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BRANDS BRANDS & MARKETING & KETING BRANDS + MARKETING NO BULL APPROACH Professional Bull Riders talk to Rick Burton about growth prospects in Brazil, a market primed to be more commercially significant than even the United States. The 2010 PBR Troy Dunn International in Australia - Getty Images Sport MANY GLOBAL sports business industrialists might think that professional bull riding is something only a handful of American cowboys take part in during sleepy State fairs and smalltown rodeos far off the beaten track. To the contrary, the Professional Bull Riders (PBR), which launched as a professional American circuit in 1992 - when 21 bull riders each tipped in $1,000 to start a brave new concept - now has more than 180 domestic US events with 30 major market events in its nationally-televised Built Ford Tough Series. With 800 riders worldwide and more than 400 of those athletes hailing from Brazil, Mexico, Canada and Australia, the PBR is rapidly becoming an international entity. That’s quite a jump forward for any sports property but the PBR, headquartered in Pueblo, Colorado, has taken the premier event of the traditional American rodeo circuit and not only built a significant domestic presence but expanded notably into Brazil, Canada and Australia. Mexico and parts of Asia may not be far behind. You could say the PBR has taken the bull by the horns. In fact, since expanding internationally in 2006, the PBR now stages nearly 200 events annually overseas and sees Brazil as the next frontier. “Brazil is currently at a place similar to where PBR USA was five to seven years after breaking away from traditional rodeo,” David Cordovano, chief global events officer for the PBR, told SportBusiness International. “Further, we think Brazil has the potential to be larger than our domestic business.” That’s quite a growth projection, particularly for a US-based property, but it’s driven in large part by Brazil’s rapidly-developing economy and growing appetite for hosting dynamic sports competitions such as the 2014 FIFA World Cup and Rio de Janeiro’s 2016 Summer Olympic Games. In that sense, Brazil, not China, is the new and expanding frontier. Brazil now features more than 300 riders and has expanded from staging 27 events in 2009 to almost 100 in 2010. They also have 30 televised competitions (10 of them live) and will expand to 20 live TV events in 2011. “Our combined worldwide prize money has increased to over $11 million with $3 million coming internationally and we now reach more than over 400 million homes with international TV distribution,” adds Cordovano. “Thirty million of those homes are in Canada, Australia and Brazil, so if you’ll pardon the pun, we’re pretty bullish on where our international expansion can take us.” But what accounts for this growth? The answer may lie in two critical areas. The first is that every bull ride places the rider at extreme risk to serious injury and possible death. There is no telling how high a bull might jump, when it might turn suddenly and whether the rider will stay on for the full eight seconds. Secondly, and perhaps more importantly, the PBR has turned their single-focused attention to the comprehensive spectacle of the event. Big PBR events, sponsored by Ford trucks (‘The Built Ford Tough Series’) are akin to familyfriendly NASCAR weekends with musical concerts, pyrotechnic explosions and numerous interactive moments when riders can meet their fans. “The PBR is truly a gem,” says Jeffrey Pollack, the PBR’s new Executive Chairman. “It’s authentically American, fiercely competitive and yet there is nothing else like it anywhere in professional sports. What the PBR has achieved since its founding less than 20 years ago, is remarkable but we’re about to take it to an entirely new level of excellence by going both digital and global.” Dynamic words and yet in a sport where a 2,000-pound bull can crush a man, whether he’s American, Australian or Brazilian, in seconds, why shouldn’t the PBR’s vision carry some international kick and snort? Rick Burton is the David B. Falk Professor of Sport Management at Syracuse University. He was formerly the Commissioner of Australia’s National Basketball League. 18 SportBusiness International • No. 160 • 09.10
THE FUTURE OF FOOTBALL The Future of Players’ Agents ∑ The Future of Football Stadiums ∑ The Future of Global Football Sponsoring ∑ The Future FIFA World Cup Hosts 2018/2022 FOOTBALLS GLOBAL PLAYERS MEET AT THE DOLDER GRAND HOTEL IN ZURICH FROM OCTOBER 25–26, 2010. Participation is by invitation only. To apply please contact Antje Hembd on ah@internationalfootball.com For Sponsorship contact Michael Stracke on mps@internationalfootball.com For Sponsorship contact Michael Stracke on mps@internationalfootball.com w w w.internationalfootball.com M A I N PA RT N E R S : S U P P O RT I N G PA RT N E R :
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