"For the past year, the Fritos brand has been a proud sponsor of Justin McBride, not only for his athleticism and success at one of the world's toughest sports, but because of the straightforward, authentic life he lives outside of competition," said Tyler Reeves, Frito marketing.  "Similar to the values the Fritos brand was founded on more than 70 years ago, this television commercial celebrates Justin's commitment to his sport and his dedication to his friends, fans and family."

In 2005, McBride, from Elk City, Okla., came to the Built Ford Tough World Finals as the front runner and overcame tremendous pressure to win his first world title in the final seconds of the event. McBride ended the 2005 season with 13,415.25 BFTS points and eclipsed the previous PBR season earnings record with $1,529,630 in PBR bucks. He is poised to cross the $3 million dollar mark in PBR career earnings within weeks and is the second highest ranked money earning bull rider of all time.  He also tied the record in 2005 of winning the most Built Ford Tough Series event titles in a single season. This year, McBride has accumulated enough tour points to place himself firmly among the top ten PBR athletes in the world standings.

Fritos Brand Corn Chips, one of America's favorite snacks, is made from three simple ingredients: corn, corn oil and some seasoning.  Originally introduced in 1932, the brand has grown into one of America's leading snack brands and is part of the portfolio of snacks from Frito-Lay North America, the $10 billion convenient foods division of PepsiCo.

About PBR:
More than 104 million viewers tune in each year to the PBR on FOX, NBC, OLN and on a host of foreign networks across the globe. With over 500 hours of prime time programming annually PBR ranks among the most prolific sports on air, in addition to attracting over one million live event attendees each year with its multi-tiered event structure which includes the marquee Built Ford Tough Series presented by Wrangler, the U.S. Smokeless Tobacco Company Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants. The PBR's governing board of directors is comprised of renowned bull riders who have developed the event into a stand alone sport which is experiencing unprecedented growth in global popularity. The PBR is headquartered in Colorado Springs, Colo., and has over 800 athletes competing in more than 250 PBR sanctioned competitions. In 2005 the PBR expanded its international interests, opening offices in Australia, Brazil, Canada, and Mexico.