PUEBLO, Colo. – SONIC, America’s Drive-In, has partnered with the Professional Bull Riders (PBR) to become the official and exclusive quick service restaurant (QSR) of the world’s premier bull riding circuit and its elite Built Ford Tough Series (BFTS).
The potential multi-year partnership began at the PBR’s recent event in St. Louis with arena banners and PA announcements and will continue across key markets throughout PBR’s 2015 BFTS schedule. Branding opportunities will vary per market and include premium signage placement in the bucking chutes and around the PBR’s 450-square foot video screen for both live event and TV coverage; in-arena promotions involving Flint Rasmussen, the PBR’s exclusive entertainer; in-arena video commercials, and local media inclusion as the “Brought to you by” partner are also involved.
“We are excited to partner with such a fun brand that is committed to providing patrons with a unique experience, just as we do,” Todd Smith, chief marketing officer of SONIC, America’s Drive-In, said. “Here at SONIC we pride ourselves on our Oklahoma heritage, and can’t wait to launch the first of what we hope are many years to come working with another brand born and raised here in cowboy country.”
“To say we are excited about this partnership is an understatement,” PBR Chairman and CEO Jim Haworth said. “The Sonic brand energy and the demographic the brand speaks to present some great exposure opportunities for the PBR. Our teams have been working hard together to develop several clever promotions to drive this exposure and elevate both of our brands throughout each other’s respective communities.”
The partnership also includes boots on the ground activation on the concourse and in PBR Fan Zones and a PBR/Sonic promotion at select Sonic locations to drive traffic and awareness of both brands.
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