It started 25 years ago when 20 entrepreneurial bull riders formed the Professional Bull Riders with a vision of creating a sport for theirs and future generations. They felt their passion for bull riding, honesty, integrity, and putting their name on a hard day’s work, deserved to be rewarded with a hard day’s wage.

Today, the PBR is an international phenomenon: The Toughest Sport on Dirt, embodied in a contemporary sports entertainment experience appealing to all those who seek action, excitement, and an all-around good time.

Be Cowboy is built on the heart and soul of those rogue cowboys who shared a dream; the men and women who contributed to a global icon that is familiar and revered, yet often misconstrued as a non-inclusive group of outlaws who ride horses, dress a certain way and talk a certain way. In fact, the first cowboys were an original melting pot of trail-blazers who sought opportunity, and through hard work, a better life.


Modern cowboys are all those who embody the Cowboy Code of toughness, courage, respect, determination, and patriotism, no matter what country’s flag you pledge.

Our bull athletes, riders, PBR employees, stock contractors and many partners hit the dirt for more than 100 events a year for their families, their passion for the sport, and for all our fans: the bold, the determined, the honorable, and the brave – all of you who embody the Be Cowboy way of life.

You need only share our passion for living honestly, fairly, respectfully; with pride, integrity, and humbleness, to Be Cowboy.

Welcome to PBR, cowboy.

PBR: Unleash The Beast

The PBR: Unleash The Beast Series (UTB) headlines the best bull riders and bulls in the world. Playing top DMAs and premier venues coast- to-coast, the PBR UTB Series provides national exposure in-arena, as well as coverage on CBS, CBS Sports Network, and RidePass. It culminates in Las Vegas at a five-day fight to the finish at the PBR World Finals.

Pendleton Whisky Velocity Tour

The Pendleton Whisky Velocity Tour (PWVT) features the new generation of bull riders and bulls. Broadcast on RidePass, with a highlight show on RIDE TV, the Velocity Tour provides additional exposure to our national partners in major and secondary markets, coast-to- coast.

The PBR Global Cup

The PBR Global Cup USA debuted in Arlington, Texas in 2019. A unique team format pits country against country in a battle for bragging rights. Held at AT&T Stadium, the PBR Global Cup USA provides a new opportunity for our partners to deepen fan engagement through national pride.



Did you know that PBR fans are 63% more likely to support sponsors of a league by purchasing products. Or that 45% more likley to notice brands their favorite athlete uses on, and off, the field. These are just a few of the numbers that PBR fans so unique and loyal. Click below to check out some more exciting stats!

AMG Sport. A division of American Media Groups
PHONE: (813) 492-7060
ADDRESS: 1419 East 4th Ave. Tampa, FL 33605
EMAIL: sales@americanmediagroups.com


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