Xtreme Bulls Hitched to Dodge Trucks | Adweek Xtreme Bulls Hitched to Dodge Trucks | Adweek
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Xtreme Bulls Hitched to Dodge Trucks

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DALLAS Dodge Trucks is lending its name to the 2006 Xtreme Bulls Ride Hard Tour, extending a sponsorship role in the sport that began in 1980, according to the sports marketing firm Winnercomm.

The 2006 Dodge Xtreme Bulls Ride Hard Tour features 10 events throughout the year at big-name rodeos across the country. The next tour stop will be the 92nd Edition of the Clovis Rodeo in Clovis, N.M., on April 27 and will be televised on ESPN and ESPN2.

"Dodge has been an integral part of pro rodeo for many years and we're pleased they wanted to further expand their presence in the sport by putting their name on the Xtreme Bulls tour," said Jim Wilburn, president and CEO of Winnercomm, which acquired the licensing rights to the Professional Rodeo Cowboys Association Xtreme Bulls Tour in 2005.

Based in Tulsa, Okla., Winnercomm is a third-party producer of programming for ESPN. The company originates a range of TV coverage of professional rodeo for the PRCA and manages the pro rodeo Web site on ESPN.com.

The 2006 Dodge Xtreme Bulls Ride Hard Tour will have 22 hours of programming coverage on ESPN and ESPN2, including three hours on Thanksgiving Day. ESPN reaches more than 90 million U.S. households.