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2016 PBR BlueDEF Tour Welcomes New Partners


By: Denise M. Abbott
January 05, 2016

2016 PBR BlueDEF Tour welcomes new partners
. Photo by Andy Gregory.

2016 PBR BlueDEF Tour welcomes new partners
. Photo by Andy Gregory.

PUEBLO, Colo.As the PBR’s (Professional Bull Riders) 2016 BlueDEF Tour (BDT) resumes this weekend, Jan. 9, at Oakland, California’s Oracle Arena, the world’s premier bull riding organization welcomes two new corporate partners to its expansion tour.

Real Time Products Inc., makers of the popular rub-on pain relief lotion Real Time Pain Relief (RTPR) and products, and the PBR have entered into a multi-year agreement making Real Time Pain Relief the presenting sponsor of the PBR BlueDEF Tour through 2018.

Hood River Distillers, the largest and oldest importer, distiller, producer and bottler of distilled spirits in the Northwest United States, signed an agreement with the PBR to make its Pendleton® Whisky the official whisky of the PBR BlueDEF Tour.

The BlueDEF Tour will visit more than 20 cities this season, offering fans the opportunity to experience the talent of the PBR they have come to expect from the leader in the sport of bull riding, along with the excitement and hard-hitting competition of the toughest sport on dirt. The BlueDEF Tour gives bull riding stars more opportunities to qualify for the elite Built Ford Tough Series.

Real Time Pain Relief

RTPR’s agreement extends a successful partnership that made it the Exclusive Topical Pain Relief of several PBR Built Ford Tough Series events in 2015. Oklahoma-based RTPR will enjoy “presented by” status at all regular season BlueDEF events in 2016 and the BlueDef Finals, which will take place at South Point Arena in Las Vegas on Oct. 28-30.

”In 2015, PBR helped Real Time Pain Relief to substantially increase our brand’s reach, and we’re thrilled to expand our relationship with the sport,” said RTPR’s founder Tim Flatt. “PBR is a great match for our products known for providing ‘pain relief as tough as cowboys’. Increasing our involvement with the world’s premier bull riding organization will provide an exponential opportunity to connect with new and existing customers throughout the year.”

In addition to “presented by” status, RTPR will be the Exclusive Topical Pain Relief of the BlueDEF Tour and its season-ending BlueDEF Finals. Naming the tour’s sports medicine personnel/paramedics also is included in the agreement. The team will be referred to as the “Real Time Pain Products Sports Medicine Team” when they enter the arena to attend to riders.

As fan engagement is key to the partnership, RTPR will enjoy concourse display space at every BlueDEF Tour event, as well as activate five to 10 in-market retail promotions annually. These promotions will direct fans to a designated retail partner where they can receive BlueDEF Tour PBR Party Barn / Tailgate section tickets and Dirt Access Passes, providing access to the arena floor immediately following tour events.

“We are extremely excited that Real Time Pain Relief is expanding its relationship with the PBR to include both the Built Ford Tough Series and the BlueDEF Tour,” said PBR CEO Sean Gleason.  “A partnership between the ‘Toughest Sport on Earth’ and the Real Time Pain Relief Maxx product goes well beyond just a marketing connection.  Any product that is good enough to assist PBR bull riders in managing their pain is good enough for our fans.”

Pendleton Whisky

At each stop along the 2016 and 2017 BlueDEF Tours, Pendleton Whisky will enjoy national partner status with in-arena signage and public address announcements, rights at BDT pre- and post-event parties, and branded elements within the PBR’s livestreaming broadcasts of BDT events onPBR LIVE. The partnership also calls for a retail activation promotion in select markets.

“We are excited to partner with the PBR to feature Pendleton Whisky as the official whisky of the BlueDEF Tour,” said Tia Bledsoe, senior brand manager, Hood River Distillers. “As a brand created to capture and celebrate the bold spirit of the American cowboy and cowgirl, this is a great opportunity for us to support an organization that aligns perfectly with our values and mission.”

“Pendleton Whisky has been a long-time supporter of the Western Lifestyle, and we are extremely excited to have them as a partner of the PBR BlueDEF Tour,” said Dave Cordovano, head of the PBR BlueDEF Tour. “This partnership will allow us to work together to develop clever promotional opportunities throughout our entire tour and help elevate the exposure for both brands.”

On Jan. 9, 2016, the BlueDEF Tour presented by Real Time Pain Relief gets into full swing with a stop at Oracle Arena in Oakland, California. The tour officially kicked off Nov. 14 with an event in Ontario, California.

For more information and details about the 2016 BlueDEF Tour presented by Real Time Pain Relief, visit www.pbr.com.

© 2016 PBR Inc. All rights reserved.