1990’S

could turn their bull riding dreams into an international pastime. They pooled together to develop an organization specifically dedicated to celebrating the art and craft of bull riding, founded and established by some of the most legendary riders in the sport’s history. True to the cowboy spirit, they wanted to establish their own rules, their own way of doing things, and a better experience for all involved. And, putting their money where their mouths were, the riders each contributed $1,000 of their savings to the effort.

“We wanted to create a better product for the fans so that when they tuned in, they were seeing the best of the best every time,” Ty Murray, nine-time World Champion and cofounder who eventually served as president, once said.

They were on to something, though it took a few years before the organization could grow in a sustainable way. In 1993, the PBR put on a small series of events, with its first championship season taking place in 1994 with its Bud Light Cup Series.

Cowboy Sam Applebaum was the organization’s first CEO, but Randy Bernard took over in 1995. Bernard started his tenure with $8,000 in the bank account and $140,000 in debt, but within a year, things turned around. BRO went out of business in 1996, leaving the PBR as the winner in the rivalry and granting PBR riders more opportunities. Within a year of his takeover, Bernard assured payout for the World Finals had reached $1 million. That number increased to $1.5 million in 1999. Bernard remained CEO for 15 years, departing the organization in 2010.

During his time with the PBR, Bernard oversaw some of its most monumental changes. In 2003, the PBR started granting its World Champions a year-end $1 million bonus. That same year, the company purchased American Bucking Bull, Inc., to better document bucking bull lineages.

In 2007, Spire Capital Partners acquired the organization. This major acquisition and added financial support helped it develop from a healthy business into an international showcase of the world’s best riders.