IMM and Professional Bull Riders forge partnership to expand sport's presence in Brazil

Kaique Pacheco is one of six Brazilian riders currently ranked in the Top 10 in the world standings. Photo: Andy Watson/


  • PBR will be partnering with IMM, a Brazilian sports and entertainment company, to expand the sport's presence in Brazil.
  • IMM, which works with such leading sports and entertainment brands as the Rio Open and Sao Paolo Fashion Week, will work with the PBR to create new events.
  • The PBR has operated in Brazil since 2006, and six Brazilian riders are currently ranked in the Top 10 in the world standings.

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PUEBLO, Colo. – PBR (Professional Bull Riders) today announced a multi-year partnership with IMM, a Brazilian sports and entertainment company controlled by Mubadala Development Company, to expand the sport’s presence in Brazil.

This partnership builds on IMM’s existing relationship with sports, fashion, media and events leader IMG and mixed martial arts leader UFC, also part of the Endeavor network of companies alongside PBR.

IMM will work with PBR to create new events, including a proprietary tour for the Brazilian market which will award world qualifying points and serve as a stepping stone for PBR’s elite tour in the U.S.

The first two events under this new partnership will be held in Goiania on December 1, 2018 and Belo Horizonte on December 15 and is slated to expand to  cover six Brazilian cities in 2019 and up to 10 by 2020. In addition to these new proprietary events, the PBR championship will continue in some Brazilian cities as part of the Rodeo Festivals and Agricultural Expositions programs.

PBR, now celebrating its 25th anniversary, has operated in Brazil since 2006, producing events in conjunction with the largest rodeo festivals including Barretos, Jaguariuna and Americana. Brazilian athletes thrive in the sport, winning nine of the 24 World Championship titles. In the current PBR world standings, six Brazilians are ranked inside the Top 10, with Kaique Pacheco, Claudio Montanha, Jr. and Jose Vitor Leme in the top three positions.

IMM works with leading sports and entertainment brands such as Cirque du Soleil, Rio Open, São Paulo Fashion Week, UFC, Taste of São Paulo, Rock in Rio, and hit musicals like Singin’ in the Rain and The Little Mermaid. This new venture will further strengthen and diversify its portfolio in joining with another powerful brand in the sports business.

“With this partnership, our portfolio gets even more complete and robust,” said IMM president Alan Adler. “Our plan is to always have an excellent range of sports and entertainment products so that our partners’ brands may offer the best experiences, generate relationships and get closer to their audiences. We are always seeking to develop platforms that can bring impact and relevance to the market.”

PBR’s commitment to the health, safety, welfare and respect of the animal athletes in the sport was an important component in solidifying the partnership. The care and treatment of PBR bulls, which are genetically bred to buck, remains a top priority for the organization, which operates under a strict policy to prevent any mistreatment of an animal associated with the PBR. 

“Bull riding and rodeo in Brazil have historically opened for music acts at major festivals,” said Sean Gleason, CEO, PBR. “Following the model that began 25 years ago in the U.S., it’s time for the PBR brand to stand on its own with new proprietary events coupled with the Rodeo Festivals. Our relationship with Alan Adler and IMM, along with our media partnership with Bandeirantes Communication Group, will help recreate the successful model we enjoy elsewhere in the world based on proprietary PBR events, media exposure, and control of our destiny. We are very excited about the future of our business together.”

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