Running With the Bulls

No matter how much dust flies, spectators will see one thing when Cory Rasch explodes out of a chute this month atop a writhing bull: The Jack Daniel’s logo.

It will appear not only on Rasch’s chaps, but on his vest and shirt. And when the ride is over, assuming he’s in one piece, Rasch will head to a meet-and-greet party where the Jack Daniel’s will be flowing.

Welcome to the Professional Bull Riders tour, one of the hottest sponsorship opportunities in sports. Rasch is one of 45 bull riders competing in the 2007 meet, starting on Jan. 6 at Madison Square Garden and continuing through 30 events around the country.

The promoter, Professional Bull Riders Inc. (PBR), earned more than $24 million last year in sponsorships and advertising, a 25% increase over 2005. And that doesn’t include side deals with riders — unrelated to PBR sponsorships — some of whom have up to 10 brand sponsors apiece.

How can bull riding command that kind of money? For starters, TV viewership has risen from 51.2 million in 2000 to 104.3 million in 2005, according to PBR.

That boost is due, in part, to the arranging of consistent time slots on NBC Sports and OLN. But it is mirrored by an increase in the live gate: Attendance at bull-riding events grew from 867,000 in 2001 to 1.5 million last year.

“The PBR is one of the fastest-growing spectator sports in the country, and being associated with it is a great way to enhance awareness and loyalty,” says Dave Baird, manager of sports marketing for Enterprise Rent-a-Car, a PBR sponsor.

Part of the allure for sponsors is the audience demographic. While 40% of the attendees are women, the typical fan is a male between the ages of 21 and 49. And 71% of those who attend the events live west of the Mississippi.

No wonder the tour attracts marketers of rugged masculine products.

Take Ford Truck, 40% of whose buyers attend or watch bull-riding events. Ford is headlining the 2007 tour, called the Built Ford Tough Series: Presented by Wrangler.

Ford sets up mobile vehicles outside arenas. Inside, a Super Duty pickup truck tows a seating section filled with 25 VIPs into place in the arena.

“Our philosophy is to be involved in large events that reach truck consumers,” says Todd Eckert, marketing manager for Ford Truck.

The U.S. Army is also there, this being a patriotic crowd. It sets up a vehicle outside the arena at which recruiters distribute materials. And the opening show incorporates Army pageantry, with veterans from Operation Iraqi Freedom marching next to new recruits.

Promotional opportunities abound in this environment. Johnsonville Bratwurst grills samples and hands out coupons at its vehicle. Amp’d mobile operates a mechanical bull. And U.S. Smokeless Tobacco runs a sampling area for people over 21 (when regulations permit).

Jack Daniel’s girls toss T-shirts to adults in the crowd. And Flint the clown rides an air cannon pulled by a Yamaha all-terrain-vehicle, and shoots wrapped Johnsonville bratwurst and amp’d mobile T-shirts into the stands.

The contest prizes also have a masculine edge to them. Rocky Boots gives away a free pair of boots, sometimes to women. And Cabela’s awards a Daisy Red Rider BB gun to an adult.

Even the softer brand sponsors get into the spirit of things. An animated video shows characters from Fritos’ chips and Oh Boy! Oberto beef jerky riding bulls. The brand that gets the most cheers hands out exit samples.

What does it cost to get involved in these festivities? Customized sponsorships range in price from $500,000 to $4 million per year.

“We’re not just a company that charges you a sponsorship fee and puts up a sign and runs your ad,” says Jeff Kent, vice president of sponsor services and activation for the PBR.

Generally, sponsorship deals include the use of “official” status language, the use of PBR marks and logos and the inclusion of brands in PBR marketing materials, including listings and hot links at PBRnow.com.

Also offered is in-arena signage and access to the 100,000-name PBR fan club roster for direct mail or e-mail.

Finally, since PBR owns the programming and ad inventory for its network TV shows, ad slots are included in about a dozen sponsors’ packages. And they reach a more national audience than the live events — only 45% of the viewers live in the West. Enterprise Rent-A-Car runs spots during PBR broadcasts and at PBRnow.com.

“Our objective is to let fans know that we like what they like so that they will be more inclined to rent from Enterprise in the future,” says Baird. “We try to have one succinct message reach each individual fan, whether they are sitting in the arena or on a couch at home.”

Most firms measure the value of sponsorships in incremental sales. These are driven by coupons, samples, follow-up marketing and off-site promotions, sponsors say.

“We generally find that when we activate, we get a lift,” says David Stang, national sponsor director for Jack Daniel’s. “The intent to purchase increases, as well as purchase frequency.”

But that’s not all. Like many sponsors, Jack Daniel’s also gathers consumer data, generating about 2,000 names per event with a sign-up-to-win sweepstakes.

And it gets a chance to interact directly with fans at the regular after-show event: Nightclub PBR. Jack Daniel’s and Bud Light provide beverages for the gatherings at which riders socialize with fans.

“We have the opportunity for people to walk up to our product and smell it and taste it,” Stang says.

Starting last year, Jack Daniel’s has also sponsored individual riders, including Rasch, but this is independent of the PBR. These side deals cost anywhere from $5,000 to $100,000. But they carry a certain risk.

Last year, for example, Rasch was bucked off a bull and stomped, sustaining a gash along the side of his skull and a broken collarbone and shoulder blade. He was off the circuit for months, but was still able to fulfill his meet-and-greet schedule.

“It’s not a matter of if, it’s a matter of when there will be injuries,” says Karen Flood, western lifestyle agent for Jack Daniel’s. “It just comes with the deal.”

Flood adds that injuries and other potential issues are covered extensively in contracts.

But like the riders themselves, most sponsors are too committed to the sport to be put off by an occasional injury. Ford Truck owns part of a PBR bull named Super Duty. And it awards bonuses to the top riders, including $1 million to the world champion.

Last year, Ford ran a contest tied to the performance of a PBR bull rider. The grand-prize winner got a free trip to the PBR World Championships, and part ownership of Super Duty. More than 60,000 people participated.

For Ford, the tour is “a great fit,” Eckert says. “Our goal is to ultimately drive hand raisers.”