Professional Bull Riders Invades the Brand-New Cowboys Stadium in 2010


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The Professional Bull Riders, Inc. (PBR) is thrilled to announce that the elite Built Ford Tough Series (BFTS) tour will invade the brand-new, world-class Cowboys Stadium in Arlington, Texas in 2010.  Top PBR superstars will ride in the largest, most technologically advanced entertainment venue in the world on Saturday, February 20 for the Dickies 2010 Iron Cowboy Invitational presented by WinStar World Casino.  For one unprecedented, action-packed performance, the world’s best riders will put on a bull riding competition unlike any other in the history of the PBR!

“This will be the largest, one-day event in the history of the PBR and the sport of bull riding as well as rodeo,” said Randy Bernard, PBR’s Chief Executive Officer.  “Jerry Jones and I are extremely excited to launch an event that will have a significant economic impact on the city and become a staple not only for Arlington, but for the great state of Texas.”

In a one-of-a-kind format created exclusively for Cowboys Stadium, the Dickies 2010 Iron Cowboy Invitational will be the first true, head-to-head competition in the history of the PBR.  A total of twenty-four riders will qualify to ride at Cowboys Stadium – eight riders will qualify based off of the 2009 World Finals standings after Las Vegas and will receive a bye in the first round; fourteen additional riders will qualify based off of the 2009 BFTS standings as of January 31; and the PBR Competition Board will award exemptions to two riders.  The riders will be paired up and then will each take on the exact same bull with the winner moving on to the next level.  The winning rider will be determined by who obtains the highest score.  If both riders buck off, the rider who stayed on the longest will move on.  In the end, the rider who rides their fourth and final bull for the highest total points will be declared the winner and will take home the largest payout for a one-day event in the history of the PBR! 

“This is a unique format that has never been done in the sport of bull riding,” said Ty Murray, PBR founder and nine-time World Champion.  “It’s really easy to follow. For every two riders, you’re going to see a true match, and you’re going to see the best guys going head-to-head against the same bull. I think it’s going to be a really exciting fan experience.  It’s a win-win for both the fans and the bull riders.”

Dickies, a proud Texas company, is the title sponsor for this prestigious event, and PBR also welcomes a new presenting sponsor, WinStar World Casino.  The casino will play host to the Pre-Event Kick-Off Party on Friday, February 19, 2010.  Activities include an exclusive rider meet & greet, 2010 PBR World Finals ticket giveaways, special entertainment, and much more.

A token of appreciation was also presented to Dallas Cowboys owner and general manager Jerry Jones by PBR CEO Randy Bernard.  A custom buckle was created by Jeffrey Scott, owner and founder of Jeffrey Scott Fine Magnetics, the Official Buckle of the PBR.  This one of a kind piece featured a depiction of the new Cowboys Stadium, The Dallas Cowboys trademark star encrusted with Blue Sapphires, and the PBR logo highlighted with rubies and diamonds.  This spectacular belt buckle is valued at over $15,000.  To see complete coverage of the press conference, please visit, beginning at 2:30 p.m.

Tickets for this premier event will be available exclusively to TeamPBR Fan Club members, beginning on Monday, September 28 at 10 a.m. CST.  Tickets are priced at as low as $20 and can be purchased by phone at 800.732.1727.  To become a TeamPBR Fan Club member and enjoy privileges such as purchasing tickets to all Built Ford Tough Series events before the general public, access to the Official Fan Club Mixer, and more, please visit

Tickets will be available online at, starting on Wednesday, September 30.  Beginning on Friday, October 2, the general public will have access to tickets by phone at 800.745.3000, online at, or in person at the Cowboys Stadium Box Office.

For more information on the Professional Bull Riders and this exciting, unique event at Cowboys Stadium, please visit or contact Katharine Sherrer at 719 242 2800 ext. 3372 or




All roads are leading to Las Vegas and you don’t want to miss out on any of the action at the 2009 Built Ford Tough World Finals in Las Vegas, Nev.  The world-class event will take place on Oct. 30-Nov 1 and Nov. 5-8 at the Thomas & Mack Center---get your tickets NOW at 866.PBR.SHOW or!


About the Professional Bull Riders, Inc. (PBR):
PBR attracts over 1.7 million live attendees each year with its multi-tiered event structure which includes the prestigious Built Ford Tough Series, the Copenhagen Bull Riding Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants.  With over 450 hours of prime time programming annually and a viewership of 100 million, PBR ranks among the most prolific sports on air and broadcasts on FOX, NBC, VERSUS, and on a host of foreign networks across the globe.  The PBR is headquartered in Pueblo, Colo., with additional offices in Australia, Brazil, Canada, and Mexico, and prides itself in its 1,000 plus stock contractor relationships and over 1,200 PBR bull riders competing in more than 300 PBR sanctioned competitions across the five countries. 

