Professional Bull Riders has named the Colorado-based Coors Banquet the league’s official beer. It is a local partnership, with PBR based in Pueblo, Colorado.
As part of the deal, the MillerCoors product will gain access to a number of PBR assets including in-arena exposure at events, on PBR’s digital and social channels, and at after-party celebrations.
RidePass, the league’s western sports digital subscription network, will feature the “The Coors Banquet Celebration” on each broadcast, focusing on winning rides, comeback moments, and rider achievements.
Coors Banquet will also sponsor the “PBR Afterhours Celebration Presented by Coors Banquet” immediately following the PBR Major in Nashville, Tennessee on August 24.
Various events in the second half of the PBR season, meanwhile, will feature the Coors Banquet Hall – a sponsorship of PBR’s “Dirt Parties”, which are VIP areas on the arena floor against the retaining fence.