Professional Bull Riders, also known as PBR, is a privately owned international professional bull riding organization headquartered in Pueblo, Colorado, United States. Founded in 1992, with approximately 240 employees, the company functions as a tier 1 media tech buyer. As part of Endeavor, a global sports media entertainment company, PBR specializes in spectator sports.
On August 20, 2026, Mack Trucks became the official hauler for Professional Bull Riders (PBR), marking its first partnership in Western sports. The agreement includes a branded Mack presence at events such as the PBR Teams Gambler Days in Austin, Texas, from August 21-23. Previously, on August 7, experiential design firm Ideum collaborated with The National Cowboy and Western Heritage Museum to create the new PBR Heroes & Legends Hall of Fame exhibition, which opened alongside the annual PBR Heroes & Legends Celebration. Earlier, on June 1, PBR bourbon experiences were featured at the two-day grand opening celebration for Horse Soldier Farms during the Fourth of July weekend in southern Kentucky. This followed a May 19 announcement from TKO Group Holdings, which detailed a multi-year partnership with the Arizona Sports & Events Alliance and Legends Global to host several events in Arizona, including the PBR World Finals in the Phoenix area, alongside Noche UFC and the WWE Royal Rumble.
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Professional Bull Riders (PBR) offers 2 products in the sports and media and telecoms services industries. Professional Bull Riders (PBR)'s product portfolio comprises of riding and animal sports and media and TV services.
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