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Headquartered in Pueblo, Colo., PBR was created in 1992 by a group of 20 visionary bull riders who broke away from the traditional rodeo scene, seeking mainstream attention and a livelihood for future generations of cowboys for the most popular discipline in rodeo, bull riding. More than 500 bull riders from around the world including the United States, Australia, Brazil, Canada and Mexico hold PBR memberships. They compete in more than 200 bull riding events each year.

For every rider, the ultimate goal is to qualify for the PBR World Finals, the richest bull riding event on the planet, with the season champion receiving the golden World Championship buckle and $1 million bonus. Collectively, PBR broadcasts reach 250MM households in more than 20 countries, and RidePass brings its growing subscriber base more than 150 rodeo and PBR events live and on-demand. On social media PBR generates more than 1.7 billion impressions, 606 million video views and 629 million video minutes viewed. PBR’s channels are recognized to have among the most fan engagement of all major sports.

PBR actively licenses its official trademarks, bulls, riders and other intellectual property to develop consumer goods customized with avid fans and newcomers to the sport in mind. PBR’s licensing program includes more than 30 official PBR licensees with consumer products in various categories, including apparel, accessories, home goods, toys, novelties, and more. With the addition of international PBR offices, licensing opportunities have expanded into Australia, Brazil, Canada and Mexico. PBR is actively licensing its trademarks, logos and other intellectual properties in each of these countries. In response to the demand for PBR branded products, the PBR will continue to supply top-quality products to the greatest fans in the world

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