PBR Kicking Off 25th Season With Multiple Sponsor Announcements

PBR today will make multiple business announcements as it kicks off its 25th anniversary season in N.Y., led by official sponsor Monster Energy extending and expanding its relationship in a pact that will see it become the sport’s largest partner. As part of the extension, PBR’s premier series this season will be called the PBR 25th Unleash The Beast Tour, while Monster -- a PBR partner since '13 -- also will become the primary partner of PBR’s series in Australia, Brazil and Canada. The U.S. series was previously known as the Built Ford Tough Series, and PBR said that Ford retains its affiliation with the series as its official vehicle.

Also today, the bull riding series is announcing that Yeti has renewed for multiple years as its official cooler and drinkware. That deal includes a branded content series and entitlement of the sport’s bucking bull award. PBR’s season starts this weekend at MSG, and CEO Sean Gleason, rider JB Mauney and execs from sponsor Wrangler are ringing the Opening Bell this morning at the NYSE.