PBR enters marketing deal with ‘Yellowstone’ actor Cole Hauser

Debuting May 12 to 21 during the PBR World Finals in Fort Worth, Texas, one of TV’s top Western stars will be telling stories of bull riders to celebrate multi-generational values associated with ranchers, farmers, and cowboys. 

Professional Bull Riders announced the partnership with Cole Hauser as the face of a new branding campaign. The 47-year-old actor, and Yellowstone star will collaborate with PBR’s executives to create new advertisements across traditional and social media and for PBR programming on CBS Sports, the CBS Sports Network, and Pluto TV.

“There’s no one better suited to shine a light on our cowboy values than one of the toughest and most iconic cowboy characters since John Wayne. From the get-go, Cole has been all-in on joining our PBR family, sharing his vision for a sport he has grown to love, and inviting everyone into our world,” said Sean Gleason, PBR’s CEO and commissioner. 

»Related: ‘Yellowstone’: Ranch to plate, after it was cool

Fan’s sentiments toward the announcement, however, were mixed — much like agriculture’s feelings towards the hit show Yellowstone itself. Gleason responded to some of the comments on social media. 

“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 than ever,” Hauser said.

The partnership marks a first for the PBR, who will be using an outside storyteller for the first time to “turn up the volume” on promoting Western values. According to the PBR, Hauser was born on a ranch and isn’t a stranger to bull riding — he’s one of the few actors in Hollywood to have ridden a bucking bull. During the filming of the 1998 western The Hi-Lo Country, nine-time World Champion and PBR co-founder Ty Murray taught Hauser to ride. 

“What makes this partnership exciting to me is the opportunity 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,” Houser told PBR. 

The sentiments are mutual and will extend past just branding and marketing to supporting military men and women.

“PBR could not be more excited to form this first-of-a-kind partnership with Cole Hauser. We are going to collaborate not only on numerous branding and marketing initiatives to celebrate core Western values, but across all of our lines of business, including giving back to the men and women who have served our country in the military,” said Gleason.

PBR will be creating programs to support 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. The program also provides immediate financial assistance to severely wounded, ill, and injured Special Operations Personnel.  

“Special Operations Warrior Foundation aligns perfectly with cowboy values: honoring those who sacrificed by providing an opportunity to get an education or support that will provide a foundation and path through life,” Gleason said.