Welcome to the PBR - Professional Bull Riders

Welcome to the PBR
The Original Extreme Sport:
• Outweighed 10-to-1 by their opponents, our athletes are
pound-for-pound among the strongest in sports – to say
nothing of their courage.
– Every time they appear on the national stage, they
positively shine.
– Beneath the swagger is a genuine humility and courtesy
that amazes all who meet them.
– Everyone connects with these young men at a core level,
admiring their athleticism while identifying with their
values.
– Yet they are among an elite group of modern day
professionals, earning millions competing at the highest
level of sport.
• PBR cowboys represent an entirely new genre of athlete
from which to engage a broad audience.
• PBR has harnessed the raw power of bull
riding and transformed a county-fair
spectacle into a worldwide sports and
entertainment phenomenon.
– Founded in 1992 by 20 visionary bull riders.
– Now operating in five countries on three
continents.
• United States, Brazil, Australia, Canada, Mexico
– Television coverage in 50 nations and
territories, reaching over half a billion
households.
• PBR reaches farther and deeper
into the heartland of America than
other sports and entertainment
properties.
– The Built Ford Tough Series hits 30 of the Top 40
metropolitan markets each year.
– The PBR’s Touring Pro Division reaches 140
additional markets, from Denver to Johnstown, Pa.
– The scope of PBR’s event business allows us to
engage with millions of Americans outside of the
Top 40 markets. (C&D county residents are 29% more likely to
watch PBR.)
• Those millions embrace PBR as their
hometown sport and tune in regularly.
Source: MRI 2010
• PBR doesn’t just have fans; we have
fanatics.
– PBR fans connect with cowboy values.
– PBR fans love adrenaline-packed action.
– PBR fans get unprecedented access to our
athletes.
– PBR fan devotion is measurable and
actionable.
• TV is the main source of entertainment for
PBR fans and they arrange their schedules
around TV programs.
Source: Simmons 2010, Brookside 2011
• TV FIRST is a company-wide initiative that has
re-focused every aspect of PBR business on a new
set of strategic priorities.
– All PBR resources are now focused on growing our television
audience and engaging them on a visceral level.
– All PBR strategic decisions – from customer service, to
sponsorship sales, to local marketing – are put through a
TV-First filter.
– PBR brought television production in-house for the first time
ever, to ensure that every broadcast becomes destination
programming that can’t be missed.
• Led by 34-time Emmy Award-winning
Producer David Neal, PBR is
redefining how professional bull
riding grips viewers and keeps them
coming back for more.
– David Neal, Executive Producer
– Award-winning front bench
– World-class production team
• Features and editorial enhancements
were reintroduced to share the
compelling stories of our athletes.
– Getting to know the personalities of PBR’s
cowboys gives viewers a reason to care.
– PBR bulls are feared and revered, and
command the admiration of millions.
– Features and enhancements continually
reinforce the danger and difficulty of what our
athletes accomplish with each ride.
• Features and enhancements are important to
educate casual viewers about the nuances of
the sport and build our brand.
• As PBR continues its television
transformation, we’ll remain flexible
in how we deliver competitive bull
riding to the world.
– from competition format…
– to scheduling…
– to the way the action is captured.
• We’ll ensure each broadcast has
the broadest appeal and deepest
connection with both casual and
core fans.
• From Madison Square Garden to
Anaheim, California – from Cowboys
Stadium to Seattle – the PBR brings its
unique brand of sports entertainment to
every corner of the country.
– PBR’s event business continues to grow, just as it
has for 20 consecutive years.
– Every single event experience converts casual fans
to core fans.
• Our broadcast partner and tune-in
promotions will be integrated seamlessly
into our live-event experience.
Brand Awareness
Eight PBR themed bar/restaurants
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Las Vegas, Kansas City, Baltimore, Houston, Philadelphia, Hampton
Roads, Louisville & St. Louis (coming soon)
Shoulder Programming & Brand Integration
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Ford Trucks takes PBR Outdoors (Outdoor Channel)
Necessary Roughness (USA Network)
Cupcake Wars (Food Network)
Playbook 360 (Spike)
VH1 Top 20 Countdown (VH1)
CSI: Las Vegas (Various)
American Guns
Many Others
Other Brand Extension
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History Channel television series, Bullionaires
Nicholas Sparks book, The Longest Ride
Ronnie Dunn (Music Video)
Dierks Bentley (Tour Videos)
Jason Aldean (Tour Videos)
Gary Allan (Music & Tour Videos)
PBR Marketing Extension
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100’s of Licensed Products & Merchandise
PBR Posse (Official Fan Club)
Programs, Publications, Digital Publications
Mobile Marketing Tour (Travelling Bulls)
• In less 20 years, the PBR has set new standards and
exceeded all expectations. Today, we stand in the
dawn of a new era.
– TV First: We’ll harness our momentum and apply it toward
unprecedented television expansion; our audience will grow.
– Broad and Deep Fan Appeal: To experience the sport is to love
it; our brand will continue to shine.
– Success Breeds Success: Great companies ride our brand to
take their brands to new heights; more are on the way.
– Global Growth: We have events in five countries and television
coverage in 50. Our borders keep expanding, and so do the
opportunities for our partners.