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 June 1, 2026, PBR experiences were announced as part of the two-day grand opening celebration for Horse Soldier Farms over the Fourth of July weekend, featuring country music artists Chris Janson and Locash, Horse Soldier Bourbon, fireworks, and a tribute to American tradition in southern Kentucky. Previously, on May 19, TKO Group Holdings announced a multi-year partnership to host UFC, WWE, PBR, and Zuffa Boxing events in Arizona. Earlier, on May 14, PBR confirmed that its "Unleash The Beast" event will not return to Billings in 2027, stating the city will instead host a Velocity Tour event, according to the bull riding organization's vice president of strategic communications. This follows news from May 5, when Australian bull rider Brady Fielder and two other Australians competed for the GOLD BUCKLE at the PBR World Bull Riding Finals.
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Professional Bull Riders (PBR) offers 2 products in the media and telecoms services and sports industries. Professional Bull Riders (PBR)'s product portfolio comprises of media and TV services and riding and animal sports.
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