The National Finals Rodeo, organized by the Professional Rodeo Cowboys Association, is the premier championship rodeo event in the United States. Wrangler Jeans is the title sponsor for the 10-day event, commonly just called the National Finals or NFR, which is also sometimes referred to as the World Series of Rodeo and the Super Bowl of Rodeo. The NFR is held each year in the first full week of December, at the Thomas & Mack Center on the campus of the University of Nevada, Las Vegas (UNLV) in Paradise, Nevada