8 Seconds 2009 Round 2 by FanCorp Publishing

CONTENTS

Staff Publisher Christopher Burkhardt VP of Publications/ FanCorp Editor Susan Bedford PBR Editor in Chief Jeff Johnstone Contributor Keith Ryan Cartwright Graphics Wrangler Cedric Maniquiz Director of Operations Jeannie Kaiser Marketing Lisa Marie Swearingen 949-294-5515

“There will be a million dollars up for grabs this fall. There will also be a gold buckle. Ask any of the men in the race for first place which matters most. The buckle is priceless.” Susan Bedford writing about the PBR World Finals gold buckle in The Race To First Place Page 16

“I wasn’t able to give 100 percent. I wanted to go out on top but my body just couldn’t do it.” Adriano Moraes recapping his final ride during the PBR World Finals in the Riding Into Retirement story Page 22

“Bull riding would end pretty quickly without them.”

Darren Epstein 661-263-3200 Cindy Gotoski 714-717-1548

Wiley Petersen, describing how important bullfighters are to the safety of bull riders in DuraBullfighters Page 50

Photographers Andy Watson Matt Breneman Mark Scott Allen Glanville Jon Asp

“My job is to help these guys figure out the difference between hurting and getting hurt.”

PBR’s 8 Seconds is published by FanfCorp Western Lifestyle Publishing Costa Mesa, Calif., USA 714.434.2579 info@fancorp.net ©2009 all rights reserved. Printed by C4 Litho Not responsible for claims made by advertisers

Dr. Tandy Freeman on his own job description in Medical Team in Who’s Who Page 54 ALSO: PBR Schedule is on page 6 PBR Scene starts on page 10 Rider rankings begin on page 26 Cody’s All-Stars are on 46 PBR Sponsors are on page 58 PBR 101 is on page 60 Sponsor Bonus programs are on page 62 pbrnow.com

WELCOME

CEO RANDY BERNARD Welcome! I can’t even begin to tell you what your support has meant to the PBR so far this season. This economy is tough on everyone, and it’s been particularly tough on the sports industry. Some sports have even closed up shop. Yet incredibly, the PBR is not just surviving, but thriving. We’re up nearly 20 percent in attendance over last year. That’s unheard of. Obviously, there are a number of reasons why. Our riders get better every year. Our animal athletes continue to set new levels of achievement. Our staff and road crew have managed to make us bigger and better, even with fewer resources. Our sponsors continue to offer phenomenal support. They know that the PBR fan base is not just growing, but is composed of some of the most passionate, loyal people on earth. They know that every time you purchase a product or service from a PBR sponsor, you’re investing in the health and future of this great sport. But of course, the biggest reason we continue to set records is you. You come to our events, and watch us on television, and visit our Web site. Your passion for these great athletes continues to grow. And believe me, they know it and appreciate it more than any other athletes in any other sport. As we finish out the 2009 Built Ford Tough Series and head into the World Finals in Las Vegas, we have much to be thankful for. We have what may be the closest title race in history. We’ve been relatively free of major injuries. We have great cowboys, great bulls, and great sponsors. But most of all, we have you. Maybe sometime in the future we’ll get to the point where we have to deal with luxury boxes and stadium rights, with salary caps and free agents. If we do, great – it will be a sure sign of success. But if and when that time comes, I hope we never lose the bond the PBR has with its fans. From the beginning, sports have been of the people, by the people, and for the people. And we won’t forget that. See you in Vegas!

