• by Fern Siegel , January 4, 2024

Bull riding may not be a familiar sport in the East, but it's gaining media traction. This weekend, Jan. 5-7, the Professional Bull Riders' Monster Energy Buck Off event arrives at Madison Square Garden.

The rider must stay on the bull at least eight seconds, long enough to demonstrate skill, while only touching the animal with their riding hand.

The marquee event will be broadcast Sunday on CBS, featuring new campaign creative — "It's Bull Time" — spotlighting Cole Hauser of "Yellowstone."

The work is from 160over90, PBR's new branding agency of record, which is launching the organization's first national brand marketing campaign. The campaign will run across TV, radio, OOH, digital, print and social, supported by PBR’s website, owned social and partnerships.

Ryan Brown, senior vice president, branding at 160over90, told Agency Daily: “In crafting this campaign and the larger brand strategy for PBR, our team thought about how we can honor and authentically connect with existing PBR fans, while also reaching new consumers who are increasingly curious about Western culture and lifestyle.

“It’s Bull Time” celebrates the brand and what it’s long been known for — visceral moments, memorable experiences and a salt-of-the-earth spirit of the American West — while inviting new connections across a growing fan base.”

To promote the brand, the PBR Cowboy Bar has opened in 14 cities, including Miami, Nashville, St. Louis and Pittsburgh. Prime Video also streamed the docuseries "The Ride," further publicizing the sport. PBR claims more than 10.9 million followers across social media, particularly Facebook and YouTube.

Bull riding dates to the 1600s, first done at Mexican haciendas. By the 1850s, it had become popular in the Southwest. The PBR World Finals is a tough multi-day event that determines the best rider and bull for the year. It also includes a $1 million bonus awarded to the rider who is crowned the PBR World Champion. 

The 2024 PBR World Finals: Unleash the Beast is slated for May 18-19 at AT&T Stadium in Arlington, Texas.