PUEBLO, Colo. – Nexgrill, a leading manufacturer of outdoor cooking and heating products, and PBR (Professional Bull Riders) today announced a new partnership in which Nexgrill becomes the official and exclusive grill of the PBR Pendleton Whisky Velocity Tour, the organization’s premier expansion tour visiting all corners of the county and streamed live on PBR RidePass on Pluto TV.

As its major sports sponsorship, Nexgrill's partnership with PBR will serve as one of the outdoor lifestyle company's principal brand awareness and engagement initiatives.

The partnership will invite PBR fans closer to the Nexgrill brand through prominent signage in arenas across the U.S., as well as in activation spaces along the concourses at Velocity Tour events. There will also be custom campaigns featured across both brands' digital and social media properties. 

Financial terms of the multiyear partnership were not disclosed.

“Bull riders and their fans have the same adventurous and rugged spirit we love about grilling. They’re great people who love the outdoors and love cooking outside. That’s what makes this partnership such an exciting chance to showcase our brand and products,” says Ramsay Hawfield, Vice President of Marketing, Nexgrill. “To have a major presence on PBR’s fastest-growing national tour and reach so many new customers and friends is a tremendous opportunity. Especially alongside such reputable food, drink, and retail brands like Pendleton Whisky, Ford, Coors, YETI, and Tractor Supply.” 

“Nexgrill’s tagline is ‘Everyone’s Invited,’ which complements PBR’s welcoming ‘Be Cowboy’ mantra,” said Josh Baker, Chief Revenue Officer, PBR. “Independent market research shows that PBR fans over-index for grilling, making PBR a very attractive property for Nexgrill to partner with. Nexgrill has entrusted PBR with their biggest marketing program, and we can’t wait to work together to bring more people to the grill and together at PBR events.”