SBJ/20110103/This Week's Issue

PBR hires event marketing agency JHE

Pro Bull Riders Inc. has hired Charlotte-based event marketing agency JHE to provide game-day presentation equipment and assistance for the 2011 season.

JHE will send an engineer, a technician and a truck equipped with all of the PBR's technical, game-day presentation needs to each of the 29 stops on the PBR tour. The agreement is expected to help the PBR save time and resources spent unloading, installing and learning to work the equipment at the multiple venues it visits each year.

The truck is a 55-foot hauler that includes a control room that can manage the video boards or scoreboards at the multiple arenas the PBR visits. It allows the PBR to save on labor and improves its production abilities during events.

"It's a significant expansion of our capabilities on-site," said PBR President and COO Sean Gleason. "This allows us to integrate elements of our TV coverage into the live event."

The decision to hire JHE comes at a time when sports venues from Cowboys Stadium to Charlotte Motor Speedway are investing in equipment and technology to improve the game-day experience for fans. The PBR hired former NBC producer David Neal to produce its TV programming in 2011, and it hopes the JHE truck enables it to deliver some of that production to fans attending events.

The PBR is the first non-motorsports client to hire JHE in several years. Although the agency previously worked locally with the Charlotte Hornets and Carolina Panthers, its focus in recent years has been on motorsports clients. It manages the mobile stage that the Speed network erects at races and Sprint's on-site activation at NASCAR races.

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