PUEBLO, Colo. – The Professional Bull Riders (PBR) have extended their partnership with Lucas Oil to be the “Exclusive Automobile Motor Oil/Additive, Fuel Treatment and Lubricant Manufacturer” of the PBR.
 
In addition to its involvement with the nationally televised Built Ford Tough Series (BFTS), Lucas Oil will be the title sponsor for a series of Touring Pro Division events, which is the developmental tour of the PBR. Lucas Oil also will provide a series of exclusive discount services for PBR riders and stock contractors.
 
“We are excited to announce a renewed and expanded marketing partnership with our friends at Lucas Oil,” said PBR CEO Jim Haworth. “Noted for their creative marketing approach with some of the most prestigious properties in sports, including Lucas Oil Stadium in Indianapolis, as well as a number of grassroots sports properties, we are excited for them to continue their involvement with the PBR family of partners.”
 
“I couldn’t be more proud to have Lucas Oil Products partnering with the championship-caliber riders and the PBR itself,” said Tom Fredrickson, general manager and chief administrative officer of Lucas Oil Products. “The bull riders and the fans of the PBR are extremely passionate about their sport, and most are passionate about their vehicles as well. This partnership is a perfect fit for us to connect and share the passion we have in our products in a fun and exciting way.”
 
New York is the first stop for the BFTS, which will make 29 stops in 23 states before the Built Ford Tough World Finals in Las Vegas on Oct. 24-28. The World Finals are where the PBR World Champion will be crowned and awarded the coveted Championship Buckle and a $1 million bonus. The richest bull riding event in the world, the World Finals has a total purse of more than $2 million.