• by David Goetzl  @dgoetzl, January 26, 2009

As Mark Burnett joins, German liquor Jagermeister returns to a reality show about the rodeo. The beverage is the presenting sponsor of "Toughest Cowboy," which debuts Thursday on Spike, where would-be rodeo stars go head-to-head.

Burnett and AEG will have co-production duties as the series shifts to the Viacom network after two years on Fox Sports Net.

Jagermeister was a sponsor last season; its deal includes signage in the arenas where the competition takes place--visible to cameras--as well as branded jerseys worn by the contestants. The typical plaid or denim shirts that cowboys wear are replaced in the series by jerseys that allow viewers to tell the contestants apart. The Jagermeister sponsorship agreement includes other exposure in the series as well.

Wrangler and Home Depot are also jersey sponsors.

The eight-episode series will air Thursdays at 11 p.m. Twelve competitors will compete in bull riding and other skill areas, with the winner getting a Wyoming ranch.

Mark Burnett Productions takes over in an executive producing capacity--its first such role in a new partnership with AEG, the sports and entertainment company.

Jagermeister, which is distributed by Sidney Frank Importing Co., will try to leverage its show sponsorship by hosting "Toughest Cowboy" viewing parties in bars nationwide.