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CO-FOUNDER TY MURRAY Thanks for supporting the 2009 PBR's Built Ford Tough Series. 2008 was a season filled with some exciting changes that we're continuing to build on in 2009, making this season the best one ever. The PBR has always believed in rewarding greatness, and we have some programs in place to do exactly that. The PBR is structured so the athletes that have the talent, determination and drive to be the best have the opportunity to rise to the top. At the halfway mark in the season, there was no clear-cut leader in the Built Ford Tough Series. That is exactly what makes this season one of the most exciting ones that I can remember. We've got so many guys who are riding so well that the entire season matters. No one will have a lead that will be insurmountable by Las Vegas. Any of the top guys could go all the way. Between the veterans with experience and one of the strongest rookie classes I've seen, the caliber of these cowboys is just phenomenal. Kody Lostroh is a quiet kind of guy, and I think he's slipped under a lot of people's radar in past years, but his talent is loud and clear and there is no reason he can't take the gold buckle. Reigning World Champion Guilherme Marchi could be the first back-to-back champion, or reserve world champion J.B. Mauney may finally be ready to go all the way. Add talent like Wiley Petersen, Robson Palermo and Austin Meier into the mix and anything can happen. This season it is anybody's game, and I'm really proud to see how well everyone is riding. Having the draft at select events continues to make the man vs. beast matchups more interesting. It is cool to see which cowboys do their homework and learn about the bulls, as well as which cowboys take the big risks and which guys are more likely to play it safe. The PBR's main goal remains the same—to provide a platform for the best bull riders to find their way to the top, no matter where in the world they come from. We also want every event to be an affordable and exciting experience for the fans. In 2009, we've smashed attendance records at our live events from coast-to-coast. I'm so glad we are able to bring our sport to our fans—new and old—and we appreciate you being a part of the PBR.

* ! #+ $ ! .) % , 3 A N D /, $ ./ A R E R E G I S T E R E D T R A D E MA R K S Â© * A C K $ A N I E L S # O ME V I S I T U S A T WWW J A C K D A N I E L S C O M

2009 BFTS SCHEDULE WHEN

WHAT

WHERE

January 2-3 January 9-11 January 16 January 17-18 January 24-25 January 30-31 February 06 February 7-8 February 13-15 February 20-21 February 22 February 27-Mar 1 March 7-8 March 14-15 March 21-22 March 27-29

Baltimore Invitational Madison Square Garden Invitational Table Mountain Casino Invitational Sacramento Classic Dallas Invitational North Carolina Invitational Tampa Invitational Tallahassee Invitational Oklahoma City Invitational Anaheim Invitational Glendale Invitational St. Louis Invitational Kansas City Invitational Birmingham Invitational Tacoma Invitational Sandia Resort & Casino presents the Ty Murray Invitational Nampa Invitational The NILE Invitational Bass Pro Shops Shootout Worcester Classic Genuity Invitational Ford F-150 Invitational presented by Copenhagen Bull Riding U.S. Border Patrol Invitational San Antonio Invitational Jack Daniel's Invitational PBR World Cup - Barretos Copenhagen Bull Riding Invitational Springfield Invitational Dickies Invitational Portland Invitational Columbus Invitational Mohegan Sun Invitational 2009 PBR Built Ford Tough World Finals 2009 PBR Built Ford Tough World Finals

Baltimore, MD New York, NY Fresno, CA Sacramento, CA Dallas, TX Winston-Salem, NC Tampa, FL Tallahassee, FL Oklahoma City, OK Anaheim, CA Glendale, AZ St. Louis, MO Kansas City, MO Birmingham, AL Tacoma, WA

April 3-5 April 17-19 April 24-25 May 1-3 May 8-9 May 16-17 July 17-19 August 1-2 August 15-16 August 28-30 September 11-13 September 19-20 September 26-27 October 3-4 October 10-11 October 16-18 October 30-Nov 1 November 5-8

Albuquerque, NM Nampa, ID Billings, MT Omaha, NE Worcester, MA Des Moines, IA Pueblo, CO Tulsa, OK San Antonio , TX Nashville, TN Barretos, Brazil Reno, NV Springfield, MO Ontario, CA Portland, OR Columbus, OH Uncasville, CT Las Vegas, NV Las Vegas, NV

Follow the PBR on pbrnow.com for the most up-to-date schedule and events. Schedule subject to change without notice. TICKETING: pbrnow.com/ticketing 6

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andy watson

A 90-point ride rains confetti on the fans in the stands.

