PUEBLO, Colorado (Jan. 21, 2015) — After enjoying 12 years as the title sponsor of the Professional Bull Riders (PBR) elite Built Ford Tough Series (BFTS), Ford Trucks has signed a new, multi-year agreement with the world’s premier bull riding circuit.
“‘Built Ford Tough’ has become synonymous with the toughness of the PBR so we are very honored to have Ford continue as the title sponsor of the PBR’s Built Ford Tough Series,” said Jim Haworth, Chairman and CEO of the PBR. “They have supported our sport with great enthusiasm, each year finding creative ways to increase awareness of their brand while also promoting the PBR. It’s a collaboration that provides great benefits to both parties and we look forward to what the years ahead will bring.”
The Ford F-Series, with the F-150 leading the way, is the official truck of the PBR. It receives top billing at all PBR BFTS events through in-arena demonstrations and promotions, concourse displays, PA announcements and signage.
Ford’s sponsorship activation also includes partnering with the PBR in the Built Ford Tough Good Works program to find fans who make a difference in the lives of others by using their Ford trucks. In BFTS broadcasts every weekend on CBS and CBS Sports Network, retired PBR bull rider Brendon Clark brings these stories to fans from across the country. At the end of the season, Ford will award one lucky fan with a VIP trip for two to the 2015 PBR Built Ford Tough World Finals, a new 2015 F-150 and will donate $25,000 to their charity of choice.
“Ford is very proud to extend our partnership with PBR and we look forward to continuing to share our products and brand story with the passionate fans of this fast-growing, exciting sport,” Matt McDonnell, Experiential Marketing Manager, Ford Trucks said. “Our organizations’ values and ideals are well-aligned and the riders and bovine athletes competing in the Built Ford Tough Series display the type of strength and toughness we build into all of our Ford trucks.”
In addition to Ford, several other key PBR sponsors have extended their association with the league. Jack Daniel’s, the PBR’s oldest sponsor, moves into its third decade of partnership in 2015.
“2015 makes it 21 years straight Jack Daniel’s has been supporting PBR,” Jack Daniel’s Director of Events Sponsorship Dave Stang said. “The PBR staff, riders, stock contractors and fans have always been enjoyable to work with and be around. We continue our branded relationship with what we consider extended members of our Jack Daniel’s family and always look forward to the next event. In our minds there is no better whiskey than Jack and no better extreme sport than PBR!”
The Tennessee Whiskey has encouraged PBR fans to “please drink responsibly” at every stop along the tour since 1995, and currently enjoys entitlement of the PBR’s BFTS stop in Nashville as the Jack Daniel’s Invitational. PBR bull riders, to include Ty Pozzobon, Billy Robinson and retired brothers Cory and Evan Rasch of Tennessee, also don its branding.
Stanley Black & Decker, another long-term partner, has also decided that the PBR will remain a part of its portfolio by also signing a multi-year agreement. With its fan-favorite “Stanley Stud and Studette Finder” in-arena promotion leading the way, Stanley Black & Decker will continue as the official tool of the PBR.
“We’re excited to be back for a sixth-straight season with the PBR with a global deal that will continue our partnership through 2018,” Earle Smola, Stanley Black & Decker Director of Corporate Brand Design and Sponsorships, said. “The sport and its athletes exemplify toughness, durability, dependability, and performance, and the Built Ford Tough Series is where the best bull riders in the world compete, making the PBR a perfect fit for our portfolio of world class brands, such as STANLEY, DEWALT, and MAC Tools.”
In all, 11 organizations will continue their association with America’s fastest-growing sport (Forbes, 2013).
Kawasaki has been a PBR partner since 2012.
“Professional Bull Riders is a great partner for Kawasaki in creating awareness for our 4-wheel product,” Kawasaki Brand Communications/Sponsorship Specialist Greg Lasiewski said. “PBR fans are some of the toughest and most dedicated fans, and they also demand the toughest Side X Side on the market. The MULE PRO-FXT answers that call with a standard 3-year Kawasaki STRONG warranty, making it the No. 1 choice for PBR fans and their everyday work.
“The 2015 season is shaping up to be a great one with Kawasaki sponsored athletes J.B. Mauney and Shane Proctor coming out of the gate Kawasaki STRONG.”
“We’re extremely excited to be named the ‘Official Lawn Mower Partner” of the PBR Built Ford Tough Series,” said Lennie Foree, Director of Marketing, for Bad Boy Mowers. “This is our fifth year to partner with PBR and we think it’s a natural fit since our mowers work hard and are a blast to ride—not unlike the riders and bulls in this exciting sport.”
“Partnering with PBR gives us the perfect arena to promote our complete line of mowers,” said Phil Pulley, owner of Bad Boy Mowers. “This partnership has proven to present millions of people an opportunity to learn more about our products and the Bad Boy Mowers brand. Bull riders are the toughest, most fearless athletes around, and since our mowers share those same qualities, we think this is a great association.”
Caterpillar, which has been a partner of the PBR since 2012, will continue to provide all of the equipment that helps move and maintain the hundreds of tons of competition dirt each week at PBR events.
Returning for another three seasons, Cooper Tires has been the official tire of the PBR since 2007. It will continue to sponsor the ever-popular Fan of the Night award presented by PBR Entertainer Flint Rasmussen at all Built Ford Tough Series events.
Johnny Morris, founder of Bass Pro Shops, heartily endorses their extension. “Bass Pro Shops is thrilled to continue our partnership with the world’s greatest cowboys and bucking bulls as they compete for the world championship in 2015,” he said. “We are proud to sponsor the PBR, the toughest sport on dirt!”
Big Tex and Express Employment Professionals will also continue their relationship with the PBR; and ECHO will enjoy a second year as a proud sponsor with chainsaws that are tough, just like PBR riders and the bulls they try to master.
“Over the years the PBR has been fortunate to collect and work with a group of corporations whose loyalty has been unyielding and extremely rewarding,” Haworth said. “Their support has been generous and leaves us very humbled to know that they find great value in our product. We greatly appreciate their continued commitment to the fastest growing sport in America and eagerly look forward to continuing these relationships for the years to come.”
© 2015 PBR Inc. All rights reserved.