PBR Announces Renewal Of Deals With Top Sponsor Ford, 10 Other Partners

The PBR yesterday announced a renewal of its longtime sponsorship deal with Ford. The automaker has been title sponsor of PBR’s Built Ford Tough Series for more than 12 years. Financial terms of the multiyear deal were not available. PBR most recently renewed its Ford deal in January '13. PBR Chair & CEO Jim Haworth said, “When you look at Ford Trucks and what they’ve been able to accomplish, I think our fans and their customers see that tie-in with a tough sport. It’s a marriage made in heaven.” Ford’s activation with PBR includes the Built Ford Tough Good Works Program, which profiles bullriding fans who make a difference in local communities using their Ford trucks throughout the season. Ford at the end of the year will award a VIP trip for two fans to the Built Ford Tough World Finals in Las Vegas, a $25,000 donation to charity and a new ‘15 F-150. Ford Global Advanced Product Marketing Manager Matt McDonnell in a statement called PBR a “fast-growing, exciting sport,” and said Ford and PBR's values and ideals “are well-aligned.” Meanwhile, PBR also announced renewals with 10 other sponsors, including longtime partners Jack Daniel's, Stanley Black & Decker and Cooper Tires. As ’15 marks Ford’s 13th season with PBR, Jack Daniel’s, PBR’s oldest sponsor, is celebrating 21 years. “When we can have that kind of tenure with sponsors, and also new sponsors, it says that they see the benefit and are getting return on their investment,” Haworth said. “Today in sports it has to go much broader than they just like the sport, they have to see the return on investment. We’re excited about the direction we’re headed in.”