Music City

PBR Corporate
Professional Bull Riders

Montana Silversmiths Renew PBR Partnership with New Five-Year Deal

PUEBLO, Colo. (September 13, 2023) – PBR (Professional Bull Riders) and Montana Silversmiths today announced a five-year renewal of a partnership that spans across PBR’s top US tours and events – the PBR Unleash The Beast, PBR Camping World Team Series, PBR Pendleton Whisky Velocity Tour, and PBR Challenger Series.


Montana Silversmiths, which manufactures all PBR championship buckles and sets the gold and silver standard of excellence in buckles and jewelry sold in more than 3,500 retail locations in North America, has been the Official Buckle Partner of the PBR since 2011.


Montana Silversmiths’ program with the world’s leading bull riding organization is the company’s largest sports marketing platform.


“Montana Silversmiths and PBR have been working shoulder to shoulder since 2011, and we are honored to continue our partnership today and into the future,” said Lance Neirby, CEO Montana Silversmiths. “Partnerships in the Western industry are so much more than return on investment. They are based on a common purpose, and our relationship with PBR is built on shared values. We create world-class products for each event, anchored by our PBR partnership. The pride of our company is also marked by the amazing achievements of the PBR. We look forward to building the most exceptional championship buckles and monumental, larger-than-life awards that the industry has ever seen!”


“In our sport, the trophy of choice is a belt buckle – the ultimate symbol of achievement worn with pride by those athletes talented enough to earn it,” said Sean Gleason, CEO and Commissioner, PBR. “Every bull rider works incredibly hard to claim each event’s belt buckle, and we’re tremendously proud to have Montana Silversmiths crafting every buckle every PBR rider wins at our events along with the world’s largest precious metals Championship Trophy Buckle for the PBR Camping World Team Series.”


On the PBR’s premier Unleash The Beast tour, Montana Silversmiths buckles are awarded to each regular-season event winner, PBR World Finals round winners, Stock Contractor of the Year, Rookie of the Year, World Finals event winner, and PBR World Champion. Each custom buckle awarded in the arena is created by Montana Silversmiths, the Brand of Champions.


PBR officially licensed merchandise by Montana Silversmiths is available for sale at all of PBR Unleash The Beast, Pendleton Whisky Velocity Tour, Camping World Team Series and Challenger events, through fine Western stores, Montana Silversmiths online and at

About Montana Silversmiths
Montana Silversmiths, headquartered in Columbus, MT, pioneered the development of western fashion in both buckles and jewelry in 1973. The company boasts 3,500 retailers globally, is known for its skilled craftsmen, perfecting a combination of traditional western designs, and crisply executed engraving styles, which include buckles and jewelry for Western enthusiasts and individuals who appreciate authenticity and craftsmanship. The company is the Official Silversmiths of the Professional Bull Riders (PBR), Professional Rodeo Cowboys Association (PRCA), American Quarter Horse Association (AQHA), Cowboy Mounted Shooting Association (CMSA), National Reining Horse Association (NRHA), Women’s Pro Rodeo Association (WPRA), Rocky Mountain Elk Foundation (RMEF) and many more prestigious organizations.  


About PBR (Professional Bull Riders):

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