Rodeo
Rodeo

U.S. Customs and Border Protection (CBP) has intensified its recruitment efforts through rodeo sponsorships and other athletic events, according to a new report. Concretely, Mother Jones found that Border Patrol is spending $15 million over five years to attract new agents through partnerships with the Professional Bull Riders (PBR) league and similar venues.

Border Patrol's presence at rodeos dates back to 2008, when the agency began sponsoring PBR, the world's largest bull-riding circuit. After a hiatus during the Obama administration, the partnership was reinstated under President Donald Trump's first presidency. In 2019, the government allocated $3 million annually for five consecutive fiscal years, bringing the total to $15 million. The funding supports recruitment booths, branded uniforms, and in-arena promotions at events attended by young rodeo fans.

At PBR competitions, bullfighters now wear jerseys reading "Protected by U.S. Border Patrol," and mounted pickup riders display the agency's logo on their gear. A 2024 CBP hiring report cited by Mother Jones says recruiters attend rodeos to "target specific applicants who fit Border Patrol's applicant profile," focusing on individuals with traits like discipline and patriotism.

Andrew Giangola, PBR's vice president of strategic communications, told the site that the events attract "fans who often value service, discipline, and patriotism—traits that align closely with the mission and culture of the Border Patrol."

The same report noted that Border Patrol recruiters are also active at colleges, job fairs, CrossFit gyms, Spartan Races, and Tough Mudder events. At a recent Tough Mudder in California, some participants expressed surprise that the agency was a sponsor, while others said they supported the effort as an opportunity for public service.

The recruitment push coincides with a broader expansion of immigration enforcement under the Department of Homeland Security (DHS). Recent data cited by the Cato Institute shows that ICE's Enforcement and Removal Operations (ERO) has drawn support from more than 40,000 personnel across federal, state, and local agencies.

ICE has also been recruiting local law enforcement through 287(g) partnerships and offering incentives such as signing bonuses and loan forgiveness.

In an official statement issued in mid-September, DHS said ICE had received more than 150,000 job applications and extended over 18,000 tentative offers. "Americans are answering their country's call to serve," said Homeland Security Secretary Kristi Noem. The agency has advertised bonuses of up to $50,000, student loan repayment, and enhanced retirement benefits to attract new hires.

Originally published on Latin Times