PBR Announces Matador Jerky Bull Fighters

By: Andrew Giangola
January 11, 2017

The Matador bullfighters will wear several jerseys throughout the season. Photo: Andy Watson /

PUEBLO, Colo.  The most visible athletes in Professional Bull Riders (PBR) will have a brand new look for the 2017 season as the men protecting the riders become the MATADOR® Jerky Bull Fighters.

MATADOR®, a Jack Link’s brand sold and distributed by Frito-Lay, a division of PepsiCo, has signed an agreement with PBR to sponsor the bull fighters at the PBR’s top two tours: the Built Ford Tough Series and the Real Time Pain Relief Velocity Tour. This partnership will provide the brand strong on-the-dirt visibility at PBR elite series events, retail marketing programs and branded content integration on PBR’s CBS and CBS Sports Network telecasts.

The branded content vignettes, “Bullfighting 101,” will bring fans up close and personal with MATADOR® Jerky Bull Fighters, including Jesse Byrne, Shorty Gorham, Frank Newsom and Cody Webster. It will air on CBS telecasts during the second half of the 2017 PBR season.

The partnership also includes a strong retail component, as MATADOR® Jerky Bullfighters will make appearances at retail accounts. Additionally, PBR and MATADOR® will work together on flyaway promotions to the Built Ford Tough World Finals and other PBR Majors, which will be featured at MATADOR® retail partners across the country.

Sampling is another key component of the partnership, tapping into the passion and loyalty of PBR fans. MATADOR® and the PBR will get product for fans at the Built Ford Tough Series and Velocity Tour events; retail events featuring MATADOR® Jerky Bullfighters and other PBR programming; PBR Fan Zones; and anywhere else that PBR touches fans on a one-to-one basis.

The MATADOR® Jerky Bull Fighters will sport a new look based on their new sponsor’s brand colors, including a special patriotic themed jersey for the PBR Celebrate America Tour. The PBR’s elite Built Ford Tough Series opened its 2017 season at Madison Square Garden in New York from January 6-8.

“Matador is charging forward in 2017!  We wanted to make a bold move this year that would showcase the benefits of our great-tasting, easy-eatin’ Jerky, and we believe partnering with the PBR bull fighters is a perfect fit,” said Nicole Weber, Marketing Director, Matador Jerky.

“We’re very excited to bring the amazing MATADOR® Jerky Bull Fighters closer to PBR fans,” said Sean Gleason, CEO, PBR. “These athletes are essential to our riders’ safety and will benefit greatly from this partnership.”

© 2017 PBR Inc. All rights reserved.