The Original Extreme Sport:

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1 Welcome to the PBR

2 The Original Extreme Sport: Outweighed 10-to-1 by their opponents, our athletes are pound-for-pound among the strongest in sports to say nothing of their courage. Every time they appear on the national stage, they positively shine. Beneath the swagger is a genuine humility and courtesy that amazes all who meet them. Everyone connects with these young men at a core level, admiring their athleticism while identifying with their values. Yet they are among an elite group of modern day professionals, earning millions competing at the highest level of sport. PBR cowboys represent an entirely new genre of athlete from which to engage a broad audience.

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4 PBR has harnessed the raw power of bull riding and transformed a county-fair spectacle into a worldwide sports and entertainment phenomenon. Founded in 1992 by 20 visionary bull riders. Now operating in five countries on three continents. United States, Brazil, Australia, Canada, Mexico Television coverage in 50 nations and territories, reaching over half a billion households.

5 PBR reaches farther and deeper into the heartland of America than other sports and entertainment properties. The Built Ford Tough Series hits 30 of the Top 40 metropolitan markets each year. The PBR s Touring Pro Division reaches 140 additional markets, from Denver to Johnstown, Pa. The scope of PBR s event business allows us to engage with millions of Americans outside of the Top 40 markets. (C&D county residents are 29% more likely to watch PBR.) Those millions embrace PBR as their hometown sport and tune in regularly. Source: MRI 2010

6 PBR doesn t just have fans; we have fanatics. PBR fans connect with cowboy values. PBR fans love adrenaline-packed action. PBR fans get unprecedented access to our athletes. PBR fan devotion is measurable and actionable. TV is the main source of entertainment for PBR fans and they arrange their schedules around TV programs. Source: Simmons 2010, Brookside 2011

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9 TV FIRST is a company-wide initiative that has re-focused every aspect of PBR business on a new set of strategic priorities. All PBR resources are now focused on growing our television audience and engaging them on a visceral level. All PBR strategic decisions from customer service, to sponsorship sales, to local marketing are put through a TV-First filter. PBR brought television production in-house for the first time ever, to ensure that every broadcast becomes destination programming that can t be missed.

10 Led by 34-time Emmy Award-winning Producer David Neal, PBR is redefining how professional bull riding grips viewers and keeps them coming back for more. David Neal, Executive Producer Award-winning front bench World-class production team

11 Features and editorial enhancements were reintroduced to share the compelling stories of our athletes. Getting to know the personalities of PBR s cowboys gives viewers a reason to care. PBR bulls are feared and revered, and command the admiration of millions. Features and enhancements continually reinforce the danger and difficulty of what our athletes accomplish with each ride. Features and enhancements are important to educate casual viewers about the nuances of the sport and build our brand.

12 As PBR continues its television transformation, we ll remain flexible in how we deliver competitive bull riding to the world. from competition format to scheduling to the way the action is captured. We ll ensure each broadcast has the broadest appeal and deepest connection with both casual and core fans.

13 From Madison Square Garden to Anaheim, California from Cowboys Stadium to Seattle the PBR brings its unique brand of sports entertainment to every corner of the country. PBR s event business continues to grow, just as it has for 20 consecutive years. Every single event experience converts casual fans to core fans. Our broadcast partner and tune-in promotions will be integrated seamlessly into our live-event experience.

14 Brand Awareness Eight PBR themed bar/restaurants Las Vegas, Kansas City, Baltimore, Houston, Philadelphia, Hampton Roads, Louisville & St. Louis (coming soon) Shoulder Programming & Brand Integration Ford Trucks takes PBR Outdoors (Outdoor Channel) Necessary Roughness (USA Network) Cupcake Wars (Food Network) Playbook 360 (Spike) VH1 Top 20 Countdown (VH1) CSI: Las Vegas (Various) American Guns Many Others Other Brand Extension History Channel television series, Bullionaires Nicholas Sparks book, The Longest Ride Ronnie Dunn (Music Video) Dierks Bentley (Tour Videos) Jason Aldean (Tour Videos) Gary Allan (Music & Tour Videos) PBR Marketing Extension 100 s of Licensed Products & Merchandise PBR Posse (Official Fan Club) Programs, Publications, Digital Publications Mobile Marketing Tour (Travelling Bulls)

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16 In less 20 years, the PBR has set new standards and exceeded all expectations. Today, we stand in the dawn of a new era. TV First: We ll harness our momentum and apply it toward unprecedented television expansion; our audience will grow. Broad and Deep Fan Appeal: To experience the sport is to love it; our brand will continue to shine. Success Breeds Success: Great companies ride our brand to take their brands to new heights; more are on the way. Global Growth: We have events in five countries and television coverage in 50. Our borders keep expanding, and so do the opportunities for our partners.

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