WME-IMG co-President Mark Shapiro said that in "trying to cross into the mainstream, PBR is following a playbook" set by the NFL and NASCAR that "targets casual and female fans," according to a front-page piece by Erich Schwartzel of the WALL STREET JOURNAL. For Shapiro, success "relies on riders like Jess Lockwood," tapped by WME-IMG as a "possible breakout star." Lockwood "recently posed for a photo shoot for the fashion-conscious Interview magazine." He looked like the "tough teen idol WME-IMG wants him to be: eyes pressed into a squint, biceps defined against a tight tank top and a scar visible on his right arm from the time a bull stepped on it." WME-IMG said Lockwood bears "more than a passing resemblance to Justin Bieber." To "bring in new viewers," WME-IMG last year "sold a documentary on Brazilian riders called 'Fearless' to Netflix Inc. and expanded telecasts to more than 130 territories as varied as France, China and Bosnia." Up next will be "consumer products and apparel, more overseas expansion and more reality television." Early signs show the "efforts are paying off," as attendance in '16 was up 7% and viewership on CBS Sports increased 12%. Additionally, female viewership was up 23%, and events "have expanded to unexpected locales, including Bangor, Maine." Retired bull rider Bonner Bolton will be on this season of ABC's "Dancing With The Stars" (WALL STREET JOURNAL, 3/6).
