Monster Energy Drink becomes title sponsor of Brazil series

Silvano Alves competes during a 2013 PBR Brazil event. Photo by Andres Silva /


  • Monster Energy Drink is now the title sponsor of the PBR's premier Brazilian circuit.
  • The Monster Energy PBR will consist of 30 elite events throughout Brazil.
  • They are the second U.S. brand to support the PBR's most popular international series.

In This Article

PUEBLO, Colo. ― The Professional Bull Riders (PBR) and Monster Energy Drink have expanded their two-year partnership, which currently supports the elite Built Ford Tough Series and a team of bull riders, to now include entitlement of the PBR’s premier Brazilian circuit. The Monster Energy PBR will consist of 30 elite events throughout Brazil and kicks off at ExpoLondrina on April 11. The series will include stops in Americana, Guaxupe, Sao Jose do Rio Preto and Barretos. 

Monster Energy becomes the second U.S. brand to support the PBR’s most popular international series, joining Stanley Black & Decker. More than 400 PBR bull riders compete throughout the summer months in Brazil for $1.5 million in total prize money and valuable points which count toward qualification for the prestigious PBR Built Ford Tough World Finals in Las Vegas and the PBR World Championship.

“Bull riding is hugely popular in Brazil and half of the PBR riders we sponsor, Guilherme and Robson, are from there,” said Mitch Covington, vice president of sports marketing for Monster Energy. “Whether in the U.S. or Brazil, the PBR’s intensity and its fan base’s passion align perfectly with Monster Energy’s brand.  This is a great opportunity for Monster Energy to reach a built-in audience who is very loyal to the PBR and its Brazilian stars.”

“Monster Energy's sportfolio is synonymous with extremism, pushing limits and living on the edge,” said Jim Haworth, Chairman and CEO of the PBR. “It appeals to a group who desires not only the best, but also the MOST.  The PBR and its athletes strive for the MOST every second of every ride, making this a synergistic partnership with great potential for both entities.”

“We are extremely excited to have such a great partner as title sponsor of our Brazilian series,” said Dave Cordovano, chief global events officer for the PBR. “Monster Energy is an iconic brand with worldwide recognition and is involved with only the best sports organizations and their athletes. Our partnership will take the sport to the next level in Brazil.”  

The PBR opened offices in Brazil in 2006.  Bull riding is second in popularity to only soccer in this South American country. Live event attendance at PBR events surpasses soccer by nearly double and the talent produced on the Brazilian tour is top-notch.  Eight PBR World Champions, including five of the past eight, have been Brazilians – Silvano Alves (2011, 2012), Renato Nunes (2010), Guilherme Marchi (2008), Ednei Caminhas (2002) and Adriano Moraes (1994, 2001, 2006).

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