Every once in a while, the opportunity for a moral victory exists in the rodeo arena.

Once in prime position to qualify for the National Finals Rodeo in his first full season on the Professional Rodeo Cowboys Association circuit, an injury derailed the hopes of Wheatland bull rider Tyler Willis, but one of rodeo's most coveted prizes kept him from hanging his head.

Willis -- bucking the sports predominant "If you're not first, you're last mentality" -- won more than $12,000 at the season-ending Heartland ProRodeo Championships in Waco, Texas, last week to secure the PRCA Bull Riding Rookie of the Year award.

It wasn't enough to advance to the NFR, but Willis is OK with that.

"I couldn't ask for it to go any better [last week]," Willis said. "I'm not real disappointed about missing the finals this year because it's definitely something I can do for next year.

"Even though I didn't make the finals, winning the rookie deal is a dang-sure good thing to settle for. I'm happy with how much money I won this year."

Willis earned nearly $55,000 in his rookie season, a mark that unofficially left him four spots out of the NFR.

But he topped Fort Pierre, S.D., native Taylor Cowan by nearly $10,000 in the rookie standings, helping him win an award that once seemed inevitable.

Ranked in the top 15 for much of the summer, Willis appeared destined for the NFR before he suffered a severe head injury at Cheyenne Frontier Days.

Doctors more or less advised that he end his season with a two-month hiatus from bull riding, but Willis returned after one month, adding a helmet for saftey.

"It started out real slow for me as I adjusted to the helmet and everything," Willis said. "Then I started riding pretty good toward the end of the last month. It worked out for me."

Willis, who broke his cheekbone in three places and busted his eye socket, injuries that required a plate and six screws, eventually found a groove.

And his 84-point ride was the only successful attempt in the final round at Waco, netting him $7,500 anda boost of confidence in the helmet to end his season.

"I don't even notice it anymore," Willis said. "It took me a couple weeks and it was kind of bothering me. Now I don't even notice it, and I'll probably keep in on for the rest of my career, I imagine."

His first trip to the NFR will have to wait, but the Rookie of the Award is an honor he can keep with him as well.

SPARKS' VIDEO REACHES FINALS: Cheyenne-based bullfighter Jeremy Sparks is one step closer to being involved in a television ad campaign with Mutual of Omaha.

The company searched the country for people with an "aha moment"-- a moment when a person realizes he or she can inspire others.

Sparks' entry is one of 25 that has now reached the finals and the top 10, based on fan voting, will be featured in the campaign in 2010.

Voting continues until Saturday at www.ahamoment.com.

Contact Star-Tribune rodeo reporter Eric Schmoldt at eric.schmoldt@trib.com. Check out his blog at tribtown.trib.com/ESchmoldt/blog