News Summary:
Mack Trucks became the official hauler for Professional Bull Riders (PBR) on August 20, 2026, marking the truck manufacturer's first Western sport partnership and including a branded presence at the PBR Teams Gambler Days in Austin, Texas, from August 21-23. Previously, on August 7, experiential designer Ideum collaborated with The National Cowboy & Western Heritage Museum to create the new PBR Heroes & Legends Hall of Fame exhibition, which opened alongside the annual PBR Heroes & Legends Celebration. This followed the August 4 announcement that PBR, UFC, and WWE would host three major events in the Phoenix area, including the PBR World Finals, as part of a new multi-year partnership between TKO Group Holdings, the Arizona Sports & Events Alliance, and Legends Global. TKO Group Holdings initially announced this multi-year partnership to host UFC, WWE, PBR, and Zuffa Boxing events in Arizona on May 19. Earlier, on June 1, PBR bourbon experiences were part of Horse Soldier Farms' two-day grand opening celebration in southern Kentucky, which also featured country music, fireworks, and a tribute to American tradition.
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