Pete Coors of Coors Brewing Company Named 2024 Legend of ProRodeo

COLORADO SPRINGS, Colo. (Sept. 16, 2024) – The Coors family and rodeo go hand in hand.

Their legacy in the sport is growing even further. Pete Coors has been named the 2024 Legend of PRORODEO.

“The first thing that came to my mind when I heard the news of this honor was Donna Keffeler (the National Event Coordinator, Coors Banquet Rodeo at Molson Coors Beverage Company),” Coors said. “We wouldn’t be where we are without her and the support of the company. I truly am humbled this receive this award.”

Since 1979, Coors Brewing Company has provided millions of dollars to rodeo athletes, announcers, stock contractors, rodeo committees and barrelmen, while solidifying its position as part of the backbone of PRORODEO.

“We have always felt that rodeo has been the perfect partner with our consumers and particularly with the Coors Banquet brand,” Coors said. “I think this recognition really goes to a lot of people, who stood with the company and myself promoting PRORODEO. It took a lot of folks to get to this point.”

Over his nearly 50-year career at Coors Brewing Company, Pete held many positions, starting as a trainee in waste management to being promoted to Director of Market Research and eventually earning the President and Chairman titles. Now retired from active employment, he currently serves on the Board of Molson Coors Beverage Company.

He has also been a dedicated board member and loyal supporter of the National Western Stock Show & Rodeo in Denver, Colo., for nearly 30 years.

Coors is the 19th man to be honored as a Legend of PRORODEO, following Jake Barnes, Jim Shoulders, Clem McSpadden, Harry Vold, Larry Mahan, Shawn Davis, Dean Oliver, Donnie Gay, Benny Binion, Mel Potter, Neal Gay, Michael Gaughan, Keith Martin, Cotton Rosser, Bob Tallman, Clint Johnson, and Red Steagall.

Coors will be honored at the 19th annual Wrangler Gold Buckle Gala on Dec. 2 at the South Point Hotel and Casino in Las Vegas. Doors open at 6 p.m. (PT) with a reception and silent auction. The dinner begins at 7 p.m. with the live auction and program following dinner.

“I’m looking forward to being in Las Vegas for the Gala and having the opportunity to receive this achievement,” Coors said. “I plan to attend a few of the rodeo performances as well. It should be a great time, surrounded by great people.”