Randy Bernard Quotations

Ten years ago, when I'd call a potential sponsor, PBR stood for Pabst Blue Ribbon. So it's fun when you call now and those folks actually now Professional Bull Riders.

We attract everyone from 8 years old to 80 years old, with our key demographic obviously being 18- to 34-year-old men. But if you come to one of our events, it's more like a rock 'n' roll event than anything else.

We want to take bull riding into the mainstream and be recognized as one of the top sports in the world. If I'd said that five years ago, everyone would've laughed at me, but we've got a five year plan and the growth potential, and I believe we can be a major-league sport.

What we did find was that the women were more interested in the bulls. We thought tight Wranglers would be the top reason women would go, but it wasn't. It was the bulls. So we started merchandising the bulls, and our bull merchandise outsells our cowboy merchandise.