Monster Energy Drink will title sponsor a new PBR event in Huntington Beach, Calif., this fall under a one-year deal. The Monster Energy Bulls on the Beach is scheduled for Saturday, Oct. 18, and will invite 15 riders and 15 bulls to compete for a chance at earning additional points in the PBR world standings. The event, to be held at a temporary arena on the beach, will air the following day on CBS after its NFL coverage. The PBR World Finals take place Oct. 22-26 at Las Vegas' Thomas & Mack Center. PBR staged a similar outdoor event in Times Square in ’10 prior to the World Finals. PBR Chair & CEO Jim Haworth said, “Over the years we’ve always tried to take the PBR to new venues and places. Any way we can get more eyeballs on us.” Monster also title sponsors PBR’s season-opening event “Buck Off At The Garden” at MSG and the new PBR touring series in Brazil. Monster VP/Sports Marketing Mitch Covington called the new event a “great opportunity for Monster to showcase our bull riding investment.” Covington: “It has a great timeslot with the NFL and should be a highly rated show.” Along with Monster, PBR sponsors Ford, the city of Las Vegas and Cooper Tires will have signage at the event, which is free and open to the general public. Haworth: “As you look at Monster and their involvement with us, we would say we’re the original extreme sport. We think we can continue to grow our fan base and our ability to be much broader than just a western lifestyle sport.”
