I’ve watched many hours of pro bullriding and rodeo on tv here in Canada and it’s always impressed me how western sports have leap-frogged showjumping in its marketing, sponsorships, and prize money.
The advantage, however, of barrel-racing, bull riding, etc., is that it enjoys mass market appeal, cowboys are a part of American mythology, showjumpers are not. Showjumping is perceived as an elitist sport, western events are perceived as exciting events pitting man (stupid one at that, how you climb on a bull w/out a helmet baffles me) against beast. Even among pro barrel riders, the prize money is huge. There is a western event on television practically every night here in Canada. Equestrian events are broadcast on a weekly basis, perhaps, in the summer and monthly in the winter.
Like the sport or not - the marketers behind pro western events have succeeded where we have not.