PBR ropes Monster

Professional Bull Riders and Monster Energy hitched a partnership expansion last week just ahead of PBR’s 25th anniversary season, which kicked off on Friday night at Madison Square. The deal sees Monster, which has sponsored PBR riders and events since 2011, land primary marketing rights to PBR’s 25th anniversary tour, now called PBR 25th “Unleash the Beast Tour.” The multi-year agreement makes Monster PBR’s largest global partner and will see Monster become the primary partner for the major PBR tours in Australia, Brazil, Canada, and the U.S. Globally, PBR annual attendance is 3 million fans, and the sport is available in more than 400 million homes on television.

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