Tough Draw Tuesday: Moments that Mattered in Puyallup
There are weekends during a rodeo season when what happens inside the arena tells only part of the story.
Puyallup was one of those weekends.
The CINCH Playoffs brought some of the best rodeo athletes in the world to Washington at a point in the season when nothing is guaranteed and every opportunity counts.
Athletes competed knowing that National Finals Rodeo positions, Playoff Series points, significant money, and spots in the Governor’s Cup in Sioux Falls were all on the line.
As the rounds played out, there was plenty for Tough Draw Sports to celebrate. Carlee Otero won the barrel racing championship. Jace Trosclair finished third in the bull riding and secured his place at the CINCH Playoffs Governor’s Cup. TJ Gray, Jacob Lees, and Dustin Egusquiza each reached Sunday’s eight-person semifinal round in their respective events.
For Trosclair, the weekend represented progress after injuries had cost him much of the early season. Damian Brennan was back in the United States after time away in Australia, returning to a rodeo season that had continued without him.
Michael Shockley, Acumatica’s senior director of events and sponsorships, was there to cheer on Acumatica-backed athletes Trosclair and Gray. His trip gave the two bull riders a chance to share the weekend with someone whose company had become an important part of their careers.
The results gave Tough Draw reason to celebrate. The circumstances behind them made the weekend worth a closer look.
When Every Opportunity Matters
A strong showing at Puyallup can open the door to another important payday before the regular season ends.
The CINCH Playoffs begin with 24 contestants in each event. By Sunday, eight remain in the semifinals, with four ultimately earning automatic qualification for the Governor’s Cup in Sioux Falls.
In September, that opportunity carries weight. The regular season is nearing its end, and for athletes still working to secure an NFR qualification, a few thousand dollars can change the outlook considerably. A good weekend can move someone several positions in the standings. A missed opportunity gets harder to replace with fewer rodeos left.
Otero arrived leading the CINCH Playoff Series barrel racing standings. Puyallup gave her an opportunity to build on a season in which she was already competing near the top of the sport.
Trosclair spent much of the summer playing catch-up. Injuries had taken him out of much of the winter and spring schedule, including the Texas Swing. His season did not get going in earnest until May, leaving him to make up ground while other athletes had months of competition behind them.
Two qualified rides carried Trosclair through the opening rounds at Puyallup. His earnings gave his NFR push a needed boost, and Shockley was there to share in a good weekend after a difficult start to the year.
“Having Michael there this weekend was really cool,” Trosclair said. “Acumatica has believed in me and supported me, and it’s become more than just having their name on my helmet. To have a good weekend, qualify for Sioux Falls, and have them there to be part of it meant a lot.”
Sioux Falls will give Trosclair another chance to keep building on his progress.
What Happens Outside the Arena
For Brennan, time away from rodeo had coincided with a major change at home.
A visa issue required him to remain in Australia longer than planned, unable to return to competition in the United States. His wife was also at home in Australia anticipating the arrival of their first child. During Brennan's stay in Australia, the couple welcomed their baby and began life as parents.
By the time Brennan returned to the United States, his family had grown, but the time left to qualify for the NFR had shortened.
Puyallup was a chance to get back to the work. The season didn't pause for a visa issue or the birth of his child, and whatever came next would still have to be earned in the arena.
Each athlete arrived in Washington with different pressures at home and different goals for the season. Those circumstances help explain why the same weekend can mean something different to everyone competing.
When the Partnership Shows Up
Shockley’s visit brought him closer to the demands of a season like that.
Anyone who has watched Trosclair or Gray compete over the past year has probably noticed their custom Acumatica-branded helmets. Puyallup gave Shockley a unique opportunity to spend time with the riders wearing them, watch them compete, and experience the sport from behind the chutes.
The partnership grew out of Acumatica’s business relationship with the Professional Rodeo Cowboys Association. Through Tough Draw, it also became a relationship with Trosclair and Gray.
“Our involvement in rodeo started through PRCA being an Acumatica customer, and it's grown from there,” Shockley said. “Last year, we became the Official ERP Software of PRORODEO and partnered with Tough Draw to sponsor T.J. Gray and Jace Trosclair. But seeing them compete live in Puyallup last weekend really puts into perspective just how much fortitude it takes to be successful in rodeo.”
The physical toll of a bull riding career was especially apparent to Shockley at close range.
“I got the chance to go behind the chutes and see these athletes and the bulls up close,” Shockley continued. “These are guys who put their bodies on the line day in and day out for months at a time, and seeing that resilience and commitment firsthand is what makes it easy to understand why Acumatica is proud to be involved. It's everything we love about rodeo, and we're excited about the possibility of seeing both TJ and Jace punch their tickets to the 2026 NFR in Vegas this December.”
Gray appreciated having him there, too.
“It was pretty cool having Michael come out and be there with us,” Gray said. “Acumatica has really bought into what Jace and I are doing, and that means a lot. I’m just grateful to have good people in my corner supporting me and what I do.”
Both riders have felt Acumatica’s support throughout the season. At Puyallup, they were able to share the experience with one of the people behind it.
More Than a Logo
A sponsorship agreement can spell out where a logo goes, what appearances are expected, and how a company will be represented. Getting to know the athlete requires time together.
People learn about each other’s families. They follow what is happening in a season and know about the difficult stretches that came before a good weekend. Eventually, there is enough shared history that a win means something to both sides. So does being there when things have not gone well.
That matters as more brands invest in Western sports. There is opportunity in the audience and the attention the sport attracts, but becoming part of the community takes an interest in the people who make it possible.
At Puyallup, that meant making the trip, spending time behind the chutes, and being there when Trosclair and Gray competed. The photo of Shockley with the two riders captured a small part of that visit. His comments afterward showed what he had taken from it: a greater appreciation for the commitment their careers require.
The athletes can make what happens in the arena look routine. Even for people around rodeo, it can be easy to forget how much goes into being ready for the next one.
There are injuries, long drives, families waiting at home, and months of competition with no guarantee of an NFR qualification. A company willing to learn about that life has more to bring to the relationship than a name on a helmet. It has a better understanding of the person representing it.
On and Off the Dirt
The pressure to finish strong will follow the athletes out of Puyallup and into the remaining weeks of the season. There are still rodeos to enter, money to win, and places in Las Vegas to earn.
That urgency is part of September. So is everything that continues alongside it: recovery, family responsibilities, and relationships that need time even when there is little to spare.
Puyallup made room for some of that time. Shockley got to experience the sport alongside the athletes Acumatica supports. Trosclair and Gray got to share what they do with someone who had invested in them. In the middle of a season measured so closely in dollars and standings, they each spoke about what it meant to have him there.
That is a part of the weekend worth remembering, too.
Continue the Conversation
What makes a partnership in Western sports feel authentic to you, and what do you think separates the brands that simply sponsor rodeo from those that truly become part of it?
Share your thoughts in the comments.
Every Tuesday, Tough Draw shares stories, conversations and observations from across the Western community, exploring the athletes, brands, businesses and relationships that continue to shape its future.
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