Marketing Campaign to Focus on the Animal Athletes of the Sport
PUEBLO, Colorado – (January 5, 2018) – As Professional Bull Riders (PBR) opens its 25th anniversary season tonight at Madison Square Garden in New York, YETI, a leading outdoor brand, and the league have announced a multi-year extension of YETI’s partnership as official cooler and drinkware of the PBR.
The partnership will associate the extraordinary bulls of the PBR with the YETI brand, including YETI’s branded-content story telling along with title sponsorships of the YETI World Champion Bucking Bull and the YETI Built for the Wild Bull of each PBR premier series event.
“We are excited to expand our partnership with professional bull riding this year,” said YETI CEO Matt Reintjes. “As fans of PBR and the incredible riders and animals, we are proud to be an active supporter in the live events, and also share the stories that show the passion and excitement behind PBR.”
“YETI started in PBR by supporting our cowboys who share their passion for the rugged, outdoor lifestyle and quickly recognized opportunity on both sides of the bull rope,” said Sean Gleason, CEO, PBR. “We’re very excited for this adventurous and creative brand to go behind the scenes to tell the stories of the top bulls of the PBR, rock star athletes in their own right who are as popular with fans as the bull riders.”
Several times in recent years, officially licensed PBR bucking bull merchandise has outsold bull rider merchandise.
Additionally, YETI has signed endorsement agreements with Stormy Wing (No. 7 in the world) Gage Gay (No. 28), and Rookie of the Year contender Cody Teel (No. 11), joining 2017 World Champion Jess Lockwood, two-time World Champion J.B. Mauney, 2016 World Champion Cooper Davis, Derek Kolbaba, Chase Outlaw, and Reese Cates as YETI-sponsored riders.
YETI will produce content called YETI Presents: Blood Lines, which will feature the bulls and stock contractors in the running for the YETI World Champion Bucking Bull. Day-in-the-life vignettes and features will run throughout the season on PBR on CBS broadcasts as well as the social and digital platforms for YETI and the league.
The YETI brand will be closely associated with each season’s World Champion Bull Race. The YETI World Champion Bucking Bull will receive $100,000.
Through an innovative Chute Cam sponsorship, a camera placed in the bucking chute at each PBR event will focus on the bull getting ready for his “out” while the in- arena announcers will discuss the race for YETI World Champion Bucking Bull.