OnDeck Partners rolls out bull riding, music festival and holiday lights at ballparks

OnDeck Partners is launching three off-season events at Minor League Baseball parks in Montgomery and Visalia starting in September and running through early January. The company says the programming is meant to turn ballparks into year-round community destinations and create new sponsorship opportunities.

Why it matters: - OnDeck Partners is trying to extend ballpark revenue and relevance beyond baseball season. - The new programming gives the Montgomery Biscuits and Visalia Rawhide additional reasons for fans, families and sponsors to visit the parks in the fall and winter. - The plan is meant to position Minor League Baseball venues as community hubs, not just game-day facilities.

What happened: - OnDeck Partners announced three off-season initiatives across its Minor League Baseball portfolio on July 30, 2026. - The lineup includes Biscuits & Bulls at DABOS Park in Montgomery, Alabama; Rawhide Music Festival at Valley Strong Ballpark in Visalia, California; and Ballpark Lights at both parks. - The programs begin in September 2026 and continue through early January 2027. - OnDeck is backed by Marc Lasry’s Avenue Sports Fund. - Mike Carney, CEO of OnDeck Partners, said the goal is to reimagine ballparks as year-round gathering places.

The details: - Biscuits & Bulls runs Sept. 25-26, 2026, at DABOS Park. - The Montgomery event features professional bull riding, freestyle bullfighting and competitive bull game action. - Tickets for Biscuits & Bulls are available now. - Luke Kaufman, CEO of Ultimate Bullfighters, said the show will combine elite riders, bullfighters and animal athletes in a fast-paced format. - Michael Murphy, general manager of the Montgomery Biscuits, said the event is part of a push to make DABOS Park a place fans return to year-round. - Rawhide Music Festival runs Oct. 24-25, 2026, at Valley Strong Ballpark. - Day 1 will feature a to-be-announced act. - Day 2 will feature Los Tucanes de Tijuana, with special guest Tapy Quintero. - Groppetti Automotive and Momentum Broadcasting are presenting partners for the festival. - Don Groppetti, president of Groppetti Automotive and managing general partner and owner of Momentum Broadcasting, said the collaboration builds on the family businesses’ history of supporting community music events. - Julian Rifkind, general manager of the Visalia Rawhide, said the festival is intended to connect the ballpark with new audiences across the Central Valley. - Ballpark Lights runs Nov. 27, 2026, through Jan. 3, 2027, at DABOS Park and Valley Strong Ballpark. - The holiday experience includes eight concourse attractions, nightly themed programming, photos with Santa and live entertainment. - Planned themed environments include Under the Sea, The Zoo, Tunnel of Lights, North Pole Sports, World Wonders and 12 Days of Christmas. - Nightly theme nights include Ugly Sweater Night, Cowboy Christmas, Ladies Night, Scout Night, Teacher Appreciation Night, Brew Fest + Christmas Karaoke, Silver Bells + Bingo and Black Friday Kickoff. - OnDeck said the three events create brand partnership openings across title, presenting and supporting sponsorship tiers. - Interested organizations can contact Lucas Denning, VP of corporate business, at lucas@ondeckpartners.com.

Between the lines: - The announcement shows OnDeck leaning into off-season live events as a business strategy, not just a fan experience play. - The mix of rodeo, concerts and holiday programming suggests the company is targeting different audiences across the same venues to broaden attendance. - The sponsorship pitch signals OnDeck wants these parks to function as year-round media and marketing platforms as well as sports facilities.

What's next: - Biscuits & Bulls is first up in late September. - Rawhide Music Festival follows in late October. - Ballpark Lights opens at the end of November and runs into early January. - OnDeck is likely to use the results of these events to support its broader year-round community hub model across its portfolio.

The bottom line: - OnDeck Partners is betting that minor league ballparks can do more than host baseball — and that off-season entertainment can help prove it.