PBR's Unique Marketing Approach Examined On CNBC

Rasmussen Raking In Deals As Rodeo Clown

The marketing efforts of the PBR were examined on "Business Nation" last night by CNBC’s Steve Liesman, who noted the size of the PBR arena -- 137 feet wide -- "is determined by the amount of space they need for their signage.”  He asked PBR Senior VP/Production Clayton Cullen, “How come you haven’t put any sponsorship on the butt of the bull?” Cullen: “We have on a limited basis in times past and it’s been talked about and I’m sure you’ll probably see that in the future.”  Liesman said Ford, the title sponsor of the Built Ford Tough Series, the PBR's top division, “is everywhere (around the series), from autograph sessions at local dealerships to driving their trucks right out onto the dirt.” Ford Truck Marketing Manager Ben Poore said the sponsorship "has been very cost-effective for us, and the PBR keeps adapting with us to allow us to get more and more involved.”  Liesman added the PBR's rodeo clown, Flint Rasmussen, a math teacher from Montana, has a five-year, $1M contract with the bull riding series.  Liesman said Rasmussen "rakes it in with endorsements, like the big green ‘E,’" the Enterprise logo, on his shirt  (“Business Nation,” CNBC, 6/27).