Beyond the Arena: How a Tractor Fuels a Rodeo's Community Mission

LAS VEGAS, NV – December 05, 2025 – Amid the glittering backdrop of the Professional Rodeo Cowboy Association (PRCA) Awards Banquet, a different kind of horsepower took center stage. AGCO Corporation’s Massey Ferguson brand, a name synonymous with agricultural machinery, awarded a new 4700 Series tractor to Prescott Frontier Days, home of the “World’s Oldest Rodeo.” While the prize is a piece of heavy-duty equipment, the award itself—the Sowing Good Deeds honor—spotlights a powerful trend: the evolution of traditional institutions into dynamic hubs of community service and strategic corporate philanthropy that strengthens rural America.

This isn't merely a story about a donation. It's an examination of how a 137-year-old rodeo committee has become a blueprint for social impact and how a global agricultural giant is using its brand to cultivate something far more valuable than crops: brand loyalty and community resilience.

More Than Dust and Buckles: A Modern Civic Engine

For many, the word “rodeo” conjures images of bucking broncos and eight-second rides. But for the community of Prescott, Arizona, it represents a year-round engine for social good. Founded in 1888, Prescott Frontier Days, Inc. operates as a non-profit, and its commitment to service is as foundational as its storied history. In 2024 alone, the committee’s outreach touched over 30 local organizations, from youth development programs and veterans’ groups to food banks and schools.

This impact is guided by a simple but powerful ethos: “We Rodeo, We Give.” The phrase is more than a tagline; it’s a mission statement that manifests in a diverse portfolio of initiatives. The Prescott Frontier Days Foundation actively funds scholarships, partnering with Yavapai College to support students pursuing degrees in equine studies, large livestock management, and agriculture—directly investing in the next generation of rural leaders. Their support extends to health and healing through the “Ridin’ for a Cure” program, which has raised tens of thousands of dollars for local cancer patients and treatment centers.

“Winning this award is an incredible honor,” said Kymberli Lopez, Prescott Frontier Days Rodeo Committee President. “We take pride in our history, but even more in how we’ve used our platform to serve others.”

This platform is built on the shoulders of volunteers. With a core of over 200 active members and a surge to nearly 1,000 volunteers during its peak season, the organization exemplifies a grassroots commitment to service. They host food drives, provide tickets and facility access for other charities’ fundraisers, and run an “Exceptional Champs Rodeo” in partnership with local non-profits to create an inclusive rodeo experience for individuals with special needs. This deep integration into the community’s fabric is precisely what the Sowing Good Deeds award is designed to recognize.

The Strategic Philanthropy of Sowing Good Deeds

The Sowing Good Deeds contest, now in its ninth year, is a masterclass in strategic corporate social responsibility. For Massey Ferguson and its parent company, AGCO, the program is a direct line to its core customer base. It reinforces the brand’s identity not just as a manufacturer of farm equipment, but as a partner in the agricultural lifestyle. By celebrating the unsung charitable work of rodeo committees, Massey Ferguson builds powerful emotional equity and brand loyalty in tight-knit rural communities.

“Prescott Frontier Days captures the heart of western tradition while giving back generously to its local community,” noted Matt LeCroy, representing Massey Ferguson North America. “At Massey Ferguson, we’re proud to champion those who sow good deeds and enrich rural life.”

This initiative is a key component of AGCO’s broader “Farmer-First” strategy, which intertwines business objectives with environmental and social governance. The company’s public commitments to decarbonizing its operations and its extensive work through the AGCO Agriculture Foundation—which has supported over 350,000 people globally—show that Sowing Good Deeds is not an isolated gesture. It is a deliberate, brand-aligned action that demonstrates a deep understanding of its market. The partnership with the PRCA is equally strategic, allowing the rodeo’s governing body to amplify a positive narrative about the sport’s significant, yet often overlooked, charitable footprint.

“PRCA committees like Prescott Frontier Days embody the giving spirit that defines our sport,” said Tom Glause, PRCA CEO. “Through our partnership with Massey Ferguson, we’re proud to highlight and reward the incredible good these organizations do.”

A Legacy of Innovation in Outreach

What makes Prescott Frontier Days a particularly compelling winner is its ability to innovate while honoring its profound heritage. An institution dating back to the 19th century could easily become a static museum piece. Instead, Prescott has used its legacy as a launchpad for modern outreach. Events like the annual Heritage Parade and Cowboy Church preserve cultural traditions, while educational programs like “Rodeo 101” actively connect local students with the history of ranching and Western life, ensuring that heritage is a living, breathing part of the community’s future.

This balance of preservation and progress serves as a powerful model for other legacy organizations. It demonstrates that history can be a unique asset in driving contemporary social impact, creating a narrative that resonates with donors, volunteers, and the community at large. By honoring fallen heroes with a Memorial Roping event and simultaneously creating new, inclusive events, the committee proves that tradition and innovation are not mutually exclusive.

The Right Tool for a Growing Mission

The prize itself—a Massey Ferguson 4700 Series tractor—is far from symbolic. This heavy-duty utility tractor, engineered with a fuel-efficient AGCO Power engine and a best-in-class base weight, is a tangible asset that directly empowers Prescott’s mission. The organization’s work depends on the meticulous maintenance of its extensive rodeo grounds and facilities. The tractor’s versatility and power will streamline everything from arena preparation and hauling materials to groundskeeping and event setup.

This infusion of modern technology creates operational efficiency, freeing up financial resources and volunteer hours that can be redirected from manual labor toward expanding their community programs. As Lopez stated, “The Massey Ferguson tractor will help us extend that mission further, maintaining our facilities and supporting local programs throughout the year.” It is the perfect example of a company providing not just funds, but a functional tool that multiplies the recipient’s capacity for good. For the World's Oldest Rodeo, the new engine of its community mission runs on diesel, dedication, and the enduring spirit of giving back.