The Powerhouse Relationship Between Ford and PBR

The major league tour of Professional Bull Riders (PBR) was previously known as the Bud Light Cup Series until Ford Motor Company came along and became the principle sponsor of the tour. In 2003, when Ford took over, the major league tour transformed into the Built Ford Tough Series (BFTS) — inspired by their infamous long-time truck slogan. This marked the beginning of a strong relationship between the rodeo world and Ford Motor Company. 

The BFTS is a 30-city event series climaxing in the PBR world finals every year where the top 35 riders come to compete. Riders around the world begin training at a young age, often at private boarding schools, to hopefully one day compete in the famous BFTS. 

Ford has happily committed to being the primary sponsor for this event that is televised weekly on CBS, CBS Sports Networks and other networks where riders from private boarding schools and fans around the world can tune in to watch. The event has become world renounced and one of the most competitive series in PBR. 

After celebrating 12 years as the title sponsor of PBR elite BFTS in 2015, Ford made the decision to sign a new, multi-year agreement with PBR. Throughout the glorious years of sponsorship, Ford’s motto of ‘toughness’ has become heavily associated with the same toughness in the PBR world making the connection between Ford and rodeo even stronger. 

With that, the powerhouse Ford-150 from the Ford F-series has become the official truck of the PBR. Meaning, it receives top billing at all PBR BFTS events through arena demonstrations, promotions, announcements and more, but it doesn’t stop there. 

Ford’s sponsorship agreement also includes partnering with the PBR in the Built Ford Tough Good Works program. This program finds fans from private boarding schools and around the world that make a difference in the lives of others with Ford trucks. 

PBR has become one of Ford’s strongest grounds for sharing their products and brand story with passionate fans of the sport. 

Along with the multi-year agreement and partnership Ford has extended to PBR, there have been multiple other key sponsors to join the league. However, Ford is still their number one sponsor. 

As riders from private boarding schools would argue, bull riding is a sport that requires toughness, durability and performance, all of which Ford has built it’s F-series on making the connection between PBR and Ford a powerhouse relationship.