PUEBLO, Colo. (May 7, 2009) - The Professional Bull Riders, Inc. (PBR) is thrilled to announce its latest corporate partner, GenuityTM. The GenuityTM brand by Monsanto is breakthrough trait technology that opens the door to better agricultural innovation. It will be known as the Official Agricultural Trait Technology Sponsor of the PBR.
“Monsanto is one of the most remarkable companies we’ve had the good fortune to work with,” said Sean Gleason, PBR Chief Operating Officer (COO). “Their revolutionary products deliver on a promise to make the world a better place for future generations. We’re proud to have the opportunity to fill a role in their marketing initiatives.”
To kick-off the new partnership, GenuityTM will be the event title sponsor for the 21st stop of the prestigious Built Ford Tough Series (BFTS) in Des Moines, Ia. The Genuity™ Invitational will take place on May 8-9 at the Wells Fargo Arena.
“We’re excited to debut our PBR sponsorship this year with our GenuityTM brand,” said Dion McBay, Monsanto U.S. Traits Marketing lead. “The PBR circuit has a strong heritage and a close place in the hearts of many American farmers. We want to help farmers enjoy time with their families off the farm, too, so we think this is a great sponsorship for our GenuityTM brand.”
GenuityTM will also sponsor several PBR events across this country this year and have a presence at all BFTS events. In Des Moines, the Monsanto Mobile Technology Unit (MTU) will be on-site, offering free tours before and during the shows. The MTU is a unique, traveling exhibit showcasing Monsanto’s latest advances in plant breeding and trait technology, including the GenuityTM brand family of traits.
“America’s farming community are PBR fans,” said Gleason. “We are looking forward to working with one of America’s most innovative companies to help spread the word, not only to their customers, but to the entire PBR fan base. Monsanto and the Genuity line of seed traits are a story that everyone should hear.”
The PBR is the premier bull riding organization in the world, boasting contestants from the United States, Mexico, Australia, Brazil, and Canada. Its events air weekly on VERSUS at 8:00 p.m. EST Saturday and Sunday nights (please check your local listings for details in your area), and on NBC and FOX throughout the year. For more information on PBR’s newest partnership with GenuityTM, please visit www.pbrnow.com or call Katharine Sherrer at 719 242 2800.
About the PBR:
More than 100 million viewers tune in each year to the PBR on FOX, NBC, ESPN, VERSUS, and on a host of foreign networks across the globe. With approximately 500 hours of prime time programming annually, PBR ranks among the most prolific sports on air, in addition to attracting over 1.7 million live event attendees each year with it multi-tiered event structure which includes the prestigious Built Ford Tough Series, the Copenhagen Bull Riding Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants. The PBR is headquartered in Pueblo, Colo., with additional offices in Australia, Brazil, Canada, and Mexico. The PBR prides itself in its 1,000 plus stock contractor relationships and over 1,200 PBR bull riders competing in more than 300 PBR sanctioned competitions in five countries.
About GenuityTM:
The GenuityTM brand includes Monsanto’s latest, as well as future, family of traits across corn, soybean, cotton, and specialty crops. GenuityTM represents the most advanced trait technology available to farmers to help them do what they do best, even better.
