Jan 06, 2012 at 02:29 PM
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PBR (Beer) To Sponsor PBR (Bull Riding)

The Professional Bull Riders and Pabst Brewing Company are today debuting a multi-year relationship that will make Pabst Blue Ribbon Beer the exclusive beer partner of Professional Bull Riding. Terms of the deal were not released.

Activation includes unique signage at all Built Ford Tough Series events, where the iconic Pabst Blue Ribbon Tall Boy will be integrated throughout the arena. Professional Bull Riders will also introduce the first "Pabst Blue Ribbon Bull Award," which will recognize the outstanding bull performance at each event based on athleticism, strength and speed. Further, in eight key markets, Pabst Blue Ribbon will host the "Pabst Party Zone," an exclusive fan experience that will give attendees the opportunity to go behind the scenes with the Professional Bull Riders while enjoying an ice cold Pabst Blue Ribbon, including access to upgraded seating and rider autograph sessions and meet & greets. The eight markets will be Anaheim, Portland, Atlanta, Houston, Arlington, Detroit, San Antonio, and Nashville, with fans being awarded entrance at random after signing up via SMS text and at Pabst Blue Ribbon activities booths.

"For over a century, Pabst Blue Ribbon beer has been an iconic brand with a fiercely loyal consumer base that respects authenticity. The relationship between Pabst Blue Ribbon and Professional Bull Riders connects two American originals like never before," said Daren Metropoulos, co-owner of Pabst Brewing Company. "We know that bringing together one of the fastest growing beers with one of the fastest growing sports will result in fun and original opportunities for the brand as well as our consumers, and we're looking forward to that synergy," said Evan Metropoulos, co-owner of Pabst Brewing Company.

"Pabst is a brand that will resonate with our fans, and introduce our sport to others," said Professional Bull Riders CEO Jim Haworth. "We're excited to have Pabst Blue Ribbon and the Pabst Brewing Company as a proud sponsor of the Professional Bull Riders."