How Professional Bull Riding Is Grabbing TikTok by the Horns

PBR's audience on the platform is younger and more female

Flipping past teenagers dancing and lip-synching their way to internet stardom, a 1,600-pound bull appears on my iPhone screen. The beast is dirty. Snot drips from its nose. A camera zooms in and out on the bull’s face as a remix of “I’m Too Sexy” by Right Said Fred blares. 

At 101,000 views, the video hasn’t exactly gone viral, but it does demonstrate that on TikTok, even a motionless bull set to the right music can make a splash.

Professional Bull Riders, the Endeavor-owned sports league, said TikTok has allowed it to reach a new audience that’s younger and more female by moving beyond the big moments and showcasing what it’s like to be a fan of the sport. 

“We don’t really focus on the sport’s highlights as much as we do the lifestyle of someone who attends our events and lives in our key markets, and uses our OTT subscription services,” Mitch...



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in