Mack Altizer

Mack Altizer was a pioneer in the rodeo world who revitalized bull riding almost singlehandedly. He introduced high-energy and modern marketing techniques into rodeo events beginning in the early 1980s. Today, no rodeo is without rock-and-roll music excitement, lighting, and announcing during the bull riding go-rounds. To Altizer, rodeo was all about the fan experience, and he saw traditional rodeos back then as in need of more “show business.” Altizer was known for pushing for higher payouts for performing cowboy contestants. Stock contractors began breeding their bulls and in order to obtain the highest price for the bull’s sperm, those bulls required a high level of fame. Instead of having the rodeo committee at a particular rodeo pay a stock contractor to bring his bulls, stock contractors competed with each other to bring their bulls for free.