There are moments in sports when a city does more than host an event — it becomes part of the setting.
This Friday and Saturday, January 16 and 17, Milwaukee takes on that role.
A city built on industry, defined by work ethic, and loyal to athletes who are willing to put everything on the line will serve as the backdrop for one of the most unforgiving competitions in all of sports.
The Busch Light PBR Milwaukee presented by Cooper Tires brings Stop No. 5 of the PBR Unleash The Beast Series to Fiserv Forum, where outcomes are decided not by minutes, not by quarters, but by eight seconds.
Eight seconds that demand balance, courage, precision, and an ability to perform under pressure that few athletes in the world ever possess.
Why This Stop Matters
By the time the Unleash The Beast Series reaches Milwaukee, the season is no longer a projection — it is a proving ground.
Momentum has been established. Mistakes have already carried consequences. And every opportunity from this point forward carries real weight in the race toward a World Championship.
Milwaukee sits at a critical point on the calendar where riders either begin to separate themselves from the pack or find themselves chasing from behind. One qualified ride can reshape a weekend. One mistake can swing the standings.
Bull riding does not require a rulebook to appreciate.
One athlete. One animal weighing more than a ton. Eight seconds to stay in control.
There are no teammates to lean on, no timeouts to regroup, and no hiding from the moment. When the gate opens, everything happens at once — speed, power, violence, and composure colliding in real time. It is sport reduced to its rawest form.
This is not about flash. It is about toughness, accountability, and respect earned the hard way — values Milwaukee has always understood.
Inside Fiserv Forum, every ride will be felt. Every decision will be immediate. And every outcome will be final.
This is not something you stumble across.
It is something you circle on the calendar.
Event Information
Busch Light PBR Milwaukee presented by Cooper Tires
Stop No. 5 — PBR Unleash The Beast Series
Milwaukee, Wisconsin
Fiserv Forum
Friday, January 16 — 6:45 PM CT
Saturday, January 17 — 6:45 PM CT
Get tickets and explore everything you need to know about the event by clicking HERE.
Watch It Live or On Demand
For fans who are not able to attend in person but still want to catch every ride, every out, and every moment, the action can be watched live or on demand on Paramount+.
Broadcast dates and start times in your local area can be found HERE.
Monster Energy Team Challenge — Friday Night
The Monster Energy Team Challenge will take place during Round 1 on Friday night and serves as a unique crossover between the individual championship tour and the upcoming Team Series season.
While it functions as a standard Unleash The Beast go-round — one rider versus one bull, eight seconds at a time — it also acts as a preseason showcase for the PBR Teams format that will take center stage later this summer and fall.
Importantly, this is fully official competition. All rides count. All outs are recorded. And every point earned applies directly to the Unleash The Beast world standings.
At its core, nothing changes. It is still bull riding — one man, one bull, and a whistle that decides everything.
The riders highlighted in the Monster Energy Team Challenge are competing in two arenas at once. They are invited to represent their respective teams, but they are also entered in the Unleash The Beast event — the highest level of professional bull riding.
Game 1
Oklahoma Wildcatters @ Kansas City Outlaws
Kansas City Outlaws
• Alison dos Santos
• Cassio Dias
• Eric Novoa
• Koltin Hevalow
Oklahoma Wildcatters
• Cort McFadden
• Guilherme Valleiras
• JaCauy Hale
• Kase Hitt
Game 2
Arizona Ridge Riders @ Missouri Thunder
Arizona Ridge Riders
• Eduardo Aparecido
• Everton Natan da Silva
• Keyshawn Whitehorse
• Luciano De Castro
Missouri Thunder
• Andrew Alvidrez
• Kade Madsen
• Maverick Smith
• Paulo Eduardo Rossetto
Round One on the Radar: Matchups That Could Shape Milwaukee’s Weekend
As the chutes prepare to open this Friday night, Round One in Milwaukee presents a slate of matchups that demand attention – not just for star power, but for what they could mean to a championship race already tightening.
Fresh off a statement win at Madison Square Garden, going 4-for-4 including two 90-point rides, Sage Kimzey draws Money Hustler as he looks to turn momentum into separation.
John Crimber meets MF Darkside immediately – a test of timing and commitment right out of the gate.
All eyes will be on uncharacteristically struggling José Vitor Leme, who faces Body Bag while still searching for his first points of the 2026 season.
Brady Fielder, who won in Boston, opens against Muddy Jake. Marco Rizzo, who was world No. 1 earlier in the season, draws Drago. And current world leader Julio Cesar Marques begins his weekend aboard I’ll Make Ya Famous.
On paper, some of these matchups look straightforward.
But bull riding has never been about paper. Trips change. Reactions matter. At this level, preparation meets chaos – and chaos usually wins.
That is why this weekend matters. That is why this Friday and Saturday night, January 16th and 17th, Milwaukee becomes the epicenter of the toughest sport on earth.
BEYOND THE DIRT
Before we unleash the beast this Friday night, I want to shine a light on something that matters just as much to me as the greatest sport on earth. When cowboys come together for the greater good, incredible things happen.
The Midwest Outdoors Adaptability Foundation, supported by the PBR, stock contractors, and others who live by that same code, exists to make sure no one is left on the sidelines. Through Action Trackchairs—off-road mobility devices for people with physical challenges—the foundation helps individuals regain access to the outdoors many of us take for granted.
MOAF is the only nonprofit focused on providing these life-changing chairs to everyday civilians in Oklahoma and Arkansas who can’t afford them. Learn more at www.moafoundation.org. Life is too precious to watch from the window.
Photo courtesy of Bull Stock Media