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PBR SCENE

CHALLENGER TOUR FINALS HEADS TO ATLANTA

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PBR is heading to the Deep South for the 2009 Copenhagen Bull Riding Challenger Tour Finals presented by Dickies. The premier event, PBR’s second biggest competition all year long, will be held at the Gwinnett Center in Atlanta, Ga., from Nov. 20-22. $500,000 will be up for grabs as the top Challenger Tour riders compete against the toughest bulls that the PBR has to offer. Past Challenger Tour winners include 2008 and 2007 Challenger Tour champion Clayton Williams (who has won over $800,000 at Challenger events) and superstar J.B. Mauney who won the championship in 2006.

2007 and 2008 Challenger Champion Clayton Williams rides Berger/Struve’s Evil Forces.

abc photo

TY SHAKES HIS GROOVE THING If you thought Ty Murray could only two-step, think again! Murray is a hit on the popular ABC show “Dancing with the Stars.” Despite a rough start, the “King of the Cowboys” was able to channel his inner “Lord of the Dance” and improved remarkably from week one to week six (when we went to press). “For me, taking part in Dancing with the Stars is about enjoying the process, having a good time and making sure you put in the work,” explained Murray, “but above all - it's about always making sure you enjoy the trip.” Murray outlasted many celebrities, including Belinda Carlisle, Holly Madison and Denise Richards. Murray's athletic ability and work ethic (and the loyal support of hundreds of thousands of fans voting) helped to keep him in the competition. Murray's wife, Jewel, was sidelined by stress fractures and could not compete on the show with her professional dance partner. However she showed her support from the sidelines each performance.

THE PBR BULL DRAFT ADDS MORE EVENTS Previously, the PBR bull drafts were only held at three-day events. Due to its popularity, In 2009 the PBR will be featuring a draft at some one and two-day events. For the added draft events, riders will only choose their bulls for the Championship Round. The bull rider who is in the lead will get to pick his bull first. Then, the remaining 14 contestants will pick their bulls, with the rider in 15th position choosing last. This selection process will happen during intermission. Bull drafts add strategy to the sport. Bull riders match up their skills with the traits of the bulls they like in order to obtain the highest score possible.

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“We have seen how popular these drafts are with our fans. It has been standing-room-only at the past several drafts, so we wanted to bring this excitement to more events across the country,” stated PBR CEO Randy Bernard. PBR Livestock Director Cody Lambert believes the draft system offers a new advantage to the fans. “It allows the fans to see the personalities of the cowboys and see which new riders want the chance to stick it on bulls like Reindeer Dippin’, and become a hero for riding him.” The 2008 BFTS season marked the first time in PBR history that a rider could choose his bull in competition.

PBR SCENE

PBR Superstar Ross Coleman knows how to throw a party—he shoots for the stars! The Fifth Annual Ross Coleman Invitational will be held on Aug. 6-8 and will once again benefit the Make-A-Wish Foundation of Oregon. Besides supporting a great charity, the bull riding will feature live music, a Metal Mulisha Motocross freestyle demonstration before the event and an auction. “The event got started because my good buddy Jack Peterkin had cancer,” explained Coleman. “We had a meeting to Ross Coleman attempts Corey & discuss how we could Horst/The Western Group's Aces help him and came up with Heart Breaker during the first round of the 2009 Fresno Built the idea to hold a PBR bull riding to benFord Tough Series event. efit him.”

Folks from Coleman’s hometown of Mollala, Ore. came out to see the PBR riders and to support Peterkin.That first event was a huge success, and the next year it was decided that the money raised would go to the Make-A-Wish Foundation, which grants the wishes of children facing terminal and chronic diseases. The Ross Coleman Invitational has raised over $400,000 during the last three years, including $127,000 for the Foundation. The Ross Coleman Invitational starts with a team of horses driven by Peterkin (whose cancer is in remission) pulling a carriage filled with the guests of honor: the kids from the Make-A-Wish Foundation. The weekend festivities will kick off with a Golf Tournament and a Kick-Off Party on August 6 with the Justin McBride Band. Eighty cowboys will ride over the two-day event. Log onto rosscoleman.com or call 503-759-BULL to buy tickets. Tickets are just $16 in advance. With big money added (and no Built Ford Tough Series that weekend), the best bull riders in the world will be headed to Mollala. “The weather in the summer in Oregon is great and there is so much to do. It will be a really fun weekend watching some of the top bull riders and the top bulls—Chad Berger will be bringing two trucks of bulls,” said Coleman. “Everyone should come out and support this good cause.”

