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Tough Enough to Wear Pink

Date: July 17, 2014

The California Rodeo Salinas started supporting the Wrangler Tough Enough to Wear Pink program in 2005. This year-long, western-industry-wide fundraiser to raise awareness and funds for breast cancer research kicked off at the Wrangler National Finals Rodeo in Las Vegas in December of 2004. While pink is not typically associated with rough and rugged cowboys and cowgirls, this program has been a phenomenal success. The Tough Enough to Wear Pink Night has helped to raise almost $20 million dollars- raised collectively by rodeos involved in the program since its inception 10 years ago. One of the best things about Wrangler’s Tough Enough to Wear Pink Campaign is that the money earned impacts local organizations of the rodeo's choice. Since 2005, the California Rodeo Salinas Association donated over $45,000 to breast cancer causes.

The California Rodeo is once again revving up our Tough Enough to Wear Pink (TETWP) campaign by partnering with Salinas Valley Memorial Hospital (SVMH). The funds generated by our joint efforts will be donated to the Nancy Ausonio Mammography Center.

Plans to raise money include $1 from each ticket sold being donated from the Thursday July 17th, 2014 Rodeo Performance - make sure you wear your pink shirt!




  • Famous Daves

    Champion Sponsor

  • Rabobank

    TETWP Night Sponsor

  • Wrangler

    Tough Enough to Wear Pink

  • Toni Michelle-Salon

    Champion Sponsor