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Professional Bull Riders

Anheuser-Busch Enters the Arena as the Official Beer Sponsor of PBR

New multi-year deal celebrates the riders, teams, and fans of one of the fastest-growing high-action athletic competitions in the U.S.

PUEBLO, COLO. (January 4, 2024) – 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 dollar 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 benefits 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 17th time to open the three-day Buck Off at The Garden premier Unleash The Beast event.

At Anheuser-Busch, our purpose is to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, dream big to move our industry forward, and make a meaningful impact in the world. We hope to build a future that everyone can celebrate, and everyone can share. For more than 165 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 18,000 colleagues across the United States. We are home to several of America’s most loved beer and beyond beer brands, including Michelob ULTRA, Cutwater Spirits, Stella Artois, Budweiser and Bud Light as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit or follow Anheuser-Busch on LinkedIn, Twitter, Facebook, and Instagram



PBR is the world’s premier bull riding organization. More than 500 bull riders compete in more than 200 events annually across the televised PBR Unleash The Beast tour (UTB), which features the top 35 bull riders in the world; the PBR Pendleton Whisky Velocity Tour (PWVT); the PBR Touring Pro Division (TPD); and the PBR’s international circuits in Australia, Brazil, Canada and Mexico. In 2022, PBR is also launching the PBR Team Series—eight teams of the world’s best bull riders competing for a new championship—as well as the PBR Challenger Series with more than 60 annual events nationwide. The organization’s digital assets include PBR RidePass on Pluto TV, which is home to Western sports. PBR is a subsidiary of IMG, a global leader in sports, fashion, events and media. For more information, visit, or follow on Facebook at, Twitter at, and YouTube at