2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

PBR: The Original Extreme Sport Goes Mainstream

Friday, March 11
5:00PM - 6:00PM

Four Seasons
Ballroom AB
98 San Jacinto Blvd

With more than 300 events each year attended by 3 million people, and rising television viewership reaching more than half a billion households in 50 countries, PBR is one of America’s fastest growing sports. As the major sports leagues maintain high barriers to entry for brands, PBR’s courageous cowboys and bucking bulls present a growing alternative for reaching the desirable 18-34-year-old segment, where PBR is very well positioned compared to the major stick-and-ball leagues. PBR’s crossover appeal presents an interesting business challenge: PBR markets to a diverse demographic from a rapidly growing youth audience to an older demographic and all points in between, including geographies and cultural centers spanning from Sioux Falls to New York City. Hear from industry execs and the athletes themselves about modernizing an iconic brand in a way that brings in new fans and keeps core customers energized, while appealing to the young and old, the rural and urban, alike.

Hashtags: #sxsw #SXsports


Bonner Bolton at SXSW

Bonner Bolton


Professional Bull Riders

Bonner’s father rode bulls for 20 years so he credits him with teaching him how to ride. He started riding steers when he was 10 years old and worked his way through junior bulls, etc. Bonner adds ...

Show the rest
Justin McBride at SXSW

Justin McBride


Two-time PBR World Champion (2005, 2007) Justin McBride spent 10 years on the Built Ford Tough Series, collecting more than $5.1 million in earnings. He was the first bull rider to earn more than $...

Show the rest
Leah Garcia at SXSW

Leah Garcia

TV Personality


Leah Garcia is a professional media icon, an award-winning infomercial host, on-air talent and entrepreneur. Since 1998, she has covered a variety of sporting, lifestyle, and fitness-related event...

Show the rest
Sean Gleason at SXSW

Sean Gleason


Professional Bull Riders

Sean Gleason is CEO of Professional Bull Riders (PBR), one of America’s ten most popular sports now available in 500 million homes worldwide.

Gleason was named PBR’s CEO in 2015, after serving f...

Show the rest


Film Badge, Interactive Badge, Gold Badge, Platinum Badge
Event Type
Thanks to our sponsors
Esurance Logo Mazda Logo Monster Energy Logo CapitalOne logo Bud Light logo McDonald's logo Austin Chronicle Logo
Music sponsor
Sonic Bids Logo Pandora Logo Marriott Rewards Logo
Interactive sponsor
Deloitte Digital Logo Ten-X Logo United Airlines Logo Samsung Logo