For more on the PBR, please visit,,,, twitter/teampbr, facebook/professionalbullriders, or 

About Cowboys Stadium:
Cowboys Stadium is the largest, most technologically advanced entertainment venue in the world.  Designed by HKS and built by Manhattan Construction, the $1.2 billion stadium features two monumental arches, the world’s largest HDTV video board, an expansive retractable roof and the largest retractable end zone doors in the world.  Features of the stadium include seating for 80,000 and expandable to 100,000, over 300 luxury suites, club seating on multiple levels and the Dallas Cowboys Pro Shop, open to the public year round.  In addition to being the new home of the Dallas Cowboys, the stadium will host the 2011 Super Bowl, the 2010 NBA All-Star Game and the 2014 NCAA men’s basketball Final Four as well as high school and college football, concerts and special events.  For more information, go to

About Dickies:
Dickies isn’t just a brand, it’s a way of life. Family--owned Williamson-Dickie Mfg. Company has built a global powerhouse by making durable, functional clothing that works as hard as the people who wear them... and is the reason that Dickies picked these tough PBR athletes to be their representatives in the exciting world of PBR in 2005.

Founded in Fort Worth, Texas, in 1922, Dickies has a long history clothing farmers and ranchers around Cow Town and far beyond.

In fact, Mr. Williamson did America’s first consumer apparel research survey in the 1950s— on cowboys and their jeans. Henry Fonda memorably wore Dickies overalls in “The Grapes of Wrath,” playing an Okie in the dust bowl days of the 1930s, just like so many people continue to do on farms and ranches in the nation’s heartland. During World War II, Dickies made more than 9 million U.S. Army uniforms. When the G.I.s came home, they wore their Dickies into the fields, factories and garages and the twill workshirt/khaki pants “matched set” became the unofficial uniform for workers coast-to-coast. Icon Frank Sinatra wore a Dickies matched set in the WWII classic “From Here to Eternity,” as did Humphrey Bogart in “To Have and Have Not.”

But the real touchstone for Dickies is product innovation. Our design team is constantly updating the functionality and appeal of Dickies pants, shirts, denim, outerwear, uniforms and accessories to respond to changes in the workplace.

Yesterday, it was inventing permanent press, better coveralls and mass producing the zip fly. Today it’s improving duck work jackets or medical scrubs, creating the perfect cellphone pocket for your plumber, and introducing camo for weekends and longer workshorts for the bike delivery guy, just to name a few.

Now celebrities from Tim McGraw and Kid Rock to Outkast and Jesse James wear Dickies for the same reason millions of hardworking people around the world do. You can count on Dickies to work on the job every time, even if you’re throwing yourself in front of 2,000 pounds of moving meat, just for fun.

For more information, please visit

About WinStar World Casino:
WinStar World Casino has been partnered with Texas Motor Speedway for over four years. WinStar World Casino recently became the title sponsor of both NASCAR Camping World Truck Series races hosted at Texas Motor Speedway—the WinStar World Casino 400 on June 5th, 2009 and the WinStar World Casino 350 on November 6th, 2009. WinStar World Casino has also been the sponsor of every ticket printed at Texas Motor Speedway since 2004.

WinStar World Casino is conveniently located off Interstate 35 at Exit 1, just one mile north of the Oklahoma-Texas border and only 45 minutes north of Texas Motor Speedway. Modeled after world cities, WinStar World Casino recently completed a new gaming expansion that tripled the size of its casino floor as well as the number of electronic gaming machines, making WinStar World Casino the fifth largest casino in the world.

With more than 380,000 square feet of gaming, guests can enjoy over 5,700 electronic games as well as 76 table games including Poker, Blackjack, Pai Gow Poker, Baccarat, Ultimate Texas Hold ‘Em, and Three Card Poker. The casino also features seven restaurants with a variety of cuisines to meet your dining needs. The 2,800-seat Global Event Center serves as a convention and meeting space as well as a host to a wide variety of concerts featuring artists such as ZZ Top, Brooks and Dunn, and Journey. The Grand Opening of the brand new 395-room WinStar World Casino Hotel, taking place on Labor Day Weekend 2009, defines WinStar World Casino as the largest and most exciting casino in the region.

WinStar World Casino has also been involved in cross-promoting and cross-branding with Texas Motor Speedway. During the Race to Victory promotion, three WinStar World Casino guests were each awarded a 2009 Corvette and complimentary tickets to the WinStar World Casino 400. During the Samsung 500 race weekend, the WinStar World Casino Bus Stop offered fans a way to enjoy the best of both worlds by offering a round trip ride from Texas Motor Speedway to the newly renovated casino. The bus ran from 6 p.m. to 2 a.m. daily from Thursday to Saturday of race weekend.      

We are proud to have a partner like WinStar World Casino.  Please visit or call 1-800-622-6317 to learn more.



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