THE PBR RING OF HONOR: MORAES, HART & MCBRIDE Each year the PBR honors a select few cowboys who have truly served as ambassadors of the sport. The PBR proudly announced the next group of men who join this elite club, the recipients of the 2009 Ring of Honor, earlier this season. Threetime PBR World Champion Adriano Moraes (1994, 2001, 2006); two-time PBR World Champion Justin McBride (2005, 2007); and PBR’s original “Iron Man” J.W.

Adriano Moraes, J.W. Hart and Justin McBride.

Hart will be honored and receive the prestigious ring. The induction ceremony will be held on Friday, May 15, 2009 at the PBR Headquarters in Pueblo, Colo. It is scheduled during the inaugural Wild, Wild West Fest which is being held in conjunction with the 2009 Ford F-150 Shootout presented by Copenhagen Bull Riding.

matt brenneman

FLINT RASMUSSEN: DOWN — BUT NOT OUT Flint Rasmussen is more than just an entertainer. Over the past decade he has become a superstar in his own right and a favorite with fans at every Built Ford Tough Series event. More importantly, Flint is a dedicated family man and a beloved member of the PBR family. It came as a shock to everyone on March 11 to learn that Flint had suffered a heart attack. Originally reported as minor, his doctor later stated that if Flint hadn't been in such good physical shape it probably would have killed him. “There is a little damage in my heart so I have to really monitor my heart rate for about the next six months,” shared Flint. “It’ll slow me down a little. I think I'll be fine.” Two stints were inserted (after he was transported by emergency helicopter to a hospital) and Flint started rehab immediately. Scheduled

to return to the arena at the Billings, Mont. event on April 17, Flint is anxious to get back to work and excited that he'll be able to perform at his home state event. “I feel like I could take off and run 3 miles. But the hard part is that is just not the reality,” said Flint. “I'm planning on finishing out the spring events and then during our time off I'll continue to recuperate and evaluate how I feel.” During his time off, he'll get to spend more time with the people that really matter—his wife Katie and two young daughters, Shelby Rae and Paige. “Every day is a gift,” affirmed Flint. Flint wanted to assure his fans that he'll still be able to dance, although other aspects of his routine will need to change. “I won't be running to the top of a stadium this spring but I'm not ruling it out for the rest of my career!”

PBR.TV: ALL THE VIDEO THAT’S FIT TO WATCH You won’t have to wait for the weekend to watch the Toughest Sport on Dirt anymore. PBR.TV, a new broadband network, will allow fans to watch hours of high-quality footage online. Tune in for highlight action from previous events. Watch behind-the scenes inter12

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views with your favorite riders. Listen in to podcasts from Ty Murray and Cody Lambert. Watch Flint Rasmussen’s “Outside the Barrel” show. It’s all there, it’s all new, and it’s all free. Visit PBR.TV today.

andy watson

ROSS COLEMAN MAKES-A-WISH

Travis Briscoe rides D&H/Junk Bull Co.'s Grey Dog for 89 points during the first round of the 2008 PBR World Finals.

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andy watson

Reese Cates celebrates a successful ride in the 2008 PBR World Finals.

Riding into Retirement ADRIANO MORAES & JUSTIN MCBRIDE by Susan Bedford

Moraes and McBride have their names in the PBR record book more than any other cowboys.

