Monster steps up to take lead sponsorship of Professional Bull Riders

Drinks brand Monster Energy has expanded its partnership with Professional Bull Riders to support the organisation’s 25th anniversary tour.

Monster, a PBR sponsor since 2011, will hold primary marketing rights to the series’ 2018 tour, which will officially be called PBR 25th Unleash The Beast Tour.

The new multi-year deal names Monster as PBR’s largest global partner, and as the primary partner for major tours in Australia, Brazil, Canada and the US.

PBR chief executive Sean Gleason said: “Monster Energy and its ‘unleash the beast’ mentality are the perfect complement to a sport that has been unleashing bovine beasts in arenas across the country for 25 years.

“We are proud to expand our relationship with the bold, exuberant, risk-taking brand that has been a long-time supporter of our great bull riders and animal athletes as we celebrate the 25th anniversary of the toughest sport on dirt.”

The announcement was made during Friday’s Buck Off at The Garden event, which Monster has title sponsored for the past six years. The event takes place at New York’s Madison Square Garden venue.

The PBR’s elite series had previously been known as the PBR Built Ford Tough Series. Automotive manufacturer Ford remains the official vehicle of the PBR.