Retail Merchandiser - March/April 2017 - 39

bursts of mayhem. It's a sport based on
old-time traditions that's at the same
time seemingly tailor-made for today.."
And it isn't just in western or rural areas. PBR drew more than 30,000 fans
to Madison Square Garden in New
York in January.
PBR's steady rise in popularity also
stems from a fan base that isn't limited
to the United States. PBR has bull
riders from Canada, Mexico, Australia
and Brazil on its circuit. In particular, bull riding in Brazil has reached
impressive heights. More people in
Brazil attend bull-riding events than
even soccer, according to Giangola.
And Brazilian riders continue to gain
in popularity, as currently 11 of the top
30 ranked riders are Brazilian.

WME-IMG Influence
As the sport continued to grow in
popularity with a more mainstream
audience, talent agency WME-IMG
took notice. It purchased PBR in 2015,
and neither organization has looked
back since.
"For PBR, the WME-IMG acquisition opened up a world of resources we
didn't have before being acquired," Sohigian says. "It has made all the difference
as we continue to build the brand."
First and foremost among those
resources was research data. WMEIMG immediately delved into the
profiles of 30,000 typical PBR fans,

sending out questionnaires and finding
out key traits such as where they shop
and what they like to do. "That really
helped us in determining the types of
licensing partners we wanted to go after, and it gave us the ammunition we
needed to land them," Sohigian notes.
This type of information has proven
to be a huge resource to Sohigian, who
is on an executive team tasked with
pushing bull riding from what many
consider to be a niche sport into the
mainstream. Since the WME-IMG
purchase, the results have been spectacular. In fourth-quarter 2016 alone,
PBR signed seven new licensees.
Significantly, the newer licensees
offer much broader distribution for
PBR, whereas before the only licensees
PBR could get were mostly limited
to the western market or agricultural
regions. As a result, PBR is starting to
see companies such as clothing designer Affliction, with products available
at Macy's, sign licensing agreements.
Additionally, PBR also renewed its
agreement with Two Horns Wine,
"The Official Wine of the PBR,"
which is distributed through retailers
such as HyVee, Giant Eagle, Harris
Teeter and Jumbo Jim's in Cincinnati.
Those licensee agreements join some
strong existing relationships, including PBR's two biggest sponsors, Ford
Motor Company, which sponsors the
league's premier "Built Ford Tough
Series" to showcase its F-Series trucks.
Monster

