Professional Bull Riders (PBR) gave USA TODAY Sports an exclusive, behind-the-scenes sneak peek of Cole Hauser’s campaign shoot during the World Finals in Fort Worth, Texas. Hauser, who stars as Rip Wheeler on television’s No. 1 drama “Yellowstone,” is PBR’s newly minted brand ambassador and “the epitome of cowboy culture and Western values like hard work, toughness and determination,” said PBR Commissioner and CEO Sean Gleason.
The finals were all country and rock ‘n roll with Kid Rock surprising fans during a break in the action by taking the stage to sing “All Summer Long” with PBR’s official entertainer Flint Rasmussen.
As the world’s premier bull riding organization, PBR is celebrating 30 years of the annual Unleash The Beast tour (UTB), which features the top bull riders in the world competing for a $1 million bonus, the coveted golden buckle and World Champion title.
