The ESPN of Western sports
Sports Media with Richard Deitsch
Audacy
4.5 • 757 Ratings
🗓️ 3 October 2025
⏱️ 42 minutes
🧾️ Download transcript
Summary
Episode 551 of the Sports Media Podcast with Richard Deitsch features Deirdre Lester, the CEO of Teton Ridge, a leading Western sports and entertainment brands. Teton Ridge owns The Cowboy Channel, a national 24 hour broadcast and digital outlet that airs over 600 annual Professional Rodeo Cowboys Association (PRCA) sanctioned rodeos worldwide among other programming. In this podcast Lester defines the Western sports landscape and why she sees such potential there; how you expand rodeo to more people; The American Rodeo competition, which concludes at Globe Life Field in Arlington, Texas and airs on Fox; what the Cowboy Channel is and where you can see it; her previous jobs working for MLB Advance Media, ESPN, Yahoo! Sports, and Barstool, among other places; how AI playing is shaping Western sports and entertainment, and more. You can subscribe to this podcast on Apple Podcasts, Spotify, and more.
Transcript
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| 0:43.0 | TNCs apply. 18 plus. Gambleaware.org. Welcome to the sports media podcast. |
| 0:54.4 | I'm your host, Richard Dyche. |
| 0:55.2 | My producer is Patrick Antinetti. |
| 0:56.6 | This podcast or this episode will be a little bit different. |
| 1:00.2 | We have somebody from the Western sports world coming on. |
| 1:03.7 | Western sports, sort of think rodeo and everything that comes with that. |
| 1:09.7 | But it's Deirdre Lester, who is the CEO of Teton Ridge. |
| 1:15.3 | They are a leading Western sports and entertainment brand. |
| 1:19.3 | Last year they bought the Cowboy Channel, |
| 1:22.1 | which if you are in probably the western part of the United States |
| 1:26.5 | and maybe more rural than urban areas. |
| 1:29.5 | You may have heard of or you may actually get it, you know, depending on how, you know, what satellites you get. |
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