Professional Bull Riders (PBR), the US-based international bull riding circuit, has announced a multi-year partnership with global brewing giant Anheuser-Busch InBev (AB InBev) ahead of the 2024 season.

The partnership, which focuses on the company’s light beer brand Michelob Ultra, sees AB InBev become the PBR’s official and exclusive beer sponsor spanning the circuit’s individual competition and Teams League, as well as the sport’s expansion tours.

As part of the deal, AB InBev will activate a range of assets, including the use of the PBR logo on packaging and in retail promotions, TV-visible arena signage, custom content on PBR digital channels, and unique hospitality areas at events.

On the back of the agreement, PBR said it will now be able to award additional prize money to each 21+ event winner in PBR’s top-tier Unleash The Beast event and each Event MVP Teams league through the new Michelob Ultra Bonus.

The new deal comes shortly after South American governing body Conmebol secured a sponsorship agreement with AB InBev that sees Michelob Ultra become the official global beer of the 2024 Copa America national teams competition.

That agreement joined AB InBev’s burgeoning sports sponsorship portfolio, which includes the Ultimate Fighting Championship mixed martial arts promotion, soccer’s global governing body FIFA, the FIFA World Cup, the NFL’s Washington Commanders, and the Wimbledon grand slam tennis tournament, among others.

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PBR, meanwhile, kicks off its 2024 season with Unleash The Beast Buck Off at Madison Square Garden tomorrow (January 5).

Last year, PBR launched a channel on the sports streaming platform Recast to give fans outside the US access to over 160 events annually, including PBR’s elite/premier individual competition, its second-tier Challenger Series, its emerging talent tour, and the Team Series competition launched last year.

The series has its RidePass streaming service exclusively on US-based Pluto TV, the free-to-view video streaming platform, as both a linear channel and on-demand. In Canada, meanwhile, rights to the series are held by pay-TV broadcaster TSN.