In a special edition commemorating the 20th anniversary of one of the industry’s biggest events, the Rodeio Itu Festival takes place from September 4 to 12. This year, to celebrate the anniversary, the festival offers a brand-new experience: on the first day of the festival, the arena will be open to the public for free!
The Rodeio Itu Festival was born out of an effort to revive the tradition of the famous rodeo festivals in Itu. According to the event’s creator, Herculano Neto, the first edition took place in 2007 at the former Novelli Júnior Stadium, better known as “Itusão.”
Twenty years later, with the tradition now revived, the event has taken a new direction and has new objectives. The main one is to bring country culture to audiences of all ages and connect generations.
With sertanejo as the festival’s main attraction, the organizers also seek to bring in artists from other genres—such as pagode, electronic, pop, forró, and piseiro—to entertain the crowd.
In addition, the festival has become a pioneer in adopting more sustainable practices. Known as the “Rodeio do Bem, ” the event has committed to offsetting its carbon emissions, and although it retains the term “rodeo” in its name, it has removed the bull riding event from the program.
The goal is now to prioritize music, culture, and entertainment, while also ensuring animal welfare.
What to expect from the 2026 Itu Rodeo Festival?
After welcoming 40,000 people in previous editions, this year the festival expects 50,000 visitors on each of the five nights. As a result, this will be the edition with the largest audience in the event’s history.
To cater to different audiences, the venue will be divided into the following sections: the main arena, the premium arena, and the Único, Prime, and Backstage VIP boxes. The VIP boxes provide free access to parties that usually last until the next day.
In addition, the rodeo features other amenities, such as premium hospitality sections with a bar, as well as reserved dining and social areas.
As for the lineup, it features established acts such as Sorriso Maroto and Guilherme & Santiago, who will open the event. They’ll be followed by Natanzinho Lima, Matheus & Kauan, Luan Santana, Pedro Sampaio, João Bosco & Vinícius, and Gusttavo Lima.
To wrap up the final day of the festival, the festival stage will also feature Zé Neto & Cristiano and Dennis DJ.
In addition, every year the festival showcases new talent, with country artists selected through an application process, review by a committee, and a public vote. This year, eight artists will be selected to perform before or after the main shows.
Among the traditions that remain alive, the event continues to feature the “three barrels” competition, in which a horse and rider navigate a course around three barrels. The winner combines speed, precision, and technique to complete the course in the shortest time possible.
Overall, the festival also features rides, games, and a Ferris wheel to entertain families. In addition, there’s an official merchandise stand and the traditional “Musa do Sertanejo” contest.
Free admission on the first day: Find out how to get tickets!
The festival takes place on September 4, 5, 6, 11, and 12 at the Itu Arena ( Deputado Archimedes Lammoglia Highway, km 18, Tapera Grande, Itu), with gates opening at 8:00 p.m.
Tickets start at R$ 60, and this year, on the first day of the festival (September 4), general admission will be free upon reserving a Rodeio Itu ticket using your CPF number.
