Pepe Aguilar’s Go Tejano Day booking hasn’t just sparked backlash — it reopened a Houston Rodeo debate and has resulted in online petitions calling for his replacement.

From sponsorships and branding to financial literacy and mental toughness, Rodeo’s Next Up Conference offered a blueprint for rodeo’s next generation.

This article originally published at Rodeo Houston booking of San Antonio native Pepe Aguilar sparks backlash.

Creed lead singer Scott Stapp, Lizzo and Tim McGraw will perform at the 2026 Houston Livestock Show and Rodeo. Photos: Steve Campbell/Houston Chronicle; Marcus Ingram/Getty Images; Mike Lawrie/WireImage via Getty Images

The International Pro Rodeo Association (IPRA) is an Oklahoma city based rodeo group that lays claim to being the second largest professional rodeo organization. They hold their International Finals Rodeo (IFR) in Oklahoma every year as well, with the venue changing between the Lazy E in Guthrie and the fairgrounds in Oklahoma City.