PUEBLO, Colo. - For the second time this week, PBR has unveiled a blockbuster new partnership.

Tractor Supply Company, the largest rural lifestyle retailer in the United States, today announced a multi-year agreement to be the official “Life Out Here” partner of PBR with plans to fully immerse fans into the PBR experience.

Earlier this week, PBR announced RidePass on Pluto TV, putting its pioneering western sports digital network on the leading free TV streaming service with 50 million global users beginning July 20.

The two new partnerships welcome brands that are now among the sport’s largest supporters and will in many ways transform the look and feel of PBR in the years ahead.

For PBR, partnering with Tractor Supply is an ideal brand match. Tractor Supply will introduce the sport to new fans at retail locations across the nation while helping lead an update in PBR’s television presentation with a branded TV broadcast set, CBS television integrations and commercials, and enhanced digital media experiences.

For the first time ever, the PBR broadcast desk on CBS will transform from a set within the arena to a Tractor Supply-branded, open-air broadcast booth featuring both brands, stoking fans, and getting them involved in the pre-show broadcast.

PBR is building a complete mobile soundstage with 53-foot Tractor Supply branded trailers that will roll into event markets and ramp up the excitement, according to Sean Gleason, Commissioner and CEO, PBR.

“It’s College Gameday for the PBR,” Gleason said.

The new TV set is expected to debut Aug. 21 at the PBR Ariat Music City Knockout, presented by Cooper Tires, at Bridgestone Arena in Nashville, Tennessee, about 10 miles from Tractor Supply’s headquarters in Brentwood, Tenn.

Beginning in Nashville, Tractor Supply will have exclusive branding with the in-arena broadcast booth as announcers provide dirt-side commentary, conduct rider interviews and capture the excitement of the bull riding competition.

“Tractor Supply customers are some of PBR’s biggest fans, and a partnership with PBR presents an ideal opportunity to support our customers and their passions,” said Christi Korzekwa, SVP, Marketing, at Tractor Supply. “Professional bull riding is an exciting, dynamic and rapidly growing sport, attracting many fans who live and love Life Out Here. We are very excited about our partnership with PBR and the potential it also brings to attract new customers to Tractor Supply while bringing more PBR action to our local communities.”

Tractor Supply will have a flagship presence at the league’s top U.S. tours — the PBR Unleash The Beast and PBR Pendleton Whisky Velocity Tour — with local store activations corresponding to these tour events.

Tractor Supply will also be a key partner at the PBR Global Cup.

Additionally, PBR will produce and distribute a custom content series for Tractor Supply on its media channels.

“We are absolutely thrilled to welcome Tractor Supply as one of the largest partners in our sport,” said Gleason, who admitted he’s been chasing a partnership like this with the company for more than 15 years.

“Tractor Supply is such an iconic western lifestyle brand, and we’re especially excited about the new look and enhancements they’ll bring to PBR on CBS along with the nationwide visibility in being integrated into Tractor Supply retail channels.”

Sports Business Journal reported this is the first sports sponsorship for Tractor Supply, which had $10.6 billion in sales during FY’20 and matched or exceeded the impressive growth of other home improvement merchants during the pandemic, reporting same-store sales growth of 23.1% for the fiscal year ended Dec. 26, 2020.

Tractor Supply, which now operates more than 1,900 stores in 49 states, has been serving as a one-stop shop for recreational farmers, ranchers and all those who enjoy living the rural lifestyle, for more than 80 years.

The company offers an extensive mix of products necessary to care for home, land, pets and animals with a focus on product localization, exclusive brands and legendary customer service that addresses the needs of the Out Here lifestyle.

Tractor Supply Company also owns and operates Petsense, a small-box pet specialty supply retailer with 177 stores in 23 states that is focused on pet owners with a variety of pet products and services.

To stay up to date on all things for Life Out Here, follow Tractor Supply on Facebook, Instagram and Twitter.