Courtesy Andy Watson/Bull Stock Media
Fort Worth will don its true cowboy style as the city hosts the 2022 Professional Bull Riding (PBR) World Finals on May 13.
For the last 30 years, Las Vegas has been hosting the competition, but PBR wanted something different and authentic and Fort Worth answered their call.
“We are trying to show the world that Fort Worth is a world-class destination, and we are a great sports host,” Jason Sands, Executive director of the Fort Worth Sports Commission, says. “Any event that we can host that brings exposure like PBR does, [gives us the opportunity to] show people how great the city is. Both with the folks coming here and experiencing Fort Worth for the first time and with people watching PBR events [on television].”
Courtesy Andy Watson/Bull Stock Media
The competition is happening on May 13 – 22, when a champion will receive a massive belt buckle and check — $1 million to be exact. The number of participants is about 800, and our estimated number of people coming in is in the thousands.
“We want to show them what our team and city can do to support their fans, athletes, and the event as a whole,” Sands says. “After we get through these first couple of years, and they see how they can leverage the entire city for a great experience for their fans, our hope is to continue this partnership long term.”
With the tournament coming to Cowtown, the city’s Sports Commission wanted to add new Fort Worth-centric events to PBR’s agenda, including Mexico en la Sangre-De Toro a Todo’s, an event that will highlight Latin culture at the Cowtown Coliseum. They also added a new competition for women bull riders.
“We’re a diverse city, and we take pride in that and take it very seriously,” Sands says. “We’ve worked together with PBR to embrace that side of the city because Fort Worth welcomes all. You don’t have to be a bull riding fan to come out here and have a great experience, and that’s something we’re building together.”
The PBR has gained a tremendous amount of attention over the years, and the sport has millions of fans around the world who routinely watch competitions on TV. And, with PBR advertising this marquee event in Fort Worth, the city itself is beginning to receive more attention.
“There are hundreds of thousands of people who are hearing about Fort Worth who never thought about Fort Worth before,” Sands says. “[With PBR’s] CBS partnership, they’re on TV every single weekend, and Fort Worth front and center, so this is a huge opportunity for us to really tell the Fort Worth story on an international stage.”
Courtesy Andy Watson/Bull Stock Media
The Stockyards will play host to a litany of events, many of which will take place along Mule Alley and at the Cowtown Coliseum. PBR has taken the reins on this historic stretch of streets to enrich the overall experience. Along with the cowboy experience, there will also be a parade to kick things off, a concert series, and vendors.
“Everyone in Fort Worth has been really excited,” Sands says. “While [the city] is part of a Metroplex that has 8 million people, we are known for our authentic western brand. We’re where the West begins. People are really excited about this event coming back home, as one could say.”
This won’t be the last time PBR steps into town. PBR and the Dickies have agreed to Fort Worth hosting the event for another three years.
“It all taps right into Fort Worth and our brand and what we’re all about,” Sands says. “We are really excited to work with the PBR team to see what we can do this first year and set the tone for many years to come.”
