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On January 4th, the nation’s leading brewer, Anheuser-Busch, announced that it had become the national marketing sponsor of PBR, which does not stand for Pabst Blue Ribbon, the beloved slacker beer brand, but something more rugged, Professional Bull Riders.
PBR is the world’s premier bull riding organization. More than 500 bull riders compete in more than 200 events annually and it’s a big deal with international circuits in Australia, Brazil, Canada and Mexico.The new multi-year deal celebrates the riders, teams and fans of one of the fastest-growing athletic competitions in the US.
The new deal spans PBR’s premier individual competition and Teams League along with the sport’s top expansion tours, making Anheuser-Busch one of PBR’s largest and most impactful brand partners. The partnership will primarily focus on on Michelob ULTRA, the nation’s second-largest beer brand.
“As one of the longest-standing sport sponsors in the world, Anheuser-Busch and our industry leading brands continue to find innovative ways to connect with loyal fanbases through partnerships with organizations like PBR,” said Brendan Whitworth, CEO, Anheuser-Busch.
(Courtesy Anheuser-Busch)
“Michelob ULTRA is a growth leader within the beer category, Whitworth added, “and this partnership with PBR is another example of Anheuser-Busch delivering on our promise to be there for the moments that matter to beer drinkers and sports fans across the country.”
“Anheuser-Busch has been supporting PBR and rodeo cowboys since 1993 when they signed on as PBR’s first title sponsor. They also stepped up to help PBR pay the first $1 million dollar bonus to a Western sports athlete,” said PBR CEO and Commissioner Sean Gleason. “We’re very excited about everything they’ll bring to our sport.”
“One of the many reasons we love A-B is their eagerness to dive head-first into premier sports partnerships,” said Josh Baker, Chief Revenue Officer, PBR. “The resources, thought, and activation they bring to the table benefits everyone involved. We’re excited to embed the Michelob ULTRA brand into the fabric of PBR through a holistic portfolio of assets across all four of our domestic tours.”
Anheuser-Busch joined PBR in opening the New York Stock Exchange on January 5. That evening, the world’s top cowboys took on the rankest bulls at Madison Square Garden to open PBR’s three-day Buck Off at The Garden premier Unleash The Beast event.
“Sponsoring PBR complements our other leading national partnerships across NFL, NBA, MLB, UFC, Soccer, and the hundreds of local teams, festivals, talent, and entertainment across the country,” said Kyle Norrington, Chief Commercial Officer, Anheuser-Busch. “We believe we’ll continue to drive excitement for our consumers.”
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