America's Love of 'Yellowstone' Helps Launch Bull Riding as a Team Sport
Riding the current craze for cowboys, professional bull riding is becoming the next team sport. Billionaires are helping bring it to your hometown.
Americas Love of Yellowstone Helps Launch Bull Riding as a Team Sport
Eight teams will form across the U.S., with help from Hollywood and billionaire backers
A-HED
Americas Love of Yellowstone Helps Launch Bull Riding as a Team Sport
Eight teams will form across the U.S., with some billionaire backers
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Riders at the PBR Unleash the Beast bull-riding competition at Madison Square Garden in January, 2020, in New York City.
PHOTO: KENA BETANCUR/AGENCE FRANCE-PRESSE/GETTY IMAGES
By Erich Schwartzel
https://twitter.com/erichschwartzel
erich.schwartzel@wsj.com
Jan. 6, 2022 12:53 pm ET
The cable western
Yellowstone is a hit on TV. Hunting and fishing
license sales are up. Are Americans returning to the frontier ready to root for hometown teams
of bull riders?
The Professional Bull Riders, the largest league for the sport of the American West, hopes so. On Friday, PBR plans to announce it is turning the toughest eight seconds on dirt into a team sport, establishing eight new franchises of riders vying to stay atop a thrashing bull longer than the next guy.
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