Horse Soldier Bourbon is the latest PBR sponsor, completing a two-year deal with an additional two-year option, being designated as the “Official Dark Spirit” of the PBR Teams league.
Activation for the small-batch spirit begins at this weekend’s Team Series Championship at T-Mobile Arena in Las Vegas, with branded barrels and signage in the dirt-suites area, along with signage on the bucking suites, and centerhung display video. HSB also gets entitlement to the weekly “Be Cowboy” and the annual “Comeback Rider of the Year” awards. Other PBR alcoholic beverage sponsors: Pendleton Whisky, and A-B InBev’s Michelob Ultra brand.
