The Sowing Good Deeds Award, an annual honor developed by the agricultural machinery manufacturer Massey Ferguson®, recognizes help given to charities, community involvement, and educational events of local Professional Rodeo Cowboy Association (PRCA) rodeo committees have given to their schools, cities, and the youth-oriented agricultural community. The winning rodeo committee, our own Prescott Frontier Days® — World’s Oldest Rodeo® won a new Massey Ferguson tractor with loader, valued at over $60,000, as the grand prize winner named at the PRCA Awards Banquet in at the South Point Hotel Casino & Spa, Las Vegas, Nevada, on December 3, 2025.
The Sowing Good Deeds award highlights the generosity of PFD and how the organization gives back to the community. PFD mentions and thanks the following groups: • Yvonne Gibbs, PFD Volunteer who organized and prepared the information for the award • Folks at Massey Ferguson, who have indeed helped us lift up our community; • General Manager, Jim Dewey Brown and PFD Rodeo Office staff who scoured their computers for the dates, times, and places we donated;• PFD rodeo committee chairs and Board of Directors, who gave so much of their time and hearts to make events successful; and • The Prescott community and our other local cities who attended our events and gave so willingly. Matt LeCroy, Director, Sales West for Massey Ferguson North America, stated “Rodeos play a crucial role in the cultural and economic landscape of America, yet they often go underappreciated. These groups dedicate themselves to uplifting their communities — not only by boosting local economies but also by supporting agricultural youth programs like FFA and 4-H, which are essential to the future of our industry. The Sowing Good Deeds initiative highlights the generosity and hard work of rodeo committees across the country. We’re honored to celebrate these dedicated individuals who generously contribute their time and skills to strengthen agricultural communities.” Prescott Frontier Days thanks Matt LeCroy and the Hesston Massey Ferguson team, for a spectacular night and your exceptional generosity! For a more complete look at how the Prescott rodeo gives back to the community, please see the new “We Rodeo We Give” page here: https://worldsoldestrodeo.com/we-rodeo-we-give/ Other PFD award or event recognitions at the 2025 NFR Include: WPRA, Justin Boots Best Footing Award – Turquoise Rodeo Circuit – 1st Place Justin Boots Crisis Fund, PFD raises $35,000 for injured cowboys