Professional Bull Riders’ team-based league is entering its fifth season with sponsorship momentum continuing to accelerate, underscoring growing corporate interest in one of the fastest-growing properties in western sports.
PBR Teams will open its 2026 season this weekend at Canvas Stadium on the campus of Colorado State Univ., marking the first time the league has launched a season at a neutral site and building on PBR’s first stadium competition, a sold-out Unleash The Beast tour at Florida State’s Doak Campbell Stadium in March.
Ahead of the season opener, PBR officials said sponsorship revenue has increased 386% since the team league debuted in 2022, including a 13% year-over-year increase as existing and new partners expand their investments in the property.
The league now counts 21 national partners, alongside a growing roster of team-level sponsorships that have become an increasingly important revenue driver.
One of the emerging trends is the rise of team presenting sponsorships, highlighted by the Oklahoma Wildcatters’ partnership with Auris; Arizona Ridge Riders and Energy Transfer; N.Y. Mavericks and Go Bowling, and the extension of Texas Rattlers’ presenting sponsorship deal with Ariat that began in the league’s inaugural season.
The roster also now includes Ram Trucks, which in December singed a three-property deal with TKO Group Holdings, owner the PBR, UFC and WWE.
PBR Teams’ regional partners are Morgan & Morgan, South Point and Texas Pete, with Crypto.com, Mack Trucks, Scotts, Texas Capital Bank and World Liberty Financial joining this year.
The sponsorship growth comes as PBR continues preparations for expansion. The league has previously announced plans to grow from 10 teams to 12 teams beginning with the 2027 season and is in discussions with prospective ownership groups across North America.
The upcoming season will receive broad national exposure through a media package that includes CBS, Paramount+ and The CW. The schedule features a 12-event regular season and playoffs, with approximately 100 hours of live coverage planned. All 175 regular-season games are slated for distribution, along with the November’s postseason at T-Mobile Arena in Las Vegas, which will host the PBR Teams Championship for the fifth consecutive year.
The PBR-LVCVA partnership is one of the most-tenured in U.S. sports.
