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Exclusive: Professional Bull Riders Partner With ZipRecruiter

The careers and recruitment platform will become the sponsor of multiple PBR events and cross-platform promotions.

On Thursday, the Professional Bull Riders announced an all-new deal with ZipRecruiter. The partnership had something of a soft opening on Sunday, Sept. 5 on the USS Lexington aircraft carrier at the recent US Air Force Reserve “Cowboys for a Cause” event. Now, it’s official.

PBR chief revenue officer Josh Baker has a preexisting relationship with ZipRecruiter’s media buy agency, Media Design Group, and after seeing some of the things that the Professional Bull Riders were doing, introductions were made. Baker said the online careers and recruitment platform was drawn to the demographic composition and the loyalty of the PBR fan base.

“Zip provides a very important service to the economy while keeping it light-hearted and fun,” said Baker in an official statement. “Their commercial spots are funny but to the point, and their marketing is proven as their data points back up their claims of being the best job recruiting site.”

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The pact will include multiple branding and visibility opportunities for ZipRecruiter, including a campaign for the “ZipRecruiter Top Recruit” that will highlight the newest member of the PBR’s top-tier Unleash the Beast tour to qualify for the particular event taking place that weekend. 

As part of the deal, ZipRecruiter will run TV spots on CBS and CBS Sports Network broadcasts and will be featured on PBR’s live streams. ZipRecruiter will also have event entitlements. Both Sept. 18’s PBR ZipRecruiter Invitational at the Prudential Center in Newark, New Jersey and the ZipRecruiter Rumble in Dayton, Ohio on Oct. 23 at the Nutter Center have been renamed with the company’s branding.

The PBR’s partnership with ZipRecruiter is just 1 of the 10 partnerships that have the PBR has landed this year. The addition of the 10 deals has resulted in an overall 12% increase in revenue growth. Outside of this deal, partners include Audacious, Tractor Supply Co., and Pluto TV. 

It all amounts to a renewed wave of momentum down the back stretch of the PBR’s 2021 campaign.

“We’re in the home stretch of a very exciting 2021 season, getting ready for the last Unleash The Beast World Finals in Las Vegas while also planning the move of our Finals to Fort Worth in May of 2022, along with setting the stage for some other very exciting announcements in the next couple of months,” Baker said.

With new business partnerships materializing at speed, the World Finals are far from the only thing that’s moving on up in the world of the PBR.

About The Author
Randall Williams
Randall Williams
Randall Williams is a Staff Writer covering sports business and music for Boardroom. Before joining the team, he previously worked for Sportico, Andscape and Bloomberg. His byline has also been syndicated in the Boston Globe and Time Magazine. Williams' notable profile features he has written include NFL Executive VP Troy Vincent, Dreamville co-founder Ibrahim Hamad, BMX biker Nigel Sylvester and both Shedeur and Shilo Sanders. Randall, a graduate of "The Real HU" - Hampton University - is most proud of scooping Howard University joining Jordan Brand nearly three months before the official announcement.