FORT WORTH, Texas ― Longtime bull riding promoter and PBR partner George Henry Marshall Jr., 61, passed away this weekend.

Marshall, who had been producing bull riding events and rodeos for nearly 30 years, has produced a dozen Touring Pro Division events every year since the 2007 season.

"George was a good friend and great partner of the PBR," said Chief Global Events Officer Dave Cordovano. "He was influential and well respected throughout the industry and always took an innovative approach to produce the best bull riding events possible.

"Our thoughts and prayers are with his family at this difficult time. He will be sorely missed."

Marshall was a Texas native.

Marshall was born in Dallas on Sept. 10, 1951, and raised on a family ranch in nearby Bogata, where a celebration of his life will take place tonight at Bogata United Methodist Church beginning at 7 p.m.

The lifelong rancher graduated from Rivercrest High School in 1970 and later earned a degree from East Texas State University in 1976. Marshall then returned to the ranch and later worked as a rodeo clown before eventually producing bull riding and rodeo events.

"He was a great partner for the PBR and the sport of bull riding," said Senior Vice President of Competition Jay Daugherty. "He was a good friend, he'll be missed and he contributed a lot to the sport."

Marshall is survived by  his mother, Judy Marshall; one daughter, Tonya Gifford; two grandchildren, Bow and Holley Willis;  one sister,  Dianne Gillit; and two brothers, Jerry and Jimmy Marshall.

Follow Keith Ryan Cartwright on Twitter @PBR_KRC