The PBR and the sport of bull riding were forever changed on November 9 when two of the living legends of the sport retired. Threetime PBR World Champion Adriano Moraes and two-time PBR World Champion Justin McBride both called it quits at the conclusion of the 2008 PBR World Finals. At 38 years of age, Moraes was the oldest man competing on the elite Built Ford Tough Series. It was no surprise that someone his age would be ready to retire from the sport, but for fans and his fellow riders, his retirement still seems somewhat surreal. For most of his career Moraes has seemed larger than life, brazen and able to do the seemingly impossible time and time again. “He’s won about everything you can win as far as a bull rider goes,” observed Cody Lambert, PBR Livestock Director and co-founder of the PBR. “When we had the first PBR Finals he was there and he was our first PBR World Champion. In the couple of years that he competed in rodeos professionally, he went to the National Finals (Rodeo) twice and rode 19 out of 20 bulls; he was the National Finals Champion both times. When they talk about the all-time greats, he’s right up there at the top of the list.” Moraes has also won the Challenger Tour Champion title twice and is the second-highest money earner in PBR history with close to $3.5 million won. McBride’s retirement, on the other hand, was rather sudden and unexpected. At 29 years of age and at the top of his game, most fans assumed he was nowhere near ready to hang up his chaps. One of the most decorated bull riders in PBR history, McBride crossed the $5 million mark in career earnings in September, making him the richest cowboy in history. “Justin is someone who stood out as a rookie because he had a ton of talent, and he had a lot of heart too,” nine-time World Champion Ty Murray said. “He’s the kind of guy I wanted to put my gear bag next to in the locker room because he didn’t whine or make excuses. He did things the cowboy way—being tough and laying it on the line each time. You hate to see those guys leave the sport. Now he’s going out when he’s still at his best. It’s the perfect cap to a great career.” “I think I’ve known I wanted to retire since last year after I rode Camo at the PBR World Finals, but I also knew I would have to sit out for seven months with my shoulder surgery,” confided McBride in Las Vegas. “I decided to wait to see if I had the urge to come back and keep riding. Now that I have ridden again this season, I can say it’s time. I don’t want to keep riding anymore.” Moraes, on the other hand would have liked to continue to ride, but his body wouldn’t cooperate with his heart. “I cannot focus. I cannot concentrate. My reflexes are slow. I am working on it, but it is not coming back,” stated Moraes half-way through the 2008 season. “Knowing you can’t do it anymore, due to circumstances, is heartbreaking and frustrating. Totally frustrating. This year has been terrible so far.” The year did improve, with Moraes winning a Built Ford Tough Series event and easily qualifying for the World Finals in 20th place. But a back injury limited his ability to exercise earlier in the season and 22

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then a broken finger on his riding hand made the last events of the season, and the PBR World Finals, difficult. “I wasn’t able to give 100%. I wanted to go out on top but my body just couldn’t do it,” he related. Moraes was bucked off Grey Dog in Round Seven and didn’t have a high enough score to make it back to the Championship Round. 1997 PBR World Champion Michael Gaffney reflected on Moraes. “He was a major player in building the PBR up to where it is today. His talent and charisma attracted so many fans to the sport. From the start he has been approachable and positive. He has such a strength of character and strong moral conviction that people really look up to him. His ability and attitude really fuels others as well.” “Adriano is a true legend,” added PBR CEO Randy Bernard, “and has rewritten the history books on professional bull riding. He took a chance and flew over here from Brazil in the late 80s not speaking any English, very poor, but with a passion for riding bulls. His ability along with his passion helped him become one of the greatest, if not the greatest, bull riders of all time.” McBride sat out the first seven months of the 2008 Built Ford Tough Series. Competing in just seven regular-season events, the Oklahoma cowboy won two event titles—Tulsa and Nashville— and qualified for the PBR World Finals in 35th place. McBride made it back to the Championship Round of the World Finals where he took his final ride on Voodoo Child, who bucked him off before the whistle. McBride had ridden Voodoo Child successfully in Tulsa to win the event. He is the only man to have ever successfully ridden the great bull. Throughout his 10-year career, McBride set an extensive list of records, including 32 career event wins; the most money earned in a single season ($1,835,321); and eight single season event wins (in 2007). “He’s going out when he can still ride the rankest bulls in the world,” said longtime friend and fellow competitor Brendon Clark of McBride. “ He wants to quit while he’s still the best, and that’s the big thing, I think. It’s the same reason Ty Murray retired.” Regardless of how many superstars there are in the PBR, Moraes and McBride will undoubtedly be missed. But both men plan on staying close to their extended PBR family. McBride is looking forward to more time at home with his wife Jill and their daughter. He will continue to pursue his country music and television broadcast careers. Moraes and his wife Flavia are planning on keeping their family in the U.S. and Moraes hopes to become even more involved with the sport and organization he loves. “We’ll stay here. The boys are all in school and they are really more American than Brazilian now,” Moraes revealed. “I have my ranches, my cows and my breeding program started. And I hope I can find a role to stay involved in the PBR here. Next year I will be going to Brazil more to help with PBR Brazil. They are growing really fast.” Moraes and McBride have their names in the PBR record book more than any other men. They are part of the PBR’s celebrated history and part of its future as well— just not atop a bucking bull.

