to help explain results in broadcasts and give athletes new tools to study results and prepare for competition. The system tracks the skeletal joints of both riders and animals in real time, transforming what was previously instinct into measurable components that illustrate why a ride was easier or more difficult. These tools can show where a rider almost lost control or where they were successful.
Casey Lane, senior vice president of Teton Ridge, explains that there could be multiple use cases for the data, including using it to build ride simulators that mimic characteristics based on data collected across different bulls, or even a specific bull. Lane says it could also help better match rider and animal pairs. “We’ve just scratched the surface of capturing that data, and we’re working to create these templates,” Lane said.
The new AI analytics will also allow broadcasters to analyze and break down in detail the tremendous skill and athleticism involved, both animal and rider. Executives see this giving fans a greater appreciation for the sport and possibly even drawing in new ones.
At a conference last year, Teton Ridge CEO Deirdre Lester noted that AI technology could also help judges score rodeos with more objectivity and precision. “It’s like figure skating right now,” she said. “With AI, you’re giving judges a lot of analytics to inform their scoring, so it becomes more accurate.” She adds that this could open the door to other opportunities, such as sports betting, “which we don’t currently have in rodeo because of the subjectivity of the scoring.” (Sources: Fast Company, Axios, Yahoo Finance)
