Rodeos might be a country institution but an animal rights watchdog says most New Zealanders would be horrified if they saw the way animals are treated on the circuit.

The country's rodeo season is set to kick off this weekend.

SAFE has joined forces with the SPCA and Farmwatch in calling for an end to rodeos in New Zealand, and 30,000 people have signed a petition in support.

SAFE spokeswoman Mandy Carter said rodeo animals can suffer painful injuries and are placed under incredible stress, and people wouldn't find it acceptable to treat pet dogs or cats in that way.

"It's only a minority of people that actually hurt animals in this way and most people just don't want to see animals abused for the sake of entertainment," she said.

"If you wouldn't do it to them, why should we do it to farm animals? It's either right or it's wrong for both and I think most people have come to the conclusion that it isn't okay to do this to farm animals in order to have a fun day out."