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Chelsea Sutton - Voice of 100X * Photo provided by 100X

Chelsea Sutton Announced as the “Voice of 100X”

100X continues to create high value experiences for the equine industry. It started with the launch of the 100X Reining Classic in 2023 which became the highest payout purse in reining history and continues now with the announcement of a familiar voice partnering with the producer of $6 Million reining events, Chlesea Sutton, becoming the “Voice of 100X.”

Their success comes from creating meaningful partnerships with breeders, venues and programs and now they have partnered with Chelsea Sutton, media personality, and elite event announcer, to lead the charge in distributing program awareness throughout the industry.

Not only will Sutton be the “Voice of 100X” during their four premier shows in 2024, she will also represent them throughout the year in marketing mediums to increase the reach of the 100X brands.

“Our mission is clear: to cultivate and enhance the western sports industry, contribute to its growth, and organize top-tier reining events. In growing the industry, we aim to elevate our sport’s value, paralleling the success of other professional and non-professional sports. Giving back is integral to our ethos—our stallion nomination programs feature a 0% retainage policy,” explained Co-Founder and President of 100X Shows, Carter Smith. “When stallion owners or breeders support us, we reciprocate by ensuring that all funds contribute to the purse or return to them. Our generous purses reach deep, ensuring a positive experience not only for competitors but also for those attending simply to enjoy a horse show. Once you come to a 100X Show, you will see what all the hype is about.”

Together, they are developing innovative systems and programs to enhance opportunities for exhibitors, breeders, and spectators. Their work will be on display at live events and through virtual streaming with the goal of creating excitement while providing entertainment for horse enthusiasts around the world.

“This is a dream opportunity for me. The 100X team isn’t scared to run a show differently for the benefit of the horse, rider and industry, which means I can elevate my work to a level the industry has not yet seen. As an industry, we need to retain our current participants and attract new ones. We aren’t just competing for their attention against breed shows, or Ranch Riding, we are competing against pickleball and golf. CBS Sports should be airing reining, not competitive marble racing, and we are on a mission to make it happen,” said Sutton.

Sutton will be on the microphone at all four 100X shows this year with combined payouts of $6 Million in prize money.

Cowtown Classic, Ft. Worth, TX, May 15-21

● European Classic, Paris, France, July 9-13

● Brazos Slide, Waco, TX, July 23-28

● 100X Reining Classic, Tulsa, OK, August 23-September 1

The world’s best horsemen and horsewomen will be loading up their most promising aged event horses to bring spectators a taste of greatness at every single event.

Along with the promise of showcasing reining at its best, 100X and Chelsea will be creating innovative tools to make the events even more exciting and accessible to everyone. Their multi-personality approach to audience engagement will include the use of unique displays and activations to keep everyone informed and entertained throughout the events. Western Fans will not want to miss the chance to be on the cutting edge of the 100X Events.

Spectacular Entertainment Lineup for 100X Cowtown Classic

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* Photo Provided by 100X

Following the electrifying $150,000 Super Slide Contest on Friday, May 17, attendees have been invited to experience the ultimate afterparty hosted by none other than VAVO, the dynamic DJ/Producer duo. Starting at 8:00 PM in the Will Rogers Auditorium, VAVO promises to ignite the night with their genre-bending fusion of EDM and Country Music.

Jesse Fischer and Alden Martin, the creative forces behind VAVO, have captivated audiences worldwide with their chart-topping hits. Renowned for their collaboration with industry titans like Tiësto, The Chainsmokers, and David Guetta, VAVO guarantees an unforgettable performance that pushes the boundaries of music.

On Saturday, May 18, immediately following the riveting 100X Stakes finals and awards ceremony, attendees are in for a treat with a captivating concert by none other than Ryder Grimes. Hailing from northeast Texas, Ryder Grimes embodies the spirit of authentic country music, drawing inspiration from legends such as Merle Haggard, Keith Whitley, and Tracy Lawrence. With two back-to-back Top 10 hits on the Texas Regional Radio Report chart and a forthcoming album on the horizon, Ryder Grimes is set to mesmerize audiences with his raw talent and undeniable charisma.

“As we gear up for our upcoming horse show, we’re proud to underscore our commitment to fostering emerging talent. By championing artists like Ryder and others throughout the year, we’re not only enriching our events but also playing a pivotal role in supporting the next generation of stars. Come for the horses and stay for the entertainment,” said Carly Barrick, vice president of global events.