Professional Bull Riders is an international bull riding event that takes place in 5 countries. There are 36 events each year in the US alone.
The goal with Professional Bull Riders was to drive ticket sales as well as develop more valuable sponsorships. Our approach was to go beyond the, “Sunday, Sunday, Sunday” ads typical to localized event marketing and instead focus on developing a stronger PBR brand.

The cornerstone of the campaign is a new anthem we wrote and brought to Steven Tyler. Steven loved the song so much he ended up adding it to his debut solo album, “We’re All Somebody From Somewhere.” The song is featured in the PBR TV spot, CBS intro and will be performed at the beginning of each PBR event.
TV Spot
Steven Tyler Live Performance
Print & Signage
World Finals