Sports and entertainment presenter AEG has acquired an interest in Grit Rock Rodeo, which operates the Wrangler ProRodeo Tour and the World's Toughest Rodeo.

Under the new partnership, AEG Events and Media, a live division of Los Angeles-based AEG, will work with Grit Rock Rodeo to expand its number of live events, television broadcasts and fans. The companies will also collaborate on live event promotion and production, merchandising, TV production and distribution, digital platforms and sponsorship sales, among other initiatives.

"There are 30 million loyal rodeo fans throughout the United States, and that number is growing steadily," Jac Sperling, chairman/CEO of Grit Rock Rodeo, said in a statement. "Our dynamic partnership will accelerate that growth to new fans and new markets."