A 2024 memo from U.S. Customs and Border Protection (USCBP) shows that rodeos are where the agency goes to recruit Border Patrol agents because it's where they are able to “target specific applicants who fit Border Patrol’s applicant profile,” reports Mother Jones.
“I think they target rodeos because they are looking for young men with a high probability of being masculine and patriotic,” one vendor at the Uvalde Palomino Fest, an annual Texas fair and rodeo, told Mother Jones. “Lots of young, rough men attend these rodeos.”
Border Patrol recruiting booths at these events have been a common sight since 2008, when USCBP began its sponsorship of the Professional Bull Riders (PBR), the largest competitive bull-riding league in the world, which brings sanctioned rodeo competitions to hundreds of cities every year, according to Mother Jones.
Bullfighters are branded with "slick jerseys declaring the event 'Protected by US Border Patrol', and, according to Andrew Giangola, PBR's vice president of strategic communications, these events 'attract fans who often value service, discipline, and patriotism—traits that align closely with the mission and culture of the Border Patrol.'"
The Trump administration has bolstered this recruiting in the "One Big Beautiful Bill Act," which earmarked billions in funding for US Immigration and Customs Enforcement and CBP expansion with perks and bonuses to attract new personnel.
One young man, Jayanjru, 18, told Mother Jones "he thinks CBP recruiters are looking for people with toughness and bravery. 'I would do it,' he says, adding, 'I would have fun doing it, too.'"
And while CPB recruiting booths can also be found in and at various gyms and athletic competitions, rodeos, Mother Jones explains, are an easier sell.
At a September 6 Tough Mudder race in Big Bear, California, Mother Jones writer Carrie Schreck asked participants if they knew about the CBP sponsorship, to which one said, "No, I didn’t know. My parents are immigrants, my girlfriend is an immigrant. If we just improved the [immigration] process, we wouldn’t need to recruit more agents."
Another racer was livid, saying “They sponsor this? F—— them. No, really. F—— them—I mean it. And you can quote me on that.”
Noting the lack of a physical recruitment booth at the race, one employee told Schreck "I think they read the room. ICE is giving them a bad name.”
And over at a PBR rodeo south of Los Angeles in Anaheim, where, Mother Jones reports, "Border Patrol branding is featured on costumes and in glowing LED advertising on the arena floor, alongside Lucas Oil and Camping World," not all attendees were as enthusiastic as those in Texas.
“I think it’s tacky; it’s weird to have something like this in Anaheim,” Orange County native Ashey told Schreck. “It’s giving big-brother vibes.”
“That’s so f—— lame,” said Xavier, an LA resident. Every person in that arena knows someone affected by the raids.”