The Professional Bull Riders Tour (PBR) presents an opportunity to study a niche sport in transition. After its days as simply a part of the rodeo, the tour has seen tremendous growth as a separate, independent activity. This paper highlights the beginnings of the PBR and its eventual development into one of the highest earning and most watched non-prime-time spectator sports. It also focuses on the development of the marketing behind the PBR and includes an analysis of sponsors and ancillary marketing activities.
Maresco Peter A. and Joshua A. Shuart. "The Professional Bull Riders Tour: Growth and Development of a Niche Sport." The Sports Journal 11.4 (2008)