Dr Pepper to sponsor PBR's Iron Cowboy V

AT&T Stadium will host the Built Ford Tough Series Iron Cowboy V on March 1. Photo by Andy Watson / BullStockMedia.com.


  • Dr Pepper has the official naming rights for Iron Cowboy V.
  • The Dr Pepper Iron Cowboy V is set for March 1 at AT&T Stadium in Arlington, Texas.
  • Country star Justin Moore will play a pre-event concert starting at 6 p.m.

In This Article

ARLINGTON, Texas ― The Professional Bull Riders Iron Cowboy V, taking place March 1 at AT&T Stadium in Arlington, Texas, welcomes a one-of-a-kind entitlement partnership for the most anticipated regular-season event on the 2014 Built Ford Tough Series. 

Local community partner Dr Pepper is placing their support and marketing strength behind the PBR’s fifth consecutive visit to Arlington by securing the naming rights of the one-day event – “Dr Pepper Iron Cowboy V”.

“Dr Pepper partners with unique properties and brands that help us amplify our One of a Kind personality,” said Jim Trebilcock, executive vice president of Dr Pepper Snapple Group. “Partnering with the PBR, a top notch Western lifestyle brand, for an event at one of the world’s most spectacular venues (AT&T Stadium) gives Dr Pepper a great way to reach and engage with our fans.”

“We’re proud to be associated with an industry leader like Dr Pepper,” said Jim Haworth, chairman and CEO of the PBR.  “Our research shows that PBR fans like Dr Pepper; the quality product it is and what it stands for. The Dr Pepper Iron Cowboy V will have the most unique format of any of the events on the Built Ford Tough Series. And, because of this year’s added opportunity for one cowboy to win a million dollars, we are looking forward to it with great anticipation.”

The Dr Pepper Iron Cowboy V, the ninth stop on the 2014 Built Ford Tough Series, will feature 24 of the BFTS’s elite bull riders competing head-to-head in a bracket-style competition for a total purse of $150,000. The riders will be randomly drawn into brackets, with the rider who achieves the highest score or longest ride time in each matchup advancing to the next round. The matchups will continue until one cowboy prevails and is declared the “Iron Cowboy.” 

This year the “Iron Cowboy” will not only receive $50,000, but also the opportunity to win an additional $1 million with a successful ride in the bonus round.

The bull riding action begins at 7 p.m. Tickets ranging in price from $20 to $150 can be purchased at the AT&T Stadium Box Office, all Ticketmaster locations, ticketmaster.com or by calling (800) 745-3000. Ticket prices include a pre-event concert, at 6 p.m., by country star Justin Moore.

Arlington is the ninth of 27 stops on the 2014 PBR Built Ford Tough Series schedule, and one of only 18 cities to host the series before the PBR takes its summer break in May. The season will conclude at the PBR Built Ford Tough World Finals in Las Vegas on Oct. 22-26. The 2014 PBR World Champion, the bull rider who earns the most points during the 2014 season, will receive the coveted World Championship belt buckle and a $1 million bonus while in Vegas. For more information, please visit www.pbr.com.

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