Carolina Cowboys Join Forces with Three-Time PBR World Finals Event Winner Robson Palermo as Assistant Coach

By: Kacie Albert

GREENSBORO, N.C. – The Carolina Cowboys, one of eight founding teams in the PBR (Professional Bull Riders) Teams League, today announced that three-time World Finals event winner Robson Palermo will join the team as Assistant Coach.

In his new role, Palermo will work in tandem with Head Coach Jerome Davis, focusing on rider development and expanding the team’s recruiting efforts within the expanding base of talented young bull riders in Brazil.

Inducted into the prestigious Ring of Honor in 2021, Palermo is one of PBR’s most accomplished riders. Palermo is the only three-time PBR World Finals event winner and the only back-to-back winner (2011-2012). Palermo went a torrid 32-for-57 (56.14%) in 10 World Finals appearances. He also won 13 premier series events in his career and recorded 37 90-point rides on the premier series before retiring in 2018.

“I was very excited when I received the call this past weekend to join the Carolina Cowboys as an Assistant Coach,” said Palermo, Assistant Coach of the Carolina Cowboys. “I have been away from the sport since my retirement in 2018 to spend more time with my family. Now I’m ready to go back to the sport that means so much to me. My goal is to boost the riders’ confidence and use my 20 years of bull riding experience to guide them. I’m all in for this task! Let’s go Carolina Cowboys!”

“I’m excited to have Robson Palermo come in as Assistant Coach of the Carolina Cowboys,” said Davis, Head Coach of the Carolina Cowboys. “We feel that there is some Brazilian talent out there that he may have some insights on and help with our Brazilians that we have here already. We are always looking for that advantage to help us be a better team and I think this is a great move.”

“We’re always looking for ways to maximize the potential of our riders and feel confident that Robson Palermo will be a huge asset to our locker room,” said Austin Dillon, General Manager of the Carolina Cowboys. “He embodies the Cowboy way.”

Palermo joins the Carolina Cowboys with previous coaching experience. After being tapped to lead Team Brazil at the inaugural Global Cup in 2017 in Edmonton, Alberta, he returned to lead the team in March 2022 at the global event’s most recent iteration in Arlington, Texas.

The famed Brazilian rider joins the team’s coaching staff mid-season with the Carolina Cowboys currently ranked No. 5 in the league with a 7-9 record. After beginning the season strong, winning five of their first seven games, including a three-game win streak to begin the campaign, Carolina has struggled in recent events, currently amid a four-game losing streak.

The Cowboys returned a talent-packed roster in 2023, including World Champions Cooper Davis and Daylon Swearingen, while making significant additions in the offseason and Draft, including the signing of 2021 National Finals Rodeo bull riding aggregate winner Josh Frost and seven-time PRCA champion Sage Steele Kimzey. The Cowboys also feature a burgeoning roster of Brazilian talent, including Sandro Batista, Daniel Feitosa, Flavio Zivieri and Cladson Rodolfo.

Palermo will make his coaching debut for the Carolina Cowboys at this weekend’s PBR Camping World Team Series event in Ridgedale, Missouri. Action at Thunder Ridge Nature Arena begins at 7:45 p.m. CDT on Friday, September 15, 6:45 p.m. CDT on Saturday, September 16, and 1:45 p.m. CDT on Sunday, September 17.

At PBR Thunder Days, the Cowboys will play the Oklahoma Freedom (Sept. 15), Kansas City Outlaws (Sept. 16) and Austin Gamblers (Sept. 17).

Fans can watch Friday and Saturday’s action LIVE on PBR RidePass on Pluto TV, while Sunday’s games will air LIVE on CBS Sports Network.

Following this weekend’s event in Missouri, the Carolina Cowboys will welcome the league’s seven other founding teams to Greensboro, North Carolina, on Sept. 22-24 for the eighth PBR Camping World Team Series event of the 2023 season.

The action for PBR Cowboy Days begins at 7:45 p.m. ET on Friday, September 22, 6:45 p.m. ET on Saturday, September 23, and 1:45 p.m. ET on Sunday, September 24.

Tickets for the event are on sale now, and start at $20, taxes and fees not included. They can be purchased online at and, at the Greensboro Coliseum Box Office, or by calling PBR customer service at 1-800-732-1727.

Three-day ticket packages are available, offering fans a 15% discount on select price levels.

For more information on Carolina Cowboys, and for ticketing updates on the upcoming PBR Cowboy Days, visit, Carolina Cowboys on Facebook, @carolinacowboyspbr on Instagram, or @CARCowboysPBR on Twitter.

Photo courtesy of Andy Watson/Bull Stock Media

© 2023 PBR Inc. All rights reserved.

Related Content