SADDLE UP, EDMONTON!
From October 5-11, 2026, the city will come alive with the spirit of the west as we celebrate Canadian Finals Rodeo Week. While the CFR itself takes centre stage live at Rogers Place on October 7-10, Rodeo Week brings the entire community to the celebration.
Explore Edmonton invites local businesses to get involved by hosting events or creating themed products or services. Whether it's a western-themed brunch, a country music night, or a signature treat, we want to see your business shine under the rodeo lights!
WHAT IS THE FEATURE PARTNER PROGRAM?
The Feature Partner Program connects the local business community with the excitement and audience of the Canadian Finals Rodeo through marketing collaboration, business spotlights, and new feature promotions for Edmontonians to enjoy.
How We’ll Win Together:
Your Role as a partner:
Produce a new, custom Rodeo- or Western-themed product, event, or service promotion
Market offer through storefront and social media efforts
Display Feature Partner Program collateral provided by Explore Edmonton
Provide staff training, sales, and distribution tracking
Our commitment to you:
Provide 20%-off CFR vouchers to distribute to customers in conjunction with the Feature Partner promotions
Four (4) complimentary CFR tickets to Wednesday October 7, 2026, to distribute as a public giveaway
Assist on marketing effort through photo and video assets, creative direction, and a complimentary branding package
Feature businesses on social media and the CFR website
Ready to Join the Ride?
Next Steps
Review the Feature Partner Program details, processes, and your eligibility in the FAQ below.
Submit your application before June 5.
We’ll follow up with you by June 26 with next steps.
Collaborate with our team and get ready to go live in September!
2025 Partners and Testimonials
Twice Cream
Twice Cream created a one-of-a-kind Cowboy Coffee Crunch ice cream, available throughout Rodeo Week. This product was showcased at both the CFR Media Launch and Kickoff Reception, earning them premium visibility with media, influencers, and VIP guests. Check out the reel they created to promote their limited-edition flavour:
Why Participate?
Strong Brand Exposure
Professional Marketing Support
Increased Traffic & Revenue
CFR Campaigns: Your business’ events, products, or services will be featured in CFR marketing campaigns, including social media and newsletters, and your business will be linked directly from the CFR website.
CFR Week Recognition: Gain visibility as a part of the Canadian Finals Rodeo Week, connecting your brand with thousands of CFR attendees.
Signage & Collateral Materials: Receive complimentary Canadian Finals Rodeo-branded materials to help market and promote your product, service, or event.
Digital Assets: Access to professionally designed social media templates, brand guidelines, and references to help you streamline your marketing efforts.
CFR Tickets and Discounts: The program encourages in-store visits and boosts overall sales by pairing the promotion with a 20% discount on CFR tickets and more to give away.
Audience exposure: Your business gets increased city-wide exposure through the CFR and Explore Edmonton marketing platforms. By participating, you’ll showcase your commitment to Edmonton’s community and culture, strengthening your brand’s reputation as a local leader.
WAYS TO SADDLE UP
1. Feature Product
3. Themed Promotion
2. Special Event
Build a CFR-inspired limited-edition product to sell alongside your regular menu or retail items. Create a championship cocktail or burger with locally sourced ingredients, launch a whisky-and-leather candle scent, or market a Rodeo-exclusive new jacket that'll knock a cowboy’s boots off.
Maybe your dream promo isn’t quite a product and isn’t quite an event—that's okay! Hold a thematic or discounted version of your service in celebration of the Canadian Finals Rodeo. Get customers to “Yeehaw!” for a portion upgrade, hold a sale on your Western wear, or offer a special experience to promote the rodeo.
Host a special event during Canadian Finals Rodeo Week that will get your customers excited about the rodeo! Turn your dance music “country” for a night and host some line dance lessons, tag some local musicians for an open mic series, hold a paint night, or even screen the CFR broadcast as it’s happening!
FAQ's
What are the eligibility requirements for the Feature Partner Program?
Participating businesses must be locally owned, operated, and headquartered in Alberta and operating within the Edmonton Metropolitan Region (Edmonton, St. Albert, Sherwood Park, Beaumont, Leduc, Devon, Spruce Grove, Stony Plain, Fort Saskatchewan, Morinville, Parkland County, Strathcona County, Sturgeon County).
Business must have a physical storefront location for guests to visit.
Business has been established and in operation for over 6 months.
Business exhibits capacity to execute the program based on its chosen promotional category.
Business has a visible online marketing presence and is able to successfully self-promote and work with Explore Edmonton’s marketing efforts.
How does the ticket distribution work?
What is in the branding package?
IMPORTANT DATES
The Application: May 4 – June 5
The Selection: Notification by June 26
The Prep: July – August (Creative & Asset Finalization)
The Delivery: Signage & Tickets arrive by September 4
The Show: Promotion starts September 5 | CFR Week starts October 5
What does the CFR do for Edmonton
Customers will receive 20% off single-day CFR tickets when they purchase a featured product or service or attend a participating event. CFR will provide paper vouchers for distribution, making the program simple and flexible for both staff and customers.
CFR will also provide four (4) tickets to the Wednesday, October 7, 2026 performance for customer giveaways, which businesses can use in ways that suit their operations.
Participating businesses will receive complimentary Basic Display Packages based on their promotion type, which may include posters, pennant banners, window or wall decals, and storefront A-frames to proudly showcase their involvement. Businesses may also select additional materials at cost to tailor their promotion and elevate the sales experience.
CFR is a major economic and cultural driver for the Edmonton region, and in 2025 the event attracted more than 43,000 attendees, generated over $32.4 million in total economic impact, filled more than 18,000 local hotel room nights, and supported over 6,000 jobs across a wide range of local sectors.
