PROFESSIONAL BULL RIDERS: CELEBRATING 25 YEARS PROFESSIONAL BULL RIDERS CELEBRATING 25 YEARS JUNE 18-24, 2018 SPECIAL ADVERTISING SECTION ❘ street & smith’s sporTSBUSINESS JOURNAL ❘ 1A PROFESSIONAL BULL RIDERS: CELEBRATING 25 YEARS PHOTOS: PBR “With Endeavor’s acquisition, we’ve rofessional been able to tap into resources, Bull Riders, age viewers per tele- including for development, original cast, after delivering a content, IT and sponsorships that we the “toughest 12 percent viewership didn’t have. I feel like a kid in a candy sport on dirt,” is increase in 2016. store.” Sean Gleason, now CEO, has Monster Energy has taken on the celebrating its been with PBR for nearly two title sponsorship for the 25th PBR: inductee of the ProRodeo decades and has seen the sport’s Unleash the Beast tour. PBR also boasts quarter century as Hall of Fame for the all-around event, appeal cross over from a rural fan some of the longest brand partnerships an independent sports winning championships for riding bulls, base into a mainstream base, equally in sports, tracing sponsorships with bareback horses and saddle broncs. at home in the city as the country. iconic brands such as Jack Daniels, league, traveling the He is also a commentator for PBR on “We’re taking bull riding and wrap- Wrangler, Cooper Tires and Caterpillar CBS and breeds bucking bulls on his ping it in a rock concert and turning it back to the league’s beginnings. globe on its 25th PBR: Texas ranch. into two and a half hours of the best This year, PBR launched RidePass, a Unleash The Beast tour. In 25 years, Professional Bull Riders entertainment around,” said Gleason. subscription streaming service, for fans has grown to 82 million fans, according “Americans have a deep connection to have access 24/7 to more than 100 Bull riding was always the most pop- to ESPN Sports Poll, and boasts one of to the heritage of Western sports and live PBR and Western-sports events, ular of rodeo’s seven traditional events. the most passionate fan bases in pro- the values of the lifestyle, no matter including additional coverage of PBR’s It was also the most dangerous and fessional sports. In 2017, PBR was No. 1 where they live. The cowboy is one of premier and non-televised tours, inter- required the most athleticism, but the in fan engagement on Facebook and our nation’s most recognized, most national coverage of the sport’s top riders received the same status and had the highest rate of interaction on venerated icons.” tours and live rodeo. pay as everyone else in rodeo. Twitter of any major pro league. Endeavor, formerly WME-IMG, PBR has also transformed the buck- In 1992, a small group of the world’s The league has also spread interna- acquired PBR in 2015 for about $100 ing bull industry into a prestigious, sci- 20 greatest bull riders broke away from tionally into Canada, Australia, Brazil million, a move that gives PBR addi- entifically driven enterprise, where bulls the rodeo circuit. They each ponied up and Mexico. In November, PBR tional expansion and growth opportuni- can be worth millions and receive the $1,000, a lot of money for some of launched the PBR Global Cup, a five- ties. same attention to nutrition, rehabilita- them, to establish a professional sports nation competition paying out the rich- “For a long time, it was tough for PBR tion and training as the riders them- league. est purse outside of the PBR World to grow because we did everything selves. The transformation has resulted “We wanted to be on the same pro- Finals, in Edmonton. In June, the Global ourselves, from media to promoting to in the creation of a unique genetic fessional footing as the NFL or NAS- Cup takes place in Sydney, Australia. running every event,” said Gleason. breed of bull, bred specifically to buck. CAR,” said Ty Murray, co-founder of PBR PBR has grown so popular the The league also founded American and nine-time World Champion cow- league launched a second circuit, the Bucking Bull Inc. to establish the world’s boy. “Rodeo, at the time, was more of Velocity Tour, to meet the demand. PBR only registry for bucking bulls, which an association, like a car club, that regularly breaks its own attendance tracks the lineage and genetics of the had to treat every member equally. records in markets as varied as New breed. Our goal then, as it is today, is to put York and Billings, Mont. “Finding a bull to compete in PBR is the world’s best riders on the world’s The television networks have also as hard as finding a horse good best bulls and from that determine the taken notice — since 2013, PBR has enough to compete in the Kentucky best of the best. Bull riding is the origi- partnered with CBS to bring bull riding Derby,” said Murray. nal extreme sport.” to screens most Sundays. Though the rules for bull riding are Murray himself is an all-around cow- In 2017, the PBR on CBS maintained boy, not strictly a bull rider. Murray is an its strong ratings with 1.3 million aver- SEE PBR, PAGE 3A CK MEDIA STO ULL B Fans get close to the action and the stars at PBR events. 