Calgary Stampede partnership grows

Imperial is lassoing in a new kind of legacy, backing the high-speed, high-impact debut of Ladies Breakaway Roping at the 2025 Calgary Stampede Rodeo.

This marks the first time since 1979 that a new event has earned a spot in the iconic Stampede arena. And what a ride it promises to be.

Breakaway roping is one of the fastest-growing events in rodeo, where cowgirls deliver lightning-fast loops in two seconds or less. It’s the kind of high-stakes, high-skill action that captures the heart of rodeo — and now, thanks to Imperial, it’s front and centre on Stampede’s biggest stage.

Competitors in Ladies Breakaway Roping will vie for equal prize money alongside the other six major rodeo disciplines, a decision that ropes in progress and reinforces the Stampede’s commitment to equality in sport. Imperial’s support sends a clear message: the future of rodeo includes everyone who can ride, rope, and rise to the challenge.

And Imperial’s investment in the Stampede goes well beyond the arena dirt. As the Official Fuel Sponsor of the Calgary Stampede through our Esso™ and Mobil™ brands, Imperial helps power the event’s 120-vehicle fleet — from livestock trailers to support trucks — ensuring that the Stampede runs as smoothly as the chute gates.

We also support youth programming, including the Kids’ Chuck Challenge, an initiative that keeps Western traditions alive by passing the reins to the next generation. It’s a boots-on-the-ground approach to community engagement that reflects the company’s deep roots in Calgary and across Alberta.

So as the chutes swing open this July and the cowgirls of breakaway roping blaze into Stampede history, it’s clear that Imperial isn’t just fueling the rodeo — we're helping shape its future, one loop at a time.