Ariat Becomes PBR's Newest Corporate Partner


In This Article

The Professional Bull Riders, Inc. (PBR) is thrilled to announce an exciting new partnership with Ariat International, Inc., America’s fastest growing Western boot company.  Now known as the Official Boot Partner of the PBR, Ariat was founded in 1990 and is sold at retail outlets worldwide.   

“Our entire organization is excited about working with an aggressive market leader like Ariat,” stated Randy Bernard, Chief Executive Officer (CEO) of the PBR.  “Even though many of our fans are already familiar with the exceptional quality of Ariat products and people, we’re pleased to help spread the word beyond the traditional boundaries of the Western and equestrian lifestyles.”

"We are thrilled to partner with PBR as their Official Boot,” said Beth Cross, president and CEO of Ariat. “We have extraordinary respect for the PBR management team, the PBR athletes and fans; this is an exciting partnership for all of us at Ariat.”

As PBR’s newest national partner, Ariat will have strong signage presence at all Built Ford Tough Series events with the cornerstone of the partnership being retail activation in BFTS markets.  PBR and Ariat will work together to bring PBR activities and a festival environment to western retailers across the country and give Ariat boot purchasers free tickets to each PBR event.  Autograph signings with the superstars of the PBR; PBR’s one-of-a-kind dueling mechanical bulls; and other benefits will be scheduled during these exciting events.  In addition, PBR fans will have the opportunity to win an exclusive all-access package that includes the best seats in the house, meet & greet opportunities and an opportunity to watch the event from “Behind the Chutes.” 

Ariat will also sponsor an in-arena promotion where one lucky fan will be eligible to win a voucher for a pair of Ariat boots during at least one performance at each remaining Built Ford Tough Series (BFTS) event. Fans will enter to win the boots at the Ariat concourse booth.  Additionally, Ariat will present each BFTS event winner with a pair of boots during the check presentation at the conclusion of every event.

“Both Ariat and the PBR are exceptional marketing organizations.  Working together, we plan to bring our combined message to millions, through television, live events, and promotions at western retail locations nationwide,” said Sean Gleason, PBR’s Chief Operating Officer (COO).  “It will be more than a name-recognition campaign; it will be an opportunity for both companies to bring fans closer to our sport in a powerful way.”

For more information regarding the new partnership between the PBR and Ariat, please visit or contact the Professional Bull Riders at 719.242.2800.

Don’t 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 Ariat International, Inc.:
Ariat International, Inc. is a leading manufacturer of innovative performance equestrian footwear, apparel, handbags and belts. Featuring a patented technology designed to deliver stability, durability and comfort, Ariat pioneered the application of advanced athletic shoe technology into English riding boots and authentic Western boots. Ariat products are sold in a network of retail outlets throughout the world. For more information about Ariat products or for the Ariat retailer nearest you, contact Ariat at 800.899.8141 or visit

© 2018 PBR Inc. All rights reserved.