An animal advocacy organisation is calling for a boycott of three upcoming Bay of Plenty rodeos - including the Boxing Day Rerewhakaaitu Rodeo.
However the head of the New Zealand Rodeo Cowboys Association says the call by SAFE is unjustified and rodeos operate completely within the law.
As well as the Rerewhakaaitu Rodeo, SAFE has singled out the Taupo Rodeo on December 29 and the Opotiki Rodeo on December 28, urging residents to avoid the events it says are "nothing more than bullying for entertainment".
In a statement, SAFE said more than 62,000 New Zealanders signed a petition to ban rodeo, which was delivered to Parliament in March.
The tide was turning against the abuse of animals for entertainment, it said.
"Rodeo is essentially bullying animals for entertainment. Normally docile bulls and horses are induced into aggressive behaviour by painful or irritating means such as flank straps, electric prods, tail twisting, and painful spurs - leading to aggravated and enraged animals who will perform. Vulnerable young calves are put through the stress of being roped around the neck and yanked off their feet at high speed," said campaigns officer Marianne Macdonald.
But head of the New Zealand Rodeo Cowboys Association, Marty Deans, believes these kinds of statements are unjustified.
"We are completely within MPI (Ministry for Primary Industry) guidelines, and within the laws of this country."
As for the allegations of injury or death to animals involved in the sport, Mr Deans said he had "32 years' of vet reports" which would show otherwise.