Brand Sense Marketing, LLC (BSM), an integrated marketing services company specializing in brand development, licensing, strategic alliances, promotions and sponsorship programs, has been selected as the exclusive licensing agent for the Professional Bull Riders, Inc. (PBR), it was announced today by Robert Hollander, president of BSM and Randy Bernard, chief executive officer of PBR.

As PBR's exclusive licensing agent, BSM will manage PBR's existing licensees which includes product offerings from master apparel licensee, Wrangler. BSM will also look to extend the Professional Bull Riders, Inc. brand with new licensees, strategic alliances, and retail partners for 2004 and beyond.

The Professional Bull Riders, Inc. (PBR) was formed in 1992 when 20 top bull riders broke away from the rodeo circuit to create a stage of their own. Today more than 700 bull riders from North America, South America and Australia compete across three series featuring more than 125 events for a share of $10+ million in annual prize money. More than one million fans attend PBR events each year and weekly television coverage of the Built Ford Tough Series on NBC and OLN (Outdoor Life Network) accumulates annual viewership of more than 100 million. A combination of adrenaline packed sports action, quality entertainment and a resurgence of the western lifestyle have propelled the PBR brand to new levels of acceptance from mainstream America.

"We are very excited to represent THE brand that is synonymous with America's original extreme sport - bull riding. The PBR captivates consumers with dangerous, on-the-edge-of-your-seat action!" said Hollander. "We see an opportunity to build on this high-energy phenomenon with the kind of long-term, strategic and comprehensive licensing program for which Brand Sense Marketing has become known."

"With BSM's broad range of experience in sports, entertainment and lifestyle brands," said Bernard, "we have faith that the sport of professional bull riding will soon be an unstoppable force in the world of licensing."

About Brand Sense Marketing
Brand Sense Marketing is an integrated marketing services company specializing in brand development, licensing, strategic alliances, promotions and sponsorship programs. The Brand Sense mission is to continually seek innovative ways and new venues to grow client's brands and secure new revenue sources. The company represents a broad range of clients in the sports, music & entertainment, automotive, retail, fashion, packaged goods and technology industries. Brand Sense Marketing is headquartered in Los Angeles, with another office in Detroit.