PBR: The Original Extreme Sport Goes Mainstream
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.
Presenters
Bonner Bolton
Rider
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 restJustin McBride
Singer
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 restLeah Garcia
TV Personality
PBR
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 restSean Gleason
CEO
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...
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