ATB Financial Title Sponsor of CFR47

ATB Financial assumes Title Sponsor role and extends funding to support mental health of rodeo competitors


October 19, 2021 | Red Deer, AB —  When the 47th Canadian Finals Rodeo (CFR) returns to Red Deer’s Westerner Park November 3-7, it will be with a new title sponsor: Alberta-based financial institution, ATB Financial.

The 47th Canadian Finals Rodeo (CFR) will return to Red Deer’s Westerner Park this year, but with a new title sponsor: Alberta-based financial institution, ATB Financial.

“ATB is a natural fit to be the title sponsor of the Canadian Finals Rodeo in Red Deer”, said Mike Olesen, CEO of Westerner Park. “We appreciate this support and thank ATB for their sponsorship.”

Over five days, all major pro-rodeo events will take place during six performances including Bareback, Steer Wrestling, Team Roping, Saddle Bronc, Tie-Down Roping, Ladies Barrel Racing, and Bull Riding. As well, fans will enjoy Junior Steer Riding, Novice Saddle, Bareback Riding and for the first time ever, Breakaway Roping during select performances.

It’s anticipated that the event will bring $20 million in economic activity to the Central Alberta region, an outcome ATB’s Senior Executive Vice President of Business Jon Horsman deems incredibly important.

“We believe in Alberta and know that the Canadian Finals Rodeo has a long tradition here, rooted in our Agriculture industry. It is an essential part of both Alberta and ATB’s heritage and history. We are proud to be able to support the CFR and the many businesses that go into making this event possible,” comments Horsman. “This partnership allows us to call out the need for greater awareness around mental health within the rodeo community.”

Along with the Title Sponsorship, ATB Financial is partnering with the Canadian Pro Rodeo Sport Medicine Team and Ty Pozzobon Foundation to bring additional physical and mental health support to the competitors on-site. Each organization will receive a $5,000 donation from ATB.

“Given the high number of concussions sustained in the sport of rodeo, there is a potential increase in the impact of the mental well-being of these competitors,” comments Brandon Thome, Executive Director of the Canadian Pro Rodeo Sport Medicine Team. “This donation from ATB will really help our team to assess and treat competitors on-site as best, and as fast, as we can.”

In honour of the late champion bull rider Ty Pozzobon, the Ty Pozzobon Foundation aims to break the stigma and start the conversation around mental health. While Pozzobon survived a serious head injury sustained in the ring that left him unconscious for 24 minutes, his family believes his death was the result of repeated head injuries and concussions sustained during his rodeo career.

CFR47 will take place at Westerner Park in Red Deer from November 3-7, 2021. The event will be in full compliance with the Restrictions Exemption Program, requiring attendees to show proof of double vaccination or show proof of negative test. Rapid antigen testing will be available on-site for $40/test.

The CFR Cabaret entertainment line-up will also be announced soon. Follow CFR Red Deer on social media to stay informed about event updates and important announcements.


About ATB Financial

With $55.5 billion in assets, ATB Financial is an Alberta-built financial institution that is a catalyst for economic growth in our province. We got started in 1938 to help Albertans through tough economic times. Today, ATB Financial’s more than 5,000 team members love to deliver exceptional experiences to over 800,000 clients through our many branches and agencies, our 24-hour Client Care Centre, four entrepreneur centres, and our digital banking options. Everything we do is focused on how we can serve Albertans—from providing expert advice and supporting entrepreneurs to helping Albertans buy a home and grow their wealth.

For more information or interview requests, please contact: ATB Financial, Media Relations, media@atb.com.

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