Authentic Western Sports & Entertainment Partnerships for Modern Brands
Lightning Life is the premier western sports and entertainment agency that connects brands with rodeo athletes, personalities and country music artists who live the authentic lifestyle your customers are looking for. If you’re looking for authentic access to this audience, we design and manage sponsorships and endorsements that are simple, professional and built around brands and their marketing needs.Â
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Never a "traditional agency"

"The thing I love about the cowboy hat is it is a signal of honesty and determination to do what is right when nobody is looking. Too many sports and entertainment agencies are predatory and bank off the dreams of talented people. Lightning Life is built to stand against the status quo and support athletes, artists and talent making us to NEVER be a "traditional agency"
William Neerbasch: Lightning Life Co-FounderÂ
"I care about long-term relationships, not one-off deals"
"I spent my younger years competing in rodeo. What I learned the hard way was that nobody teaches you what happens after the buzzer. You're out there making handshake deals, trusting the wrong people and wondering why your body's breaking down faster than your bank account's building up."
"I watched too many talented people who could've had long careers get burned by bad contracts or just become lost because they didn't know how to build anything beyond the next event. That's when it hit me: The current system is conditioning athletes to compete, but not to succeed!"
Scott Knudsen: The Cowboy Entrepreneur & Lightning Life Co-Founder

Focused On Your Marketing Needs
We create partnerships around the needs of our partners
Vetted Talent, Engaged Audiences
Activations Built Around Partners
International Partnerships
Access a roster of disciplined, media-trained professionals who embody prestige and grit.
Activations built around your marketing needs



