Overview

• On-the-ground reporting documents active CBP recruiting booths and Border Patrol branding at recent rodeos, including Uvalde and PBR arena events.
• A 2024 CBP hiring report details a plan to target candidates at rodeos, colleges, and fitness events such as CrossFit, Spartan Race, and Tough Mudder.
• PBR’s partnership began in 2008 and included a 2019 allocation of $3 million annually for five years, with arena signage, branded gear, and occasional agent rappels.
• Current incentives offer $20,000 for new Border Patrol hires with an additional $10,000 for priority locations, supported by President Trump’s legislation.
• Reaction is polarized, with protests and some events reducing visible recruitment, and concerns heightened by ICE–CBP overlap and recent off‑border actions by agents.