FORT WORTH, Texas – Professional Bull Riders (PBR) has announced a new multi-year partnership with Veteran Benefits Guide (VBG), naming VBG the Official Veteran Services Partner of PBR Teams through the 2027 season. This collaboration aims to honor military service, empower Veterans, and celebrate those who buck the odds—both in and out of the arena.  

The new three-year partnership, rooted in a shared commitment to America’s Veterans, expands on a successful local sponsorship at the 2023 PBR Teams Championship in Las Vegas, Nevada, where VBG is headquartered.

VBG’s mission is to support military Veterans by helping them navigate the complex Veterans Affairs benefits process, ensuring they receive the compensation they have earned through their service. With a large and passionate Veteran fanbase, PBR offers an ideal platform for VBG to widen national brand awareness and make meaningful connections with Veteran communities across the country.

“We’re thrilled to welcome Veteran Benefits Guide into the PBR family,” said Sean Gleason, CEO and commissioner of PBR. “Our fans include many active-duty military members and Veterans, and this partnership is a powerful way to honor and support them. VBG does important, life-changing work, and we’re excited to help bring their message to the national stage.”

VBG will present a “Salute to Service” in-arena promotion in each PBR Teams market as part of the agreement, with Veterans and active-duty service members being honored during the event. Additionally, PBR and VBG plan to produce a social content series and host an annual meet-and-greet event.

“Veterans and bull riders share an unshakable resilience, a deep sense of courage, and a willingness to face challenges head-on,” said Josh Smith, co-founder and CEO of VBG. “That’s what makes this partnership such a natural fit. We’re proud to stand alongside PBR in celebrating the strength and determination of those who ride — and those who served.”

The landmark partnership is a key milestone in VBG’s national expansion strategy and highlights a growing sponsorship category focused on Veteran services. Together, PBR and VBG are invested in enhancing the lives of our nation’s heroes.

For more information about VBG, visit vbg.com.

Photo courtesy of Bull Stock Media