andy watson

pbrnow.com

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matt breneman

Alternate bullfighter Jesse Byrne tries to avoid a shot in the shorts as Frank Newsom prepares to assist during the 2008 PBR World Finals.

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AMERICANBUCKINGBULL.COM

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PBR SPONSORS

Your friends at Jack Danielâ&#x20AC;&#x2122;s remind you to please drink responsibly.

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SPONSOR BONUS PROGRAMS

2009 Ford F-150 Challenge Ford is proud to sponsor the 2009 Ford F-150 Challenge, which gives the winners of the 33 Built Ford Tough Series regular season events a chance to compete at the World Finals for a 2009 Ford F-150 Truck. The rider with the highest average during World Finals wins the new truck. Robson Palermo (Rio Branco, Acre, Brazil) earned $50,000 toward the purchase of a new 2009 Ford Super Duty last year by collecting a total of 625.25 points and winning the average at the 2008 Built Ford Tough World Finals.

Ford Trucks Moment of Truth Every PBR event is composed of at least one long round, where all 40 riders take a spin, and the Built Ford Tough Championship Round, in which only the top 15 may ride. The rider who emerges from the long round(s) in first place has a shot at $5,000 — if he goes on to win the event. If he doesn’t, the 5 Grand goes back into the pot. In 2007, Kasey Hayes got his Moment of Truth in Atlanta, walking away with a hefty $50,000.

Enterprise Ride with the Best Going into the short-go on top is an enviable thing. This year, Enterprise Rent-A-Car will award $5,000 to the cowboy who won the previous event’s long rounds…IF he covers his bulls. Every time he covers in the long round, he’ll net 5 Large. If he doesn’t, his four-legged opponent claims the check for his owner. During the PBR World Finals round seven, Justin McBride, the winner of round six of the event, rode the bull Pearl Snap of Boyd-Floyd Bull Company; the $5,000 bonus was awarded to McBride. This was the last qualified ride for Justin McBride's lucrative career.

Copenhagen Bull Riding 90-Point Club Any score over 90 points is a home run in bull riding. Copenhagen celebrates these stellar achievements by letting every rider with a 90-point score share in a $90,000 bonus pool at the end of the year. The man with the most scores of 90 points and above earns a hefty $10,000 on top of that. Guilherme Marchi had a high of 13 90-point rides in the 2008 season to earn the $10,000 bonus.

Salem NationaLease Bull of the Event The stock contractor who owns or controls the bull that receives the highest average score at each Built Ford Tough Series regular-season event earns $1,250 from Salem Nationalease.

Daisy Rookies of the Year That’s right—rookies. Plural. Daisy is proud to honor both the man and beast who top all other freshmen each season. The first-year rider who wins the most money through the regular season and the World Finals pockets a tidy $10,000, while the rookie bull with the highest average score at the Finals earns $5,000 for his owners. Reese Cates (Carthage, Texas) finally got to cash his check for $10,000 for being the PBR's 2008 Daisy Rookie of the Year, after a close race all year with three other rookies. Cates captured the title at the 2008 World Finals. In 2008, Reese Cates earned $169,924.

2008 Daisy Rookie Bull of the Year: Unabomber of Eno/Kubinchak Bucking Bulls took home top honors in the 2008 Daisy Rookie Bull of the Year Award and put another $5,000 in the bank as the first-year bull that had the highest average bull score at the 2008 Built Ford Tough World Finals (based on a minimum of two scores).

The Authority on Breeding, Buying and Bucking Bulls.

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