Deirdre Lester
Chief Executive Officer
Teton Ridge
Deirdre Lester is the Chief Executive Officer of Teton Ridge, the leading Western sports and entertainment brand. She recently led the acquisition of The Cowboy Channel and the Cowgirl Channel, solidifying NextWest’s position as the definitive authority in Western sports. This strategic acquisition secured exclusive rights to over 600 annual Professional Rodeo Cowboys Association (PRCA) sanctioned rodeos worldwide, expanding the company’s ability to connect fans, partners, and distributors with the authenticity and excitement of Western culture on a global scale.
Under her leadership, Teton Ridge has expanded its flagship Western sports properties, including The American Rodeo and The American Performance Horseman, while launching innovative original programming. Signature projects include RodeLive!, a live pre-show spotlighting major rodeo events, the acclaimed docuseries Window to the West, The MauneyCast featuring legendary bull rider JB Mauney, and the Let’s Freakin’ Rodeo podcast, hosted by top-ranked tie-down roper Ty Harris and filmmaker Cole Harris.
Before joining Teton Ridge, Lester served as CEO of Outsider, a lifestyle and media company founded by NFL star Jay Cutler, celebrating the American outdoors. Prior to that, she was the first Chief Revenue Officer at Barstool Sports, where she played a pivotal role in scaling the company’s advertising, sponsorship, and licensing revenue from $10M to $122M annually—a 1,130% increase during her five-year tenure. Her efforts included groundbreaking licensing partnerships, such as Pink Whitney, the #1 flavored spirit in North America, and strategic alliances with leading sportsbooks including FanDuel and MGM. These achievements ultimately contributed to Barstool’s $650M acquisition by PENN Entertainment in 2023.
With over 25 years of experience in media sales and marketing, Lester has held leadership roles at industry giants including CNET, ESPN, Yahoo! Sports, and MLB Advanced Media.
Under her leadership, Teton Ridge has expanded its flagship Western sports properties, including The American Rodeo and The American Performance Horseman, while launching innovative original programming. Signature projects include RodeLive!, a live pre-show spotlighting major rodeo events, the acclaimed docuseries Window to the West, The MauneyCast featuring legendary bull rider JB Mauney, and the Let’s Freakin’ Rodeo podcast, hosted by top-ranked tie-down roper Ty Harris and filmmaker Cole Harris.
Before joining Teton Ridge, Lester served as CEO of Outsider, a lifestyle and media company founded by NFL star Jay Cutler, celebrating the American outdoors. Prior to that, she was the first Chief Revenue Officer at Barstool Sports, where she played a pivotal role in scaling the company’s advertising, sponsorship, and licensing revenue from $10M to $122M annually—a 1,130% increase during her five-year tenure. Her efforts included groundbreaking licensing partnerships, such as Pink Whitney, the #1 flavored spirit in North America, and strategic alliances with leading sportsbooks including FanDuel and MGM. These achievements ultimately contributed to Barstool’s $650M acquisition by PENN Entertainment in 2023.
With over 25 years of experience in media sales and marketing, Lester has held leadership roles at industry giants including CNET, ESPN, Yahoo! Sports, and MLB Advanced Media.