The PBR Jim Shoulders Lifetime Achievement Award recognizes those who throughout their life and professional career have contributed to the advancement of the sport of bull riding and rodeo. Their efforts include significant contributions that have had a positive and continued impact on the development and growth of the bull riding and rodeo industries. The Jim Shoulders Lifetime Achievement Award, created in 2011, is named for perhaps the greatest western-sports athlete of all time. Jim Shoulders was a giant in and out of the arena, winning 16 world titles, and becoming a household name in the process.