PBR, Jack Daniel's extend partnership

Highlights

  • Jack Daniel’s is the longest continuing partner of the Professional Bull Riders.
  • The partnership includes title sponsorship of the nationally-televised Built Ford Tough Series event in Nashville, Tenn.
  • Jack Daniel’s awards one PBR rider each year with a custom barrel of Jack Daniel’s through its rider vest patch program.

In This Article

LYNCHBURG, Tenn. ― The Professional Bull Riders announced it has extended its partnership with Jack Daniel's, which is the longest continuing partner of the world's premier bull riding organization. Since the PBR began competing 20 years ago, Jack Daniel's has recognized the relationship with fans and riders, and their loyalty as consumers of the Jack Daniel's brands.

"Jack Daniel's has believed in the PBR since the beginning, and its reputation as a category leader helped establish credibility for our organization," PBR Chairman and CEO Jim Haworth said. "We are proud to say that they have been with us for 20 years, which is not only the longest partnership for our organization, but one of the longest in professional sports. We enjoy our relationship with Jack Daniel's, and I am confident that we have been instrumental in many of our fans becoming consumers of their product over the past 20 years."

The partnership includes title sponsorship of the nationally-televised Built Ford Tough Series event in Nashville, Tenn., as well as a continued presence at BFTS events with signage, both affixed and electronic, in-arena promotions, a booth on the concourse, public address announcements, tickets, chute seats and behind-the-scene tours. The partnership will also include PBR Fan Zones and promotions with PBR riders at local Jack Daniel's retail partners.

Jack Daniel's also awards one PBR rider each year with a custom barrel of Jack Daniel's through its rider vest patch program.

"We love the PBR and the loyalty of their fans not only to their favorite sport, but also to Jack Daniel's," said Jack Daniel's Director of National Sponsorships, Events and Homeplace, Dave Stang. "Jack Daniel's has been partners with a number of sports and entertainment properties over the years, but PBR has remained the property which has continuously delivered positive results."

The PBR will celebrate 20 years of competition with the 2013 season. PBR broadcasts reach more than half a billion households in 50 nations and territories around the world, and more than 2.5 million fans attend PBR events each year. PBR has awarded more than $120 million in prize money over 20 years of competition, including a $1 million bonus to the PBR World Champion each year.

The 2013 Built Ford Tough Series season again opened with capacity crowds at Madison Square Garden in New York, and will make 26 stops in 18 states. The season will conclude at the Built Ford Tough World Finals in Las Vegas on Oct. 23-27, 2013. The PBR World Champion will receive the coveted Championship buckle, a $1 million bonus and a new pickup truck from Ford, the title sponsor of the Built Ford Tough Series.

The BFTS is televised every week on CBS, CBS Sports Network and networks around the world. BFTS telecasts are produced for the PBR under a multi-year agreement with David Neal Productions, a Los Angeles-based production company led by 34-time Emmy® Award winner and Peabody Award winner David Neal, who serves as executive producer.

Follow Jack Carnefix on Twitter @JackCarnefix.

© 2014 PBR Inc. All rights reserved.

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