PUEBLO, Colo. ― The Professional Bull Riders have forged a partnership with Tyson Foods, Inc. to become an official partner of the sport's elite Built Ford Tough Series (BFTS) and the title partner of the PBR's Fan Zone, which is held annually during the PBR Built Ford Tough World Finals.

Tyson Foods will begin its partnership at the 2013 World Finals and will continue its relationship throughout the 2014 BFTS season. 

The partnership brings together two industry leaders that cater to families ― Tyson Foods and the PBR.

"When we looked for a marketing vehicle that would speak to moms and their care of the family, we recognized the PBR as a great option," said Michele Bond, vice president of value-added poultry at Tyson Foods. "We will look to be a 'proud sponsor of moms' within the PBR family while fueling the athletes that make the PBR a great sport to enjoy."  

"The PBR continues to appeal to brand leaders for the value our property offers," said PBR Chairman and CEO Jim Haworth. "Tyson Foods is a global leader who recognizes that the savory and quality products they provide speak to PBR families across the country. Conversely, its relationship with independent farmers will be of great value to the PBR." 

As the title partner of the World Finals' Fan Zones, Tyson will be prominently featured at both locations, the Mandalay Bay Resort and Casino, and outside the Thomas and Mack Center. 

The Tyson Foods Fan Zone at Mandalay Bay will run from Tuesday through Saturday during the PBR's 2013 World Finals, scheduled for October 23-27. Tyson Foods' sponsorship of the Fan Zone will be highlighted by daily cooking experiences featuring Tyson products and a "Cowboy Cook-Off" where PBR riders, wives and family members will demonstrate their culinary skills. Tyson Foods will be the presenting sponsor of a "PBR 101" tutorial throughout the duration of the Fan Zone to offer fans a deeper understanding of the sport of bull riding. 

Tyson Foods will sponsor specific PBR online and social media features that will highlight how moms use Tyson products in their daily preparation of meals, as well as provide PBR fans the opportunity to submit their favorite recipes that include Tyson products. Through these online and social media features, Tyson Foods will give one lucky winner and a guest the opportunity to attend the 2014 PBR World Finals.

The PBR World Champion will be crowned at the World Finals and awarded the coveted championship buckle and a $1 million bonus. Currently the richest bull riding event, the World Finals has a total purse of more than $2 million.

The BFTS is televised every week on CBS and CBS Sports Network. 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.