US military and Border Patrol use rodeo to attract recruits

In an effort to boost recruitment, the U.S. military and Border Patrol are embracing unique strategies, highlighted by a recent event in Colorado Springs that merged rodeo culture with military and law enforcement enlistment.

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Our cowboys, and the cowboys in our audience, they believe in hard work, honesty, integrity, help your neighbour, some selflessness. So that's what it takes to be in the military or in the US Border Patrol or any type of first responder.

The "PBR Space Cowboys" event, held at the Air Force Academy's Falcon Stadium, featured bull riders competing against large horned bovines alongside a swearing-in ceremony for 33 new Air Force recruits. Co-sponsored by the newly formed Space Force, the event aimed to attract candidates not only to the rodeo but also to branches of the U.S. military and law enforcement agencies, including the U.S. Border Patrol.

This unconventional approach aligns with President Donald Trump's focus on enhancing national strength, both domestically and internationally. The administration has made significant investments in border security, including a law mandating the hiring of 3,000 new Border Patrol agents and allocating $70 billion for border security initiatives. These efforts have contributed to the Border Patrol reaching over 21,000 agents for the first time since its establishment in 1924.

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I looked into the military for a long time. I have asthma, and so I cannot join the military. But Border Patrol does not have an asthma [disqualifier].

Recruiting at a rodeo, an event steeped in Western tradition, is seen as a strategic fit by organizers. PBR CEO Sean Gleason emphasized the shared values between cowboys and those in military or law enforcement roles, citing hard work, honesty, integrity, and selflessness. The event showcased Border Patrol's presence with a dedicated SUV and recruitment tent, situated near children's activities and live country music, illustrating the intensified recruitment drive.

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I know it's a huge thing in politics right now and everybody's debating, I guess, what's right and wrong.