March/April 2017

RETAIL-MERCHANDISER.COM

39


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2017

Contents
Retail Merchandiser - March/April 2017 - Cover1
Retail Merchandiser - March/April 2017 - Cover2
Retail Merchandiser - March/April 2017 - 1
Retail Merchandiser - March/April 2017 - Contents
Retail Merchandiser - March/April 2017 - 3
Retail Merchandiser - March/April 2017 - 4
Retail Merchandiser - March/April 2017 - 5
Retail Merchandiser - March/April 2017 - 6
Retail Merchandiser - March/April 2017 - 7
Retail Merchandiser - March/April 2017 - 8
Retail Merchandiser - March/April 2017 - 9
Retail Merchandiser - March/April 2017 - 10
Retail Merchandiser - March/April 2017 - 11
Retail Merchandiser - March/April 2017 - 12
Retail Merchandiser - March/April 2017 - 13
Retail Merchandiser - March/April 2017 - 14
Retail Merchandiser - March/April 2017 - 15
Retail Merchandiser - March/April 2017 - 16
Retail Merchandiser - March/April 2017 - 17
Retail Merchandiser - March/April 2017 - 18
Retail Merchandiser - March/April 2017 - 19
Retail Merchandiser - March/April 2017 - 20
Retail Merchandiser - March/April 2017 - 21
Retail Merchandiser - March/April 2017 - 22
Retail Merchandiser - March/April 2017 - 23
Retail Merchandiser - March/April 2017 - 24
Retail Merchandiser - March/April 2017 - 25
Retail Merchandiser - March/April 2017 - 26
Retail Merchandiser - March/April 2017 - 27
Retail Merchandiser - March/April 2017 - 28
Retail Merchandiser - March/April 2017 - 29
Retail Merchandiser - March/April 2017 - 30
Retail Merchandiser - March/April 2017 - 31
Retail Merchandiser - March/April 2017 - 32
Retail Merchandiser - March/April 2017 - 33
Retail Merchandiser - March/April 2017 - 34
Retail Merchandiser - March/April 2017 - 35
Retail Merchandiser - March/April 2017 - 36
Retail Merchandiser - March/April 2017 - 37
Retail Merchandiser - March/April 2017 - 38
Retail Merchandiser - March/April 2017 - 39
Retail Merchandiser - March/April 2017 - 40
Retail Merchandiser - March/April 2017 - 41
Retail Merchandiser - March/April 2017 - 42
Retail Merchandiser - March/April 2017 - 43
Retail Merchandiser - March/April 2017 - 44
Retail Merchandiser - March/April 2017 - 45
Retail Merchandiser - March/April 2017 - 46
Retail Merchandiser - March/April 2017 - 47
Retail Merchandiser - March/April 2017 - 48
Retail Merchandiser - March/April 2017 - 49
Retail Merchandiser - March/April 2017 - 50
Retail Merchandiser - March/April 2017 - 51
Retail Merchandiser - March/April 2017 - 52
Retail Merchandiser - March/April 2017 - 53
Retail Merchandiser - March/April 2017 - 54
Retail Merchandiser - March/April 2017 - 55
Retail Merchandiser - March/April 2017 - 56
Retail Merchandiser - March/April 2017 - 57
Retail Merchandiser - March/April 2017 - 58
Retail Merchandiser - March/April 2017 - 59
Retail Merchandiser - March/April 2017 - 60
Retail Merchandiser - March/April 2017 - 61
Retail Merchandiser - March/April 2017 - 62
Retail Merchandiser - March/April 2017 - 63
Retail Merchandiser - March/April 2017 - 64
Retail Merchandiser - March/April 2017 - 65
Retail Merchandiser - March/April 2017 - 66
Retail Merchandiser - March/April 2017 - 67
Retail Merchandiser - March/April 2017 - 68
Retail Merchandiser - March/April 2017 - 69
Retail Merchandiser - March/April 2017 - 70
Retail Merchandiser - March/April 2017 - 71
Retail Merchandiser - March/April 2017 - 72
Retail Merchandiser - March/April 2017 - 73
Retail Merchandiser - March/April 2017 - 74
Retail Merchandiser - March/April 2017 - 75
Retail Merchandiser - March/April 2017 - 76
Retail Merchandiser - March/April 2017 - 77
Retail Merchandiser - March/April 2017 - 78
Retail Merchandiser - March/April 2017 - 79
Retail Merchandiser - March/April 2017 - 80
Retail Merchandiser - March/April 2017 - 81
Retail Merchandiser - March/April 2017 - 82
Retail Merchandiser - March/April 2017 - 83
Retail Merchandiser - March/April 2017 - 84
Retail Merchandiser - March/April 2017 - 85
Retail Merchandiser - March/April 2017 - 86
Retail Merchandiser - March/April 2017 - 87
Retail Merchandiser - March/April 2017 - 88
Retail Merchandiser - March/April 2017 - 89
Retail Merchandiser - March/April 2017 - 90
Retail Merchandiser - March/April 2017 - 91
Retail Merchandiser - March/April 2017 - 92
Retail Merchandiser - March/April 2017 - 93
Retail Merchandiser - March/April 2017 - 94
Retail Merchandiser - March/April 2017 - 95
Retail Merchandiser - March/April 2017 - 96
Retail Merchandiser - March/April 2017 - 97
Retail Merchandiser - March/April 2017 - 98
Retail Merchandiser - March/April 2017 - 99
Retail Merchandiser - March/April 2017 - 100
Retail Merchandiser - March/April 2017 - 101
Retail Merchandiser - March/April 2017 - 102
Retail Merchandiser - March/April 2017 - 103
Retail Merchandiser - March/April 2017 - 104
Retail Merchandiser - March/April 2017 - 105
Retail Merchandiser - March/April 2017 - 106
Retail Merchandiser - March/April 2017 - 107
Retail Merchandiser - March/April 2017 - 108
Retail Merchandiser - March/April 2017 - 109
Retail Merchandiser - March/April 2017 - 110
Retail Merchandiser - March/April 2017 - 111
Retail Merchandiser - March/April 2017 - 112
Retail Merchandiser - March/April 2017 - Cover3
Retail Merchandiser - March/April 2017 - Cover4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_julyaugust2019_issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue4a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://www.nxtbookMEDIA.com