The Professional Bull Riders, Inc., “The Toughest Sport on Earth,” Names Fenway Sports Group as Exclusive Sponsorship Sales Agency

BOSTON--(BUSINESS WIRE)--Fenway Sports Group (FSG), a leading sports and entertainment marketing firm, today announced that the Professional Bull Riders, Inc. (PBR) has selected FSG as its exclusive third party sponsorship sales agency. Financial terms of the deal were not disclosed.

“We are excited to work with FSG as we continue to increase our strategic partner base”

Under the multi-year agreement, FSG will work hand-in-hand with PBR’s sales team to develop programs that leverage PBR’s portfolio of sports marketing assets; provide comprehensive property analysis and valuation services; identify new revenue streams; maximize existing sponsorship assets; and cultivate and secure new corporate partnerships that offer sponsors access to “The Toughest Sport on Earth.” The partnership will commence immediately and extend throughout the 2012 season.

Professional Bull Riders, Inc. was founded in 1992 by 20 accomplished bull riders who sought mainstream attention for the most popular event in traditional rodeo, bull riding. PBR has established bull riding as a professional, stand alone sport and has been bringing it to mainstream America for more than fifteen years. Over 1,200 bull riders compete in more than 300 PBR-sanctioned competitions in the United States, Australia, Brazil, Canada, and Mexico, for their share of $11 million dollars in prize money.

“We are excited to work with FSG as we continue to increase our strategic partner base,” said PBR Chief Operating Officer Sean Gleason. "The PBR provides our sponsors with an excellent opportunity to reach a broad array of consumers, and we welcome the additional talent FSG brings to our ongoing efforts to partner with prestigious brands. Their unmatched list of corporate contacts, combined with their sports marketing experience, knowledge and strategic thinking will be a major asset to our brand.”

FSG’s experienced team of marketing executives will work with the PBR’s internal sales team to create and sell integrated sponsorship programs surrounding the PBR’s four domestic tours, including the Built Ford Tough Series; Copenhagen Bull Riding Challenger Tour; Enterprise Rent-A-Car Tour; and Discovery Tour. These programs will include traditional on-site branding opportunities as well as digital media and television assets that drive client partner revenue by engaging the 1.7 million fans who attend PBR events and the more than 100 million viewers who tune in each year to the PBR on FOX, NBC, VERSUS and a host of foreign networks across the globe.

“The Professional Bull Riders is one of the premier properties in professional sports and has quickly become one of the most recognizable and well-respected extreme sports in the country,” said Fenway Sports Group Executive Vice President Brian Corcoran. “FSG is thrilled to have been chosen to play a lead role in developing and executing the PBR’s sponsorship sales efforts.”

The PBR made the official announcement at a special sponsor and media reception at Madison Square Garden in advance of the Built Ford Tough Invitational, which served as the second event of 2009 on the prestigious Built Ford Tough Series tour. The 2009 PBR season officially launched to a record Baltimore crowd over New Year’s weekend with the Baltimore Invitational at the 1st Mariner Arena.

With the success of the PBR and the increasing sponsorship interests, major television networks continue to support the PBR. In 2008, eight Built Ford Tough Series broadcasts were first run aired on NBC and FOX and all 30 events were aired on the VERSUS cable network. Additionally, foreign broadcasts reached 84 countries and more than 500 million households.

FSG specializes in representation/sponsorship sales and strategic marketing consulting/event marketing for corporations and leading sports brands. In addition to its work with the Boston Red Sox, FSG’s property representation division executes sponsorship sales programs for the agency’s tier-one clients including Roush Fenway Racing, Major League Baseball Advanced Media, Boston College Athletics, the Deutsche Bank Championship and the Volvo Ocean Race. Among FSG’s consulting clients are Verizon Wireless and Dunkin’ Donuts.

The combination of industry experience and strong network relationships uniquely positions FSG to help its clients drive sponsorship revenue and support the development of strategic marketing, media and promotional campaigns.

ABOUT THE PROFESSIONAL BULL RIDERS, INC.

More than 100 million viewers tune in each year to the PBR on FOX, NBC, ESPN, VERSUS, and on a host of foreign networks across the globe. With more than 500 hours of prime time programming annually, PBR ranks among the most prolific sports on air, in addition to attracting over 1.7 million live event attendees each year with its multi-tiered event structure which includes the prestigious Built Ford Tough Series, the Copenhagen Bull Riding Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants. The PBR is headquartered in Pueblo, Colo., with additional offices in Australia, Brazil, Canada, and Mexico. The PBR prides itself in its 1,000 plus stock contractor relationships and over 1,200 PBR bull riders competing in more than 300 PBR sanctioned competitions in five countries.

ABOUT FENWAY SPORTS GROUP

Fenway Sports Group (FSG) is a wholly owned subsidiary of New England Sports Ventures (NESV). In addition to Fenway Sports Group, NESV owns the Boston Red Sox, Fenway Park and 80 percent of New England Sports Network. A premier sports marketing organization headquartered in Boston, FSG specializes in representation, sponsorship sales, event marketing and strategic marketing consulting for corporations who conduct business in sports and entertainment. For more information please visit www.FenwaySportsGroup.com.