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Pabst Brewing Co., maker of Pabst Blue Ribbon beer, and Professional Bull Riders Inc. (PBR) have joined forces for a multi-year relationship that will make the well-known brand the exclusive beer partner of Professional Bull Riding. The two entities already share an acronym.
The partnership encompasses unique signage at all Built Ford Tough Series (BFTS) events, where the famed Pabst Blue Ribbon Tall Boy will be integrated throughout the arena. PBR will also introduce the first Pabst Blue Ribbon Bull Award, which will recognize the outstanding bull performance at each event, based on athleticism, strength and speed. Further, in eight key markets, Pabst Blue Ribbon will host the Pabst Party Zone, an exclusive fan experience enabling attendees to go behind the scenes with PBR while sipping an ice-cold Pabst Blue Ribbon, including access to upgraded seating and rider autograph sessions and meet-and-greets. The Pabst Party Zone launched the weekend of Jan. 13 in Anaheim, Calif., and will continue in Portland, Ore.; Atlanta; Houston; Arlington, Va.; Detroit; San Antonio; and Nashville. Fans will be allowed entrance at random after signing up via SMS text and at Pabst Blue Ribbon activities booths.
“For over a century, Pabst Blue Ribbon beer has been an iconic brand with a fiercely loyal consumer base that respects authenticity,” noted Daren Metropoulos, co-owner of Woodbridge, Ill.-based Pabst Brewing Co. “The relationship between Pabst Blue Ribbon and Professional Bull Riders connects two American originals like never before.”
“We know that bringing together one of the fastest-growing beers with one of the fastest-growing sports will result in fun and original opportunities for the brand as well as our consumers,” added Pabst co-owner Evan Metropoulos.
“Pabst is a brand that will resonate with our fans, and introduce our sport to others,” said Jim Haworth, CEO of Pueblo, Colo.-based PBR, whose 2012 BFTS season opened this month. Televised weekly on CBS, CBS Sports Network, NBC, NBC Sports Network, and YouTube, the BFTS will make 29 stops in 23 states before the Built Ford Tough World Finals in Las Vegas on Oct. 24-28.
In business since 1844, Pabst Brewing Co. is North America’s largest privately held brewing company. The company’s portfolio such classic brands as Pabst Blue Ribbon, Schlitz, Colt 45, Old Style, Lone Star, Stroh’s, Ballantine, Old Milwaukee and Rainier.