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!
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.
2025 Results & Impact
CFR is a major economic and cultural driver for the Edmonton region. In 2025, the event:
Attracted 43,000+ attendees.
Generated $32.4M+ in total economic impact.
Filled 18,000+ room nights at local hotels.
Supported 6,000+ jobs across local sectors.
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:
How to Participate
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 whiskey-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!
ticket promotion
How it works
CFR is proud to offer exclusive discounts and tickets as part of this program, helping build excitement for both the promotion and the Rodeo, drive foot traffic and repeat visits, and support Edmonton’s vibrant festival culture.
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.
2026 Key Timelines
May 4 – Applications of interest open
June 5 – Application of interest deadline
By June 26 – All successful applicants contacted by Explore Edmonton and next steps shared
July - August – Finalization of promotional details, content capture, creation of marketing assets
August 31 - September 4 – Signage, collateral & tickets delivered
September 5 – Promotions begin across channels
October 5 – Canadian Finals Rodeo Week kicks off!
Partners Provide
A new/custom Rodeo- or Western-themed product, event, or service promotion
Staff training to distribute vouchers & run a giveaway for tickets
Social media and other marketing efforts to promote the offer
Display of printed Feature Partner Program collateral provided by Explore Edmonton
Sales and ticket distribution tracking
Participation in post-event survey
CFR Provides
Four (4) complimentary CFR tickets to Wednesday October 7, 2026, to distribute as a public giveaway
20%-off vouchers to distribute with purchase of products or service
Direction on creative alignment (as needed)
Full marketing asset package
Professional photos & video assets for products
Complimentary CFR Rodeo Week Branding Package to dress up business
Web listing, social media features & media support
Participating businesses will receive complimentary Basic Display Packages, which include a poster, pennant banner, and a window or wall decal to proudly showcase their involvement. You can also choose from customizable add-ons to make an even bigger impact—and for every dollar you spend, we match it with additional promotional materials to boost your visibility.
Optional Add-Ons:
• Mirror Decals
• Elevator Wraps
• Exterior Window Decals
Next Steps
Review the Feature Partner Program details and processes.
Review your eligibility:
Business is 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 has 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 promotion category
Business has a visible online marketing presence and is able to successfully self-promote and work with Explore Edmonton’s marketing efforts
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!