2A SPECIAL ADVERTISING SECTION ❘ street & smith’s sporTSBUSINESS JOURNAL JUNE 18-24, 2018 PROFESSIONAL BULL RIDERS: CELEBRATING 25 YEARS 2006: 2010: 2015: • Adriano Moraes becomes • Inaugural Iron Cowboy • Endeavor (Formerly WME | first three-time World Invitational at AT&T Stadium, IMG) acquires PBR from Spire PBR Milestones Champion in Arlington, Texas, draws a Capital Partners. crowd of 45,000. • Chris Shivers becomes first 2016: 1992: 2000: PBR rider to earn $3 million. • PBR surpasses $100 million in prize money awarded. • J.B. Mauney, the richest • Twenty bull riders invested • Chris Shivers’ ride on Jim • First international elite tour athlete in western sports, $1,000 each to found the PBR. Jam in Tampa, Florida, ties stop in Chihuahua, Mexico 2011: becomes the first $7 million Bubba Dunn’s record of 96.5 sells out rider. 1994: points. • First Pay-per-View PBR event airs with Last Cowboy • PBR Events begin airing on • Touring Pro Division Standing. The Nashville Network (TNN). becomes the Copenhagen • Silvano Alves wins first world • First season and the Bull Riders Tour. title, becomes fastest to win inaugural two-day World $1 million in career earnings. Finals at the MGM Grand 2001: Garden Arena in Las Vegas, • First PBR major network with a total purse of broadcast on NBC from Austin $275,000. Adriano Moraes is earns a strong 2.3 rating. the first PBR World Champion. • Chris Shivers becomes first • Netflix, premieres an 1996: PBR rider to earn $1 million. original six-part documentary series, “Fearless,” following • PBR launches Touring Pro PBR’s top Brazilian riders. Division, its developmental league. 2007: • World Finals moves to the • Spire Capital purchases new and state-of-the-art • Total purse for World Finals majority of PBR shares. T-Mobile Arena. grows to $1 million. • The elite tour debuts at 2017: 1997: Madison Square Garden. 2012: • 2008 World Champion • Adriano Moraes sets • The inaugural PBR World • Silvano Alves becomes first Guilherme Marchi becomes regular-season record with a Cup is held in Gold Coast, back-to-back World the first rider to record 600 riding percentage of 83.7. Australia, where Team Brazil Champion. qualified rides on the elite tour. A statue of Moraes on clinches the title. legendary bull Little Yellow 2003: • Robson Palermo becomes • PBR Sports Performance Jacket stands outside PBR’s • The Bud Light Cup Series • Justin McBride sets new first rider to win the World Institute breaks ground in HQ in Pueblo, Colo. becomes the Built Ford Tough regular-season record with Finals event three times. Pueblo, Colo. Series. eight event victories, wins a second world title, and 2013: • Jess Lockwood, 20, • Bullfighters trade in their becomes the first PBR bull • Forbes.com proclaims the becomes youngest World makeup and clown clothes rider to earn $4 million. PBR as America’s Fastest Champion in league history for athletic uniforms. Growing Sport. • Launches PBR Global Cup, • OLN (rebrands to VERSUS) 2008: • PBR reaches $10 million in a five-nation, team format first airs PBR events. • PBR first uses draft system, total prize money to bull riding tournament in as competitors pick their final competitors. Edmonton, Alberta 2004: round bulls. • American Bucking Bull, Inc., • J.B. Mauney ends • Justin McBride becomes first is founded to serve as Bushwacker’s PBR-record 42 1998: western sports athlete to league’s bull registry. consecutive buckoffs with a • Rider Relief Fund is surpass $5 million in career 95.25-point ride in Tulsa. established to help injured • Little Yellow Jacket earnings. athletes. becomes first three-time PBR • CBS/CBS Sports Network • First PBR Bar opens in Kansas World Champion Bull begin televising PBR. • Troy Dunn becomes first City, Missouri Australian to win the world 2005: 2014: 2018: title. 2009: • Establishes offices in • PBR launches its expansion • Elite series inks Monster • J.B. Mauney wins World Australia, Brazil, Canada and tour — The BlueDEF Velocity Energy as new title sponsor, 1999: Finals event title after Mexico Tour, now known as the Real rebranding to 25th PBR: • The World Finals moves Las becoming the first rider to go Time Pain Relief Velocity Tour. Unleash The Beast Vegas’ Thomas & Mack • “Official Entertainer” Flint 8-for-8. His winnings of Center and is extended to Rasmussen signs to work $348,000 are a World Finals • CBS Sports and the PBR sign • Launches RidePass a four days.