Butch Knowles brings cowboy authenticity to network TV’s Wrangler National Finals Rodeo coverage.
Voice matters in every professional, big money, nationally broadcast sport. The play-by-play, analysts, and color commentators can enhance the fan’s experience or make it too annoying to listen to. There is no in-between. Butch Knowles, the veteran voice of the Wrangler National Finals Rodeo’s CBS Sports broadcast is one of the good guys.
“When I was high school rodeoing, I worked every event,” Knowles says. “I just thought that’s how you did it.”
When Knowles joined the PRCA in 1974, he cut down his work load by only entering the bareback riding, saddle bronc riding, and bull riding. The bull riding was the first to go, followed by barebacks allowing the tough, young hand to focus on his true love, bronc riding. Four times he’d qualify for the NFR, winning the average in 1987.
During that time, Knowles worked with rodeo icon and community activist, Jack Hannum, when the PRCA launched their national judging seminar program.
“Jack was many things, but first ... he was a teacher,” Knowles recalls. “He helped me hone my ability to communicate clearly.”
Hockey also played a part in the philosophy he brings to his work as a broadcaster. As a general rule, Oregon cowboys don’t get much exposure to hockey. Butch rodeoed in Canada quite a bit. He’s a bigger man and the stout, hard-bucking Canadian horses fit his style. During the 1984 Winter Olympics, he was traveling with Canadian cowboys when the U.S. beat Russia in the famous Miracle On Ice. They were glued to the unfolding drama during that time and taught him the game.
From that experience, he learned how to “translate” ... to speak to those new rodeo viewers who might not understand the nuances of the diverse collection of events and their specific rules. He learned to speak universally and to use that universal language to win fans while keeping the sport’s specific language pure.
The specialized skill set he was developing didn’t go unnoticed. Knowles got the call to work with the western entertainer who discovered Reba McEntire, Red Steagall, to announce the Dodge National Circuit Finals Rodeo in Pocatello, Idaho. Red provided the play-by-play, Butch was the analyst.
By the time NFR rolled around in 1989, he was invited to work rodeo’s world series with the father and son-in-law team of Hadley Barrett and Randy Corley. Five years later, he’d hang up his spurs and swap the bronc rein for a microphone. The perfect skill set he’d developed, love of the game and natural ability to inform even the savviest rodeo fan continues to win hearts for a sport that is, by nature, difficult to follow.
Voices matter. But more importantly, it’s the purist’s passion for the game. Butch Knowles has it all and continues to play a huge part in broadening the viewership of American’s homegrown sport.
