Diageo’s portfolio includes Crown Royal, Casamigos, and Ketel One - brands that have been closely associated with sports, nightlife, and lifestyle marketing nationwide. The company’s decision to step away adds to a growing list of sponsors and public entities distancing themselves from the increasingly controversial rodeo.
The withdrawal follows the San Diego Tourism Marketing District’s decision not to provide its annual $150,000 subsidy for the first time since the rodeo began, as well as Monster Energy’s earlier exit as a sponsor of the 2026 event. Together, these moves represent a significant erosion of financial support just weeks before final preparations for the three-day rodeo are expected to ramp up.
Despite the sponsor losses, the San Diego Rodeo remains scheduled to take place January 16–18, 2026, marking its third consecutive year at Petco Park. The event has been under intense scrutiny following a series of animal injuries and deaths during its first two iterations.
During the inaugural rodeo in January 2024, a horse named Waco Kid panicked during an Indigenous Relay Race, crashed into a metal barricade, and suffered catastrophic injuries. The following year, a mare nearly 11 months pregnant collapsed after a saddle bronc performance and later died along with her unborn foal. Both incidents triggered protests, public records requests, and calls for stronger oversight.
An investigation by the San Diego Humane Society declined to pursue criminal charges but acknowledged that it is considered “common” for pregnant horses to participate in saddle bronc competitions—an admission that alarmed critics and undermined assurances from organizers that animal safety was a priority. No prohibition on the use of pregnant horses has been included in the permit for the 2026 rodeo.
The financial pullback coincides with mounting legal pressure. A lawsuit filed by animal advocacy groups against both C5 Rodeo and the Padres organization - alleging unlawful business practices related to animal treatment - has survived multiple dismissal attempts and is scheduled for trial shortly before the rodeo is set to begin.
The controversy has also reached the editorial pages. A recent San Diego Union-Tribune opinion piece sharply criticized city officials for allowing the rodeo to proceed despite the incidents and highlighted the growing financial consequences now facing the event, including the withdrawal of major sponsors.
Industry observers say Diageo’s decision reflects a broader shift among national brands that are increasingly cautious about associating with events carrying reputational, legal, and ethical risks. While Diageo has not publicly explained its reasoning, the company’s exit further isolates the rodeo as it moves closer to its January dates.
With public funding gone, sponsors retreating, and litigation pending, questions continue to swirl about the long-term future of the Padres Rodeo. While the event remains on the calendar for January 16-18, 2026, its financial stability and viability beyond this year appear increasingly uncertain.
Originally published on December 22, 2025.