Army Signs With Rodeo Cowboys, Bull Riders | Adweek
Advertisement

Army Signs With Rodeo Cowboys, Bull Riders

Advertisement

CHICAGO The U.S. Army has signed on as the exclusive military sponsor of both the Professional Bull Riders and Professional Rodeo Cowboys Association.

The partnership, brokered by the Army's sports marketing agency, Relay Sports and Event Marketing in Chicago, allows the Army to place a team in competition at PBR and PRCA events, provide pre-show pageantry and operate recruiting booths. The Army also will have a brand presence on the organizations' Web sites.

"The cowboys that compete within these organizations demonstrate many of the same characteristics we look for in soldiers," said Lt. Gen. Dennis D. Cavin, commander of U.S. Army Accessions Command, in a statement. "They are physically and mentally tough and possess a never-quit and refuse-to-accept-defeat attitude. These PBR and PRCA programs provide a new and extraordinary opportunity for us to deliver the Army's message to a large youth and influencer population in one of the fastest-growing professional sport industries in the country."

The U.S. Army has a similar arrangement with the Arena Football League.