People and Pop Culture
Closing Shot: That Was Some Ride
The PBR was the first sport out of the chute during the pandemic and since then has ridden out the many challenges along the way, culminating with a successful World Finals.
The socially distanced World Finals at AT&T Stadium attracted more than 43,000 fans across the event’s four days.Andy Watson / Bull Stock Media
The global pandemic did its best to buck the Professional Bull Riders from a full 2020 season, but the outfit would not relent, becoming the first major pro sport in North America to return to competition in late April, one of the first to welcome fans back in July, and culminating with the PBR World Finals Nov. 12-15 at AT&T Stadium.
In his motor home, traveling from Arlington, Texas, to Corpus Christi for an event onboard the USS Lexington — the last activity of the year — PBR CEO Sean Gleason reflected on the long road traveled in 2020, which saw 19 events conducted post-shutdown, 12 with fans.
Once the PBR couldn’t get the needed approvals from Nevada officials to hold the World Finals at its traditional location in Las Vegas during the pandemic, the event was shifted to AT&T Stadium. The decision was made easier because the PBR knows the building’s load-in and load-out procedures well, the dates lined up with the Cowboys’ bye week, and fans could be socially distanced with room to spare inside the massive venue.
Still, PBR had less than two months to plan the re-staged event and only a matter of days to convert the floor because the Cowboys hosted the Steelers on Nov. 8. Despite the challenges, Gleason said the PBR pulled it off flawlessly.
Among the event’s highlights was an announced attendance of 43,552 across the four days, which Gleason said met expectations, although that total still was just roughly half the crowd that the PBR normally experiences for the World Finals when full capacities are allowed.
In addition, the PBR held the inaugural Women’s Rodeo World Championship Nov. 9-12 at Will Rogers Memorial Center in Fort Worth, Texas. Gleason said the PBR put up $750,000 for the event this year and plans for that to increase to $1 million or more in future years.
Gleason praised the overall effectiveness of PBR’s health and safety protocols which, notably, included pod-seating of fans, which has become the norm for leagues and teams. “It’s a disease that has to be taken very seriously. You have to think through every opportunity where people can become infected or infect others,” Gleason said on the key lesson PBR learned during the pandemic. “But you don’t have to fear this disease to have safe and responsible events. That’s what everybody has to start embracing.”
Looking back, Gleason said the season had its obvious challenges, but many successes as well. Television viewership for the season was up 8%, according to Nielsen. PBR increased its followers on social media by 18%, while minutes viewed on its RidePass over-the-top network increased 8%.
In all, while the pandemic forced the PBR to move events to new markets including Salt Lake City; Des Moines, Iowa; Fort Worth; Guthrie, Okla.; and Lincoln, Neb., the actual number of events didn’t change. And the only event that was moved and later postponed, set for Pensacola, Fla., was rescheduled to 2021 not because of the virus but due to Hurricane Sally.
Like other sports properties, 2020 forced the PBR to innovate to keep events in play and maintain the sport’s position in the spotlight. It will hope for a tamer ride in 2021.
