Premier competitive rodeo organization Professional Bull Riders (PBR) has partnered with Australis Capital Inc.’s Audacious brand in a multi-year agreement making Audacious the Official CBD of Professional Bull Riders.
“Professional bull riders are considered among the toughest athletes in sports, followed by hard-working fans who often hold physically demanding jobs that take a toll on their bodies,” explained PBR Commissioner and CEO Sean Gleason. “PBR has long been an innovator in providing reach and value to our brand partners, and we are very excited to again break new ground in helping Audacious tell their story while we also participate in researching the benefits of CBD products for our athletes.”
The multi-faceted partnership, which includes manufacturing and distributing PBR-branded CBD products, is one of the most expansive to date between a CBD brand and a major professional sports association, and aims to further normalize the use of CBD in recovery related applications.
A groundbreaking element to the partnership is the upcoming launch of a full PBR-endorsed line of topical CBD products. The products include pain relief and recovery products, which feature proven pain relief ingredients such as menthol and lidocaine, as well as a generous 500 mgs of CBD, available in roll-on, gel and spray formats.
“CBD as a category, we believe, has incredible potential, especially in the wellness space,” Audacious CEO Terry Booth said. “The partnership with PBR provides us with a very significant competitive advantage over other companies with CBD product due to the credibility of our partner.”
Wreck Relief Brand
Audacious is launching its new CBD product line under the brand Wreck Relief. The products will debut online and at the 2021 PBR World Finals, to be held Nov. 3-7, in Las Vegas, marking one of the first times a major professional sports organization has licensed a CBD product. These products will also be available for large retail chains in 2022.
The multi-year deal with PBR is the company’s first and only sports sponsorship to date. It utilizes PBR as a national brand building and awareness platform to build visibility among the sport’s 83 million fans.
Citing industry insider estimates, Audacious said in a statement that the total CBD market in the U.S. is anticipated to reach $23 billion by 2023, providing a huge opportunity for a brand that combines quality with distribution and nationwide visibility.
Beyond its large fanbase, PBR has a significant footprint on social media, with annual impressions approaching 2 billion and close to 700 million video views. Plus, major television network CBS broadcasts PBR events, reaching an audience of millions. That visibility, according to Audacious, will provide significant coverage for its new product line among a demographic that has been found to have a higher than average propensity to purchase similar products.
The consumer-facing elements of the partnership on behalf of the Wreck Relief brand will feature in-arena commercials and digital signage at PBR events, TV-visible signage in the bucking chutes and rider walk off areas, custom content on PBR’s social and digital channels, and brand entitlement of the PBR Sports Medicine team, which will be renamed the Audacious PBR Wreck Relief Sports Medicine Team.
“We see tremendous synergies between our CBD product line and the PBR platform, particularly given the punishment PBR riders endure,” explained Leah Bailey, chief business development officer for Audacious. “As these products are integrated into the PBR athletes’ wellness regime and PBR’s comprehensive rider development program, we believe we will gain new ambassadors for our brand and products.”
Bailey noted that PBR athletes are key influencers with a large reach among an audience that represents approximately 25% of the total U.S. population of 330 million people.
Audacious CBD products will also be integrated into the PBR Sport Performance Center in PBR’s headquarters city, Pueblo, Colo., the first of its kind training, development and recovery center designed specifically for western sports athletes, while serving athletes of all sports. PBR athletes will also participate in a research program evaluating the benefits of CBD products.
More than 500 bull riders from nations around the world including the United States, Australia, Brazil, Canada and Mexico hold PBR memberships. They compete in more than 200 bull riding events each year on the nationally-televised Unleash The Beast series, Pendleton Whisky Velocity Tour and Touring Pro Division, in addition to those held by international divisions in Australia, Brazil, Canada and Mexico.