Where we're going, where we've been

You, the fan, made astute comments on last week's blog about how the PBR recognized that bull riding should be a stand alone sport and established what has become the world's premier circuit for the dangerous event.

The blog noted that the Professional Bull Riders reaches people with no western background and converts them into fans of western riding sports. Longtime PBR Livestock Director Cody Lambert said: "In the beginning, we were perceived as being anti-rodeo, but that was never the case. The idea was that we were going to expose our event as a stand-alone sport and get as many people as possible. And if they enjoyed bull riding, maybe they would become rodeo fans as well."

With that in mind, a fan named Linda said: "The PBR introduced my husband and I to all things rodeo. If it weren't for the PBR, we wouldn't ever have even known about or been exposed to other rodeo events. PBR bull riding is absolutely our favorite, but we certainly appreciate saddle bronc and bareback riding as well as roping, barrel racing, etc. Thank you PBR for all you are and do!"

This happens over and over. The PBR is an outstanding ambassador for western riding events and the western lifestyle. Pro bull riding has the potential to rope in fans because it's an extreme sport that catches the attention of many people who are far removed from an agrarian lifestyle and upbringing. These people are not initially interested in attending a rodeo or horse show event because they haven't developed an appreciation for the handling of horses and cattle. But the PBR presents bull riding and western life in such a creative way that it bridges the gap.

The PBR also is a great ambassador because it has created an exhilarating western riding sport that can be easily followed on television. Today, no rodeo association is presenting its world title races throughout the entire season on national TV as they unfold week by week. The only time that pro rodeo is easily followed by television is for 10 consecutive days in December when the Wrangler National Finals Rodeo is broadcast from Las Vegas.

By comparison, the PBR's Built Ford Tough Series world title race can be followed throughout the entire year on TV. Most of the time, the concluding performances of each tour stop are broadcast on the same day and results and world standings are immediately posted. Then, the commentators talk about how competitors made big moves or fell back in the world title races. Fans are accustomed to seeing instant results and commentary when they watch mainstream sports and the PBR tremendously helps both itself and all western riding sports by functioning in the same manner.

Another fan named Sara wrote in and said: "I strongly believe the PBR has opened awareness to rodeo activities. Had it not been for the PBR, I would not have searched for a rodeo event in my area. I now frequent Cowtown Rodeo in New Jersey, where I am able to watch calf roping, etc. I wonder in amazement at the horse barrel racing, of the strength and the beauty in each horse. As I watch the PBR, I am totally amazed on the strength, the agility and the power in each bull. I often comment on how built the bulls are, with their muscles. Each bull has an attitude, and I love it. Some will take a victory lap when they have successfully bucked off a rider, and some will just stand there for a couple of seconds looking proud of themselves. I am also amazed at how some of the riders are still down to earth, not allowing their stardom to override their friendliness to the crowds."

By frequently broadcasting the PBR tour stops, the fans gain an appreciation of the bulls because, as characters, they are so compelling. The PBR's longtime Chief Executive Officer Randy Bernard continually points out that every eight second ride is comprised of two great athletes, the cowboys and the bulls. With that in mind, PBR constantly profiles bulls and showcases their lives up close like never before.

The PBR's first World Champion Bull, Bodacious, may be the most famous bucking bull of all time because he was both dangerous and only a handful of pro cowboys stayed on him for the required eight seconds throughout his career. Throughout the years, the sport has thrived on the feats of other compelling bulls with names such as Red Wolf, Dillinger, Little Yellow Jacket and Bones.

One reason these bulls became prominent was because the PBR featured them on national TV. They also sometimes were featured in promotional match rides that wowed people with no western background.

The matches earlier this year between the defending PBR World Champion Bull Bones and 2008 World Champion Guilherme Marchi and J.B. Mauney, who was leading the 2009 BFTS world title race at the time, generated a tremendous amount of hits on www.pbrnow.com. The PBR's decision to feature the showdowns on its NBC broadcasts was the best means of making use of its time on major network TV.

A fan named Fred Arnold of Los Angeles responded by pointing out that the PBR caught his attention because bull riding athletes compete despite their pains. "I think that bull riders are the only true athletes," Fred wrote. "When they break something they cowboy up and ride, when a ball player sprains his little pinky he takes half the season off with pay to recover from his injury. The PBR is the only sports program I watch, I am at the PBR World Finals every year and am a proud member of Team PBR."

What separates bull riders from many other pro athletes they really don't get paid to play. They are paid a substantial amount of money only when they step up and finish in the money.

That's refreshing in a day when the stars of mainstream sports are paid astronomical salaries. Even when they're on the sidelines with an injury, whether it's large or small, they still draw a huge check. Most of them earn an annual salary that would set a person up for life.

While PBR athletes are getting paid better that ever (the World Champion has received a $1 million bonus since 2003), they still aggressively compete in about 30 regular season shows and the Las Vegas World Finals before they can claim the big money. In other words, they are not receiving $1 million because the scouts spotted and signed them.

And because bull riding has become a very visible on national TV and athletes are earning greater money, I'm hoping former World All-Around Champion Ty Murray will receive a warm reception in Pittsburgh on June 27 when he appeals to a gathering of sports editors employed by the Associated Press to take bull riding coverage more seriously.

That's another column, and I have a strong opinion about that after selling western riding stories to newspaper sports editors for the past 25 years. For now, I'll say: The PBR has raised the profile of bull riding to the level that the national sports media should make a place for it, knowing that a substantial number of fans are carefully following the Ford Series and its colorful cast of all-star bulls and riders.