Acumatica recently signed a multi‑year agreement to become the official ERP software provider of the PRCA and National Finals Rodeo. The rodeo organization will move its back‑office operations – including financials, logistics, and membership services -onto Acumatica Cloud ERP.
The PRCA is no small sideshow. In 2024 alone, it ran over 800 sanctioned events, paid out north of $75 million in prize money, and claims an audience in the tens of millions. Acumatica, in turn, gets its name front and center at high‑visibility events, especially the National Finals Rodeo which pulls in over 170,000 live attendees.
This kind of branding move raises questions for the channel. It’s clearly about broadening Acumatica’s market exposure, but is it just spectacle or is there a deeper partner or product strategy in play? And perhaps more urgently: will a mechanical bull be available at the upcoming Acumatica Summit, January 25–28, 2026 in Seattle?
