• by Karl Greenberg , February 13, 2007

Ford is boosting its exposure to bulls.

The company, which has been a sponsor of the Professional Bull Riders (PBR) circuit for several years, launches a promotional sweepstakes this week called "Battle for the Bull" which gives consumers a chance to win partial ownership for one year, of a bull--a Ford-sponsored bull--named Super Duty.

The Web effort is at www.battleforthebull.com. Finalists get a trip to the PBR World Finals in Las Vegas in November.

Ford is the exclusive automotive sponsor of PBR, but not the only automaker vying for truck dominance in bull riding.

Chrysler Group's Dodge division has been a sponsor of the Professional Rodeo Cowboy's Association since the 1980s, and is currently title sponsor of the Dodge Xtreme Bulls Tour, whose 2007 season will be covered on ESPN and ESPN2.

This year, to promote its redesigned Tundra pickup, Toyota has joined the fray, with title sponsorship of the Professional Championship Bull Riders.

Ford became involved with PBR in 2001 as presenting sponsor--then title sponsor of the Built Ford Tough Series, a 29-city tour. According to PBR, the Built Ford Tough Series presented by Wrangler, and broadcast on Outdoor Life, Fox, NBC, VERSUS and others, garners over 100 million viewers per year.