PUEBLO, Colo. - The Professional Bull Riders announced that it has signed a multi-year partnership with Monster Energy Drink to be the "Official Energy Drink" of the PBR.

The partnership provides the PBR and Monster Energy with one-of-a-kind promotions and activations that will include a "Monster Money Bull" at 10 Built Ford Tough Series events, unique in-arena branding positions, PA announcements, video board spots and event-title sponsorship of the BFTS season opener, the Monster Energy Invitational, at Madison Square Garden in New York on Jan. 4-6.

"The PBR recognizes the importance of partnering with industry leaders, who can extend our reach as a premier sports and entertainment property, and Monster Energy is that kind of partner," PBR Chairman and CEO Jim Haworth said. "Monster Energy is a 'Buckle Up' kind of company, perfect for the PBR as we build our fan base in a very progressive way. We are energized by the potential, and confident of tremendous benefits for both organizations."

Monster rider J.B. Mauney conquers Asteroid in San Antonio.

Highlighting the partnership will be 10 events that include a "Monster Money Bull." The special ride will feature a rider matched up with one of the top bulls in the PBR. If the rider makes a qualified ride, he will receive a $5,000 bonus. If he does not reach 8 seconds, the $5,000 will carry over to the next "Monster Money Bull" event.

"Monster Energy is proud to be part of the PBR Built Ford Tough Series where some of the most authentic athletes in the world are showcased," Monster Director of Motorsports Mitch Covington said. "Monster Energy loves bull riding and the PBR is where the real badass bulls meet the most talented and fearless riders in the world, which fits our brand very well. We look forward to a great relationship."

"The PBR is where the real badass bulls meet the most talented and fearless riders in the world, which fits our brand very well."

Monster currently sponsors reigning World Finals event champion Robson Palermo, who is the only rider to win the World Finals event title three times - and in back to back seasons; 2008 World Champion and 2005 World Finals event winner Guilherme Marchi; 2006 World Finals event winner L.J. Jenkins; and 2006 Rookie of the Year and 2009 World Finals event winner J.B. Mauney. The four Monster team members all finished the 2012 season ranked in the Top 10 with Marchi ranked second, Jenkins ranked third, Palermo ranked seventh and Mauney ranked eighth.

The BFTS is televised every week on CBS, CBS Sports Network, and networks around the world. BFTS telecasts are produced for the PBR under a multi-year agreement with David Neal Productions, a Los Angeles-based production company led by 34-time Emmy® Award winner and Peabody Award winner David Neal, who serves as executive producer.