PUEBLO, Colo. – PBR (Professional Bull Riders) announced today that the Unleash The Beast premier series event at the Enterprise Center on February 15-16 will be named The Mason Lowe Memorial.

Mason Lowe, an eight-year veteran PBR athlete from Exeter, Missouri, passed away on January 15 following injuries suffered at a PBR bull riding event in Denver, Colo.

“Mason was a proud Missourian, a local hero in Exeter, and a beloved member of the extended PBR family,” said Sean Gleason, CEO, PBR. “His passing was heartbreaking to everyone in Western sports, but his memory will live on. Dedicating our elite series event in St. Louis to Mason is one way for us to continue to honor an unforgettable cowboy.”