When PBR announced an exciting new Last Cowboy Standing event on July 21 -22 in partnership with Colorado State University in Fort Collins, a lot of misinformation began circulating about why we are no longer bringing the world’s best bull riders to Cheyenne Frontier Days those days.  I want to clear the air with the facts.

First and foremost, I have nothing but respect for Cheyenne Frontier Days -- one of the last great American rodeos.  It’s my favorite rodeo…period.  I think they have done an incredible job of keeping the traditions and historical relevance of rodeo alive in the face of great pressure from a changing consumer.  I hold absolutely no ill will and want nothing but the best for the Daddy of ‘em All.

Some of the misinformation is coming from arm-chair social media quarterbacks who have absolutely no knowledge of the circumstances but talk as if they were “in the room.”  It’s a bit annoying, but generally it makes me laugh when I see those comments from internet trolls.

And some of the misinformation is from involved parties who want to “spin” the story now that it is out in the world.  I’m pretty sure those people hoped it would be hidden from public view and didn’t expect to be asked “why?” they made the choices they made.  It seems that instead of owning their decision, they want to cast blame in PBR’s direction.  So I feel I need to set the record straight.  Here are the facts from the one person who has been directly involved in every aspect of the relationship between PBR and Cheyenne Frontier Days since the inception of our relationship in 2004.

Fact #1:  PBR and CFD first entered into a partnership in 2004 when PBR conducted the first Monday/Tuesday bull riding event held during Cheyenne Frontier Days.  We successfully produced that event until 2010 and we were then informed that CFD would be going a different direction for their bull riding partner.  We were disappointed but moved on with our business as they did with theirs.

Fact #2:  In 2018, CFD called me asking if PBR could help with a challenge they were facing.  CBR, the bull riding producer who replaced PBR, was having financial difficulties and were not in a position to produce their CBR Finals event scheduled to be a part of Frontier Days that July.  We agreed to help, and we ultimately bought CBR, an asset that had no value to us, so that we could conduct the 2018 CBR Finals in conjunction with CFD.  PBR stepped in, and on Monday we conducted – and paid for – the final CBR performance so that the riders who competed in their series all year long would not be left without a season-ending culmination or payout.  The next day on Tuesday, the PBR made its return to Cheyenne Frontier Days, and we’ve partnered with CFD up through the 2024 PBR Last Cowboy Standing event held last July.  

Fact #3:  Since the return of PBR to Cheyenne Frontier Days in 2018, ticket sales and revenues have increased by more than 50% on average when compared to the prior years in which PBR was not a partner.  Together, we saw significant growth and performance from our renewed partnership. I am confident that much of that growth was the result of PBR’s product featuring the world’s best bull riders and bulls, which mirrored our growth across the United States.  Regardless, the partnership was a successful venture for both parties, and there were never – ever – any discussions of problems or issues with the business relationship.

Fact #4:  There were absolutely no negotiations, meetings, phone calls, casual discussions or other contact between CFD and PBR about the future of our relationship from the time we concluded the 2024 event until the day I received a call notifying me that CFD had chosen to go in another direction for the bull riding.  It came as a complete surprise.  We had just concluded another successful year of the relationship, and we anticipated that we would continue to build on our mutually beneficial relationship.  After bailing CFD and everyone else out in 2018, we anticipated it would be the beginning of a decades-long partnership between PBR and CFD.

Fact #5:  I have seen quotes suggesting that CFD went a different direction because of PBR’s TV production and the commercial breaks required during the live event.  CFD had made that request and voiced their issues with commercial breaks, but that was after the 2023 event.  PBR responded as a good partner, and we DID NOT broadcast the event or take commercial breaks in the 2024 event and agreed that would be the game plan moving forward.  Over the years, PBR has made numerous changes to our product and production in response to requests from CFD.

With all of that said, we appreciate and recognize that Cheyenne Frontier Days can partner with whomever they want.  Even though we expected a little bit of loyalty for bailing them out of a bad situation in 2018, we don’t feel we’re entitled to any.  They seem to believe that partnering with someone else for the Monday/Tuesday bull riding is in their best business interests.  I don’t get it or see the rationale, but that was their decision, and we parted ways.

However, to insinuate that PBR does not have the same opportunity to pursue what is in our and our riders’ best business interests is hypocritical at best.  CFD made the unilateral decision to part ways, and we were left to make decisions that we believe are the best response to a business challenge.  After evaluating all options, we came to the following conclusions:

PBR had established a successful event schedule for that weekend in July that begins with a phenomenal 3-day event in Big Sky, MT on Thursday, Friday and Saturday.  From there, the riders, staff and personnel move on to a two-day event on Monday and Tuesday.  For a variety of reasons, not the least of which is the prize purse opportunities for PBR’s bull riders, we decided we would keep our established event schedule by finding a new home for a Monday and Tuesday event.  To simply cancel the event and walk away from Monday and Tuesday would take more than $100,000 out of PBR bull riders’ pockets.  Not something I was willing to do unless we had no options.

We believe, without question and backed by research, that a significant percentage of the audience attending the Monday and Tuesday events in Cheyenne were there because they wanted to see the PBR, not just another bull riding.  To move the event away from the region would be a huge disservice to fans of the PBR, so the decision was made to look at all venue options within 100 miles.  Through that process, we found an incredible venue and incredible partner with Colorado State University and the Canvas Stadum, the perfect venue to execute our product and service our fans.  We can throw the party we want to throw in that venue with no restrictions or limitations.

Being unceremoniously uninvited from being a part of Cheyenne Frontier Days – for no understandable business reason we can comprehend -  could be construed by some that the PBR brand and our 80 million fan base are inconsequential.  That any old bull riding will do, just because it’s held at the Daddy of ‘em All.  We couldn’t disagree more and we’re going to prove it – plain and simple. We have worked to establish the PBR from coast to coast.  From Madison Square Garden, to LA, to the Pacific Northwest and the tip of Florida.   If we fail miserably, then lesson learned, and the PBR’s product in the area isn’t what we vehemently believe it is. If we are successful, then we will have made all the right moves for OUR business, and all who benefit from it.

We do not wish any ill will toward Cheyenne Frontier Days and we hope that both events are sold out and successful.  Wouldn’t that be a great testament to the power of Western sports and the resurgence of the Western lifestyle?

We’re obviously not concerned about our event being successful because we believe in our brand, our product and that fans will always want to see the world’s best bull riders on the world’s rankest bulls – especially paired with some great musical entertainment we’ll be announcing soon, and in an incredible venue.  We are equally – if not more – entitled to conduct a bull riding event in the region on those particular days in July.  We pioneered it, we resurrected it and we’ve executed it for many, many years.   We did not make the decision to separate from CFD and weren’t even given the chance to “keep it together.”

So for anyone who believes we don’t have a right to make decisions that are in the best interest of our business and our bull riders, and it will somehow be bad for CFD, then ask this question.  If CFD made a good business decision for them, why be concerned?