ABSTRACT
This chapter analyzes and assesses the socio-cultural significance of U2 Rodeo Productions and the Cowboys of Color Invitational Rodeo Tour on the undocumented sport history of the African American rodeo cowboy, as well as their contemporary societal contributions. Contrary to other minority-produced and smaller mainstream rodeo companies, U2 Rodeo has placed considerable emphasis on what marketing researchers have referred to as the "4Ps", "4Ps Plus", or "Five Ps", and their interrelatedness to quality event delivery. The online computer and mail-in registration procedures employed by U2 Rodeo compliments its structure and expedites product delivery. Unlike their rodeo company counterparts, U2 Rodeo purports to address some of the perceived needs of ethnic minority rodeo cowboys and cowgirls, as well as their respective fan base. Cultural awareness and minority empowerment through education have been essential aspects of U2 Rodeo Productions' community involvement mission since its inception.
