As the world battens down the hatches to flatten the curve and spread of COVID-19 (coronavirus), the Western sports world, like other industries, is feeling the harsh economic effects of an unprecedented shutdown.
With rodeos, buck outs and jackpots being cancelled across the country, Western sports athletes have gone from cashing checks to staying home with nothing.
Pendleton Whisky, the official and exclusive whisky of the PBR, has stepped up to answer the call for these athletes, while other PBR partners are also joining to assist in numerous ways.
Pendleton Whisky, the “whisky of the Great American West,” has partnered with PBR stars Chase Outlaw, J.B. Mauney and Matt West to honor the meaning of “True Western Tradition” by donating $100,000 to the Western Sports Foundation’s Protect The Ride campaign. Protect The Ride was created in response to the COVID-19 crisis and is offering direct relief for Western sports athletes facing financial hardships.
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A post shared by Pendleton Whisky (@pendletonwhisky) on May 21, 2020 at 8:01am PDT
People around the globe are encouraged to visit PendletonWhisky.com to also donate directly to the campaign. In addition to its cash gift, the Pendleton brand will also donate all proceeds from Pendleton Whisky Bandana sales to Protect The Ride.
Based in Hood River, Oregon, Pendleton, whose arms are thrown wide in a welcome during good times, has begun to wrap its arms around the Western sports community and athletes during this trying time.
Fighting for the greater good isn’t confined just to Pendleton Whisky. Many PBR partners are chipping in to help around the U.S. and worldwide outside of Western sports.
Long-time partner Ford Motor Company has joined forces with 3M and GE Healthcare to lend its manufacturing and engineering expertise to the production of direly needed medical equipment and supplies for healthcare workers, first responders and others fighting COVID-19. The auto giant is also assembling more than one million face shields per week, and has pivoted some of its 3-D printing capabilities to produce components for PPE (personal protective equipment).
Meeting the economic hardships at the door, Ford has also announced the Built to Lend a Hand program that helps eligible customers with payment difficulties during this time. The program grants eligible new car customers in the U.S. the ability to defer payments for up to three months, and Ford will cover three months of payments, providing up to six months of peace of mind. This all adds to local dealers’ efforts to help customers fight the spread of COVID-19 with new vehicle disinfection processes for their new and loaner vehicles.
Molson Coors, owners of the Coors Banquet brand, the official beer of the PBR, have also answered the bell.
Today we pledged $1 million to the @USBGNCF, a nonprofit that supports bartenders and other service industry professionals, millions of whom are out of work due to the COVID-19 pandemic. And @MillerLite is encouraging drinkers to follow suit. https://t.co/PsnY45t3Fn
— Molson Coors Beverage Company (@MolsonCoors) March 20, 2020
“Taps are off. But tips are needed” is the mantra of a Miller Lite social media video that announced a $1 million donation from Molson Coors to the U.S. Bartenders Guild (USBG) to support bartenders and other industry professionals that have been impacted by the bar and restaurant closures due to COVID-19. The USBG National Charity Foundation is offering emergency grants to bartenders and others in the industry to support workers and their families with necessities like food purchases, rent, utilities and medical bills.
Montana Silversmiths, maker of all PBR event champion buckles including the legendary PBR World Champion gold buckle, is using their expertise in 3-D modeling and machining to create masks for frontline COVID-19 warriors.
Taking inspiration from Dr. Dusty Richardson, a neurosurgeon at the Billings Clinic who created a template to produce masks with 3-D printers, the company set out to create their own prototypes and begin production.
Partnering with Yellowstone Academy, Montana Silversmiths has been bringing as many printers online as possible, ramping up production daily. The masks are being sent to various medical facilities affected by the pandemic.
After maximizing mask production, the industry leader found a partner in the Tint Factory in Billings and began producing PPE face shields, using water jet machines usually used to cut designs in buckles and jewelry to cut materials and assemble the vital equipment.
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A post shared by Montana Silversmiths (@montana.silversmiths) on Mar 30, 2020 at 2:00pm PDT
Wrangler, an official PBR partner for 27 years, has teamed up with sister brand Lee Jeans to produce 60,000 medical gowns to support patients facing COVID-19. The company is also donating in its home state and supporting local communities, sending funds to Second Harvest Food Bank of Northwest North Carolina.
Sonic Drive-In has noted the challenges across the country, including to the education system. With schools across the nation closing during the school year, Sonic has donated $1 million to Keep Kids Learning, a foundation helping teachers obtain necessary resources for students as educated a families navigate at-home learning. Teachers are able to hand-pick the supplies that students need and ship them directly to their homes through this program.
The company that helps lay down and maintain the dirt in PBR arenas, Caterpillar, has also been involved in worldwide efforts, donating $8.5 million to the King Baudouin Foundation fund for Italy, the Boys & Girls Clubs of America, and others. The King Baudouin Foundation donation will support nonprofit organizations working to help prevent, detect and respond to the pandemic by providing resources to hospitals, medical staff and patients, as well as other areas affected by COVID-19.
PBR Partner Lincoln Electric is supporting medical professionals and first responders in Ohio by donating more than 400 face shields to Cleveland Clinic-Euclid, University Hospital and the Lake Health medical system, as well as the Euclid Fire and Police Departments. The face shields are being used in emergency test areas, emergency rooms and throughout the healthcare system.
Lincoln Electric, based in Cleveland, started making donations within hours of Ohio Governor Mike DeWine’s stay-at-home order to all residents.
“PBR is proud of and thankful for all of our partners year-round,” PBR CEO Sean Gleason said. “But right now we’re even prouder. The response from our partners during this time of need has been overwhelming, exemplifying the Be Cowboy mantra of helping others. We join these valued partners in standing with and applaud all of the frontline healthcare workers, first responders and essential workers who are selflessly and courageously helping us stay healthy while keeping America running.”