A veteran marketing executive, David Allen took the reins as General Manager of NILE in February of
2024. Allen a Laurel, Montana resident brings over 50 years of experience managing and marketing in
various sports fields, including PRCA ProRodeo, Wrangler Brand, NASCAR, PBR and wildlife
conservation as CEO of RMEF.
“The NILE Board is pleased we could negotiate a contract with David to bring us a great deal of
management experience in the western lifestyle culture. He has extensive background in managing for efficiency and growth, both needs we have at NILE,” stated NILE President Bobby Miller.
Allen a native of Deadwood, SD served as the first National Media Director of PRCA ProRodeo followed
by an extended period time in North Carolina at Wrangler Brand as Director of Special Events where he managed marketing programs for Wrangler with Dale Earnhardt/Richard Childress Racing, PRCA
(including the Wrangler Bull Fights), a Willie Nelson Tour sponsorship, AMA motocross and more.
In early 1990 Allen continued his career from the Charlotte area of NC with Earnhardt and Hall of Fame
NASCAR team owner Richard Childress creating Champion Sports Group to manage sponsorships and
marketing for multiple NASCAR teams. Allen owned this marketing agency until 2005. “Dale and Richard were the center of my world beyond my family. I was so fortunate to be there with them at that time in NASCAR history.” Allen also partnered with rodeo legend Ty Murray as the two produced the Ty Murray Invitational PBR event in Albuquerque for 26 years. PBR awarded Allen the Jim Shoulders Lifetime Achievement award in 2014. Allen accepted a seat on the Board of the Rocky Mountain Elk Foundation (RMEF) in 2003. Three years later he was named CEO of RMEF a position he held until 2018. “There were some significant challenges at RMEF at first, primarily a very large debt. We eliminated the debt in about four years thanks to the work and dedication of the RMEF staff. We also began to look at marketing and promoting RMEF in a very different way, I think it has worked very well. They are still the hardest working staff in all of wildlife conservation,” Allen stated.
One of Allen’s last projects at RMEF was to initiate the Hunter and Outdoor Christmas trade show at the National Finals Rodeo (NFR) in conjunction with Cowboy Christmas. “The rodeo demographic is a great match for a group like RMEF. Steve Decker and his staff have done amazing things with the show since we started it almost a decade ago now. The western lifestyle crowd is very supportive of the outdoors and wildlife. It is a win-win and I am proud of how it has boomed in growth.”
Allen comes to the NILE position that oversees multiple western lifestyle events including the MATE Show (47 years as Montana’s leading Ag trade show), a PRCA ProRodeo, a large stock show, horse show and ranch rodeo. “There is a great western legacy here at NILE. We are going to build on that and rededicate our focus and goals on promoting western sports and the critical Ag culture. Ag is a significant economy in these parts and Montana is the poster child for western lifestyle. We intend to accentuate this legacy and make some changes,” he explained.
“There has never been a better time for the growth of western sports and Ag. Billings and the market area from Wyoming to Canada and from the Missouri River to much of North and South Dakota represents our playground so to speak. I’m excited to see what we can create,” Allen finished
