PUEBLO, Colo. – Anheuser-Busch, America’s leading brewer, announced today that it has become a national marketing sponsor of PBR (Professional Bull Riders), the world’s leading bull riding organization. The multi-year deal spans PBR’s premier individual competition and Teams League along with the sport’s top expansion tours, making Anheuser-Busch one of PBR’s largest and most impactful brand partners. 

The partnership, focused on Michelob ULTRA, the nation’s second-largest beer brand, will include the Michelob ULTRA Bonus. PBR will now be able to award additional prize money to each 21+ event winner in PBR’s premier Unleash The Beast event and to each Event MVP in the PBR Teams league. 

“As one of the longest-standing sport sponsors in the world, Anheuser-Busch and our industry-leading brands continue to find innovative ways to connect with loyal fanbases through partnerships with organizations like PBR,” said Brendan Whitworth, CEO, Anheuser-Busch. “Michelob ULTRA is a growth leader within the beer category, providing best-in-class experiences in authentic and creative ways, and this partnership with PBR is another example of Anheuser-Busch delivering on our promise to be there for the moments that matter to beer drinkers and sports fans across the country.”

As PBR’s Official and Exclusive Beer Sponsor, Anheuser-Busch will activate a range of assets, including the use of the PBR logo on packaging and in retail promotions, TV-visible arena signage, custom content on PBR digital channels and in unique hospitality areas at events. 

“Anheuser-Busch has been supporting PBR and rodeo cowboys since 1993 when they signed on as PBR’s first title sponsor. They also stepped up to help PBR pay the first $1 million bonus to a Western sports athlete,” said PBR CEO and Commissioner Sean Gleason. “We’re very excited about everything they’ll bring to our sport.”

“One of the many reasons we love A-B is their eagerness to dive head-first into premier sports partnerships,” said Josh Baker, Chief Revenue Officer, PBR. “The resources, thought, and activation they bring to the table benefit everyone involved. We’re excited to embed the Michelob ULTRA brand into the fabric of PBR through a holistic portfolio of assets across all four of our domestic tours.”

“Sponsoring PBR delivers on our consumer-first mentality and complements our other leading national partnerships across NFL, NBA, MLB, UFC, Soccer, and the hundreds of local teams, festivals, talent, and entertainment across the country,” said Kyle Norrington, Chief Commercial Officer, Anheuser-Busch. “By showing up for the fans and riders in impactful ways, especially in key selling months all summer, we believe we’ll continue to drive excitement for our consumers.”

To celebrate the partnership, Anheuser-Busch will join PBR in opening the New York Stock Exchange on Friday morning, January 5. That evening, the world’s top cowboys will take on the rankest bulls as PBR storms into Madison Square Garden for the 17^th time to open the three-day Buck Off at The Garden premier Unleash The Beast event.