Cole Hauser to shoot new PBR brand campaign at World Finals

By Kacie Albert

Cole Hauser, the new brand ambassador and creative partner of PBR (Professional Bull Riders), will begin shooting a highlyanticipated new campaign for the red-hot sport during its biggest event – the PBR World Finals in Fort Worth, Texas.

Fans in attendance on Friday, May 12 and Saturday May 13 will witness and be a part of elements of the new brand campaign that will be seen across traditional and social media, as well as across PBR programming on CBS Television Network and CBS Sports Network.

Hauser, an accomplished veteran actor currently starring as Rip Wheeler on television’s No. 1 drama “Yellowstone,” is highly involved as co-creator of the campaign that will spread a message honoring America, those who sacrifice for our freedom, cowboys and will celebrate core values that lift up America.

Amid a cowboy renaissance driven in part by Hauser’s television show, PBR, celebrating its 30th season, heads toward World Finals during a record-breaking season highlighted by 23 event sell-outs and five CBS broadcasts drawing more than one million fans.

The Hauser-PBR partnership, unique in his meaningful cocreator role, pairs one of the world’s most popular and iconic actors with the leading Western sports organization. The jointly developed creative will promote centuries-old values associated with ranchers, farmers, and cowboys.

“For 30 years, PBR has always been unabashedly proud of America’s history and heritage, and particularly the important place in that history of cowboys and cowgirls and the values they live by, such as honesty, integrity, hard-work, commitment, and sacrifice when necessary,” said PBR CEO Sean Gleason. “The creative to be shot at Dickies Arena as the result of our unique partnership with Cole will showcase what it means to truly love America and live the cowboy way.”

In announcing his partnership with PBR Hauser said, “At its core, PBR is an inviting sport showcasing courageous cowboy athletes doing the seemingly unthinkable. But beneath the rush of an 8-second bull ride, these athletes share a simple, pure humanity and live a life centered on values that are more important today more than ever. I’m excited to work with PBR to tell stories revealing the humanity of a group of extraordinary bull-riding cowboys that pulls back the curtain in an uplifting way that celebrates family, loyalty, love, honor, determination, and friendship representing the best of Americana.”

PBR will also create programs to support a charity near and dear to Hauser, the Special Operations Warrior Foundation, an organization that ensures complete post-secondary educational support and opportunities for surviving children of fallen Special Operational Personnel and children of all Medal of Honor recipients along with providing immediate financial assistance to severely wounded, ill, and injured Special Operations Personnel.