Trump’s Unconventional Recruitment Push: Cowboys, Jets, and Border Patrol
Cowboys fighter jets and US Border – America’s 250th anniversary is being celebrated in an unexpected way at the US Air Force Academy, where Professional Bull Riders (PBR) and the Space Force joined forces for a one-time event. On a sweltering Saturday in Colorado Springs, 33 new recruits, some with youthful faces, gathered at Falcon Stadium for their swearing-in ceremony. Meanwhile, in the background, bull riders clad in chaps faced off against massive 1,600lb horned cattle, blending Western traditions with military rigor.
A Fusion of Rodeo and Military Spirit
The PBR Space Cowboys event, designed to showcase the intersection of rodeo culture and national defense, attracted over 30,000 attendees. While the spectacle aims to energize interest in rodeo, it also serves as a platform to promote military and law enforcement careers. Space Force and US Border Patrol were actively recruiting on-site, highlighting their efforts to bolster ranks during Trump’s focus on strengthening the nation’s defenses across all fronts.
According to PBR CEO Sean Gleason, the event reflects a natural alignment between the values of cowboys and those of service members. “Our cowboys, and the cowboys in our audience, they believe in hard work, honesty, integrity, helping neighbors, and selflessness,” he explained to the BBC. “These are the qualities needed to serve in the military or the Border Patrol.”
Border Patrol’s Growing Presence
Since 2008, the US Border Patrol has maintained a partnership with PBR, but recent political focus has amplified their recruitment efforts. With Trump’s emphasis on immigration control, the agency has seen a surge in interest. Last summer, he signed legislation requiring the hiring of 3,000 additional agents, and this month, a $70bn bill for border security was approved, allocating $26bn specifically to Border Patrol.
Their recruitment drive is now more visible than ever. At the rodeo, a Border Patrol SUV and tent were stationed in the Fan Zone, surrounded by children participating in junior rodeo activities. Nearby, recruiters engaged potential candidates, offering insights into the opportunities available. Cody Price, an 18-year-old planning to attend the University of Colorado Boulder, was initially unaware of the agency’s role until he encountered a group of recruiters.
“I looked into the military for a long time,” Price said. “I have asthma, and so I cannot join the military. But Border Patrol does not have an asthma [disqualifier].”
Price noted the sense of patriotism and camaraderie as appealing factors. “Trying to make a difference for your own country… and doing something yourself” resonated with him. He added that most of his male peers are now considering careers in the military or related fields, a trend mirrored in the data.
The Department of Homeland Security reported that Border Patrol received 34,650 applications between January and April 2025—44% higher than the same period in 2024. This “historic spike” underscores the effectiveness of events like the PBR collaboration in capturing public attention. For Davin, a 19-year-old from Grand Junction, the decision to explore Border Patrol was influenced by health considerations.
“The restrictions are a little less strict with the Border Patrol,” Davin remarked. “After speaking with the recruiter, I feel really confident in it after that conversation.”
While both teens value the military’s traditional appeal, they see Border Patrol as a viable alternative due to its more flexible physical requirements. This blend of cultural symbolism and practical recruitment strategies exemplifies how agencies are adapting to attract new talent in an evolving landscape.
