Peyton Manning's Omaha, Wheelhouse back BBQ circuit chasing $1M purse
What's the deal? The BBQ World Cup & Expo has raised early-stage venture funding from Wheelhouse, the content and talent company founded by Brent Montgomery, and Omaha ProductionsDealroom has a profile for this one. Try Dealroom →, founded by Peyton Manning. The amount and terms were not disclosed.
What's the endgame? The company wants to turn a fragmented competitive-barbecue scene into a season-long sports property. Its first season connects 51 qualifying events across 13 countries, with the top 100 pitmasters advancing to a four-day final in Las Vegas, April 8-11, 2027.
That final, hosted by Caesars EntertainmentDealroom has a profile for this one. Try Dealroom → on the Strip, carries a $1 million purse and expects 30,000 to 40,000 fans.
Where the money goes: Three priorities. Building the inaugural Las Vegas event; expanding BBQ United, a year-round digital home for fans and competitors; and launching Smoke Ring, a creator network meant to give national brands a route into barbecue culture.
Why now? Since launching in February, the company has built an audience with no paid media. As of October 21, it had logged nearly 1,800,000 organic content views in 2026 and a newsletter of more than 1,400 subscribers with a 62% open rate.
Co-founders Scott Erdmann, chief executive officer, and Shannon Pruitt, president, continue to lead the company. David Swinghamer joins as co-founder and partner; he was founding chief executive officer of Shake ShackDealroom has a profile for this one. Try Dealroom → and created the Big Apple Barbecue Block Party.
What they're saying: "Every sport starts as a community before it becomes a property," said Montgomery. "Barbecue has the competitors, the events and the fans."
Manning framed the bet around reach. "At Omaha we create content to uplift and unify, and BBQ can bring people together in the same way," he said.
What could go wrong? Barbecue already has established competitions and a loyal community, but a unified international circuit is an untested commercial proposition. Success hinges on audience, sponsor uptake, and whether the venture can sustain interest beyond its first event.
The signal: The round reflects a broader push to package niche communities into media-ready sports properties. With unscripted-production and sports-content experience behind it, the venture is a wager that barbecue can follow the path from grassroots fandom to a season fans — and brands — follow all year.
Read more: sportsvideo.org
Image credit: Generated with Gemini
