PUEBLO, Colo. - The Professional Bull Riders announced that Blue-Emu will continue to be the "Official Pain Relief Cream of the PBR."

Having initially joined the PBR as a promotional marketer in 2010, Blue-Emu has enhanced its partnership to become an Official Partner of the PBR, and will work with other prominent PBR partners to advertise its product and promote the PBR.

Key pillars of Blue-Emu's official partnership are support and sponsorship of the PBR Sports Medicine Team, and the "Wreck of the Night" at Built Ford Tough Series events, which is also highlighted on PBR.com. Blue-Emu will also be a featured sponsor for 10 BFTS events in 2012.

The North Carolina company enacts its partnership through sponsoring Top 10 bull riders L.J. Jenkins, Shane Proctor, and Luke Snyder. They also sponsor Top 25 riders J.B. Mauney, Sean Willingham, and Colby Yates.

Blue-Emu gained worldwide fame in May at the Atlanta BFTS event when Deja Blue-Emu dispatched NFL All-Pro wide receiver Chad Ochocinco in 1.5 seconds. Blue-Emu also sponsors the bull After the Pain, who was renamed following an innovative and successful online name contest conducted by Blue-Emu in conjunction with the PBR.

"We are very excited to have Blue-Emu continue its involvement with the PBR," said PBR CEO Jim Haworth. "Blue-Emu is not only a tremendous partner for the PBR, but has also woven itself into the fabric of our great sport through sponsorship of riders and bulls."

"Blue-Emu is excited to continue its partnership with the Toughest Sport on Earth, and is proud to be chosen as the 'Official Pain Relief Cream of the PBR," said Blue-Emu inventor Richard Guy.

Blue-Emu Pain Relief with Emu Oil, which is manufactured by NFI Consumer Products, is an odor-free, fast-acting relief for minor arthritis, muscle, and joint pain. Blue-Emu also manufactures and distributes Blue-Emu Foot Therapy, and Blue-Emu Lip Balm.

About Blue-Emu
Blue-Emu is a proud sponsor of PBR veteran riders J.B. Mauney, Shane Proctor, L.J. Jenkins, Colby Yates, Sean Willingham and Luke Snyder along with the PBR Sports Medicine Team & the "Wreck of Night" videos featured in the arena, as well as on the Blue-Emu and PBR's homepages. Blue-Emu is not only used by Professional Bull Riders but is a fan favorite for every day aches and pains. As the primary ingredient in Blue-Emu, emu oil efficiently penetrates the skin delivering soothing pain relief by reducing inflammation while providing natural moisturizers for the skin. Pick up a jar of Original Blue-Emu at mass, drug, club, supermarkets and other fine stores nationwide as well as www.blue-emu.com & use this odor free product for fast acting relief of minor arthritis, muscle and joint pain. It works fast & you won't stink. For more information on Blue-Emu and its team work with Mauney & the other PBR riders, go to www.Blue-Emu.com or follow us at https://facebook.com/BlueEmu and http://twitter.com/BlueEmu1.