Cowboys, Fighter Jets, and US Border Patrol: Inside Trump's Big Recruitment Drive

On a hot Saturday in Colorado Springs, 33 new military recruits were sworn in at a stadium packed with bull riders, country music fans, and government recruiters. The event — called PBR Space Cowboys — mixed professional bull riding with military pride to celebrate America's 250th birthday. But it was also a chance for the US military and Border Patrol to sign up their next generation of workers. With President Donald Trump pushing hard to grow these agencies, events like this are becoming an important tool for finding new recruits.

The rodeo was co-sponsored by Space Force, a military branch focused on protecting US interests in outer space. US Border Patrol also had a big presence, setting up a recruitment tent and SUV right in the middle of the Fan Zone outside the arena. Children playing junior rodeo games were just a few feet away from Border Patrol officers, while live country music played from a nearby stage. It was a colorful mix of Western culture and government recruiting.

PBR CEO Sean Gleason said the combination makes perfect sense. He told the BBC that rodeo cowboys believe in hard work, honesty, integrity, and selflessness — the same values needed to serve in the military or Border Patrol. Gleason has worked to build this connection between rodeo and the military for years. He said he was 'elated' the big event finally came together.

Border Patrol has been in the news a lot because of Trump's focus on stopping illegal immigration. Last summer, Trump signed a law requiring 3,000 new Border Patrol agents to be hired. This month, he signed another bill giving $70 billion to border security, with $26 billion going directly to Border Patrol. Much of that money is being used to recruit and keep agents on the job.

Those efforts are paying off in a big way. The agency recently announced it now has more than 21,000 agents — the most since it was founded in 1924. Between January and April 2025, Border Patrol received 34,650 job applications, a 44% jump compared to the same period in 2024. The Department of Homeland Security says Trump's policies are behind this 'historic spike' in interest.

Young people at the rodeo were noticing the recruiters. Eighteen-year-old Cody Price said he had never really thought about Border Patrol before he spotted the recruitment tent. Because he has asthma, he cannot join the military — but Border Patrol does not disqualify people for asthma, which made it an attractive option. He said it was good to see 'what kind of opportunities are out there.'

Another young man, 19-year-old Davin from Grand Junction, had always dreamed of joining the military like his grandfather and older brothers. But a heart condition made that impossible. After talking with a Border Patrol recruiter, he felt 'really confident' about pursuing that path instead. He said he was drawn to the idea of serving his country and making a real difference.

Space Force and the Air Force National Guard were also recruiting at the event. Space Force, created by Trump in 2019, is tasked with protecting America's interests in outer space. A spokesperson said the service wants to double in size over the next five years, and in February 2025 it exceeded its yearly recruitment goal by 125%. The rodeo gave Space Force a chance to show young people and families what careers in space defense look like.

The event also featured country music star Tim McGraw and a drone show that lit up the sky with images of a bull, a cowboy hat, and the Space Force logo. When a performer asked veterans and active-duty military members to stand up, nearly half the stadium rose to their feet. The crowd's reaction showed just how connected this community is to military service. For recruiters, a rodeo crowd full of people who value patriotism and hard work is a smart place to search for future agents.

Gleason said PBR has seen strong growth 'year after year after year.' He believes the cowboys who tamed the American West share a spirit with the Guardians of Space Force who are exploring the final frontier. As Trump continues to push for a stronger military and tighter border security, events like the PBR Space Cowboys rodeo are likely to become more common across the country.