SBD/Morning Buzz

Professional Bull Riders Set To Unveil Pabst Blue Ribbon Sponsorship

In what may be the most logical union ever struck between a sports property and a brand, the Professional Bull Riders and Pabst Blue Ribbon today will announce a three-year agreement making PBR the official beer of the PBR. The circuit will unveil its new sponsor tonight at the Madison Square Garden Invitational in N.Y., releasing bulls from beneath a 10-foot tall replica of a PBR Tall Boy can. The brewery also will sponsor a Pabst Blue Ribbon Bull Award, handed out to the top scoring bull at each stop on the 29-event Built Ford Tough Series.

PBR at eight tour stops will host an in-arena “Pabst Party Zone,” where fans who are chosen via text-to-win and other sign-up opportunities will receive backstage access, upgraded seating and rider meet-and-greets. Neither PBR would reveal financial terms. "There was obviously the connection with the name,” said Pabst Brewing Company co-Owner Daren Metropoulos. “Everybody talks to us about, hey, you guys ought to be involved with PBR. What better fit?”
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