"PBR DANGER ON THE DIRT" GOES BEHIND THE SCENES ON CBS

 

By: Denise M. Abbott December 21, 2015@ 08:00:00 AM

One-hour special airs on CBS on Dec. 27.

HIGHLIGHTS

  • “PBR Danger on the Dirt,” produced by David Neal Productions, weaves together a series of emotional storylines from the five-day championship event, where 8 seconds or less can bring triumph or disappointment. 
  • “PBR Danger on the Dirt,” airing Sunday, Dec. 27 on CBS (3 p.m. or 5 p.m. ET, depending on market location).
  • The program focuses on the stories of quintessential cowboy J.B. Mauney, who rode through pain to win his second PBR World Championship and become the sport’s first “$6 million man”; Jared Allen, owner of Airtime, a volatile bovine contending for bull of the year; Jesse Byrne, a courageous bullfighter protecting his bull-riding brother, Tanner; and Bonner Bolton, a young rider entering the spotlight for the first time at the World Finals. 

IN THIS ARTICLE

 

PUEBLO, Colo. – The PBR (Professional Bull Riders) is bringing fans behind the scenes of the 2015 PBR Built Ford Tough World Finals in Las Vegas with a special one-hour program “PBR Danger on the Dirt,” airing Sunday, Dec. 27 on CBS (3 p.m. or 5 p.m. ET, depending on market location).

Following a grueling 26-week season, the PBR World Finals are the sport’s biggest and most lucrative stage. “PBR Danger on the Dirt,” produced by David Neal Productions, weaves together a series of emotional storylines from the five-day championship event, where 8 seconds or less can bring triumph or disappointment. 

The program focuses on the stories of quintessential cowboy J.B. Mauney, who rode through pain to win his second PBR World Championship and become the sport’s first “$6 million man”; Jared Allen, owner of Airtime, a volatile bovine contending for bull of the year; Jesse Byrne, a courageous bullfighter protecting his bull-riding brother, Tanner; and Bonner Bolton, a young rider entering the spotlight for the first time at the World Finals. 

“PBR Danger on the Dirt” is an unvarnished look at some of the PBR’s most fascinating individuals as they battle through the most grueling season in PBR history,” said PBR CEO Sean Gleason. “David Neal and Cory Kelley have crafted a powerful and intimate portrait that pulls back the curtain and provides a glimpse into the psyche of the world’s best bull riding.”

“In the PBR it's routine for 150-pound human athletes to take on 1,800-pound bulls in a clash of athleticism and pure grit,” said David Neal, founder of David Neal Productions and executive producer of the Built Ford Tough Series events exclusively carried on CBS Sports and CBS Sports Network. “It's a sport that's inherently dangerous and real courage is prerequisite. Die-hard PBR fans and newcomers alike, are going to find ‘Danger on the Dirt’ fascinating.”

Select Highlights of Danger on the Dirt:

“Being tough’s always been part of bull riding. My dad always told me from the time I was little: ‘You play the game, you take the pain.’ I’ve tried to always live by that.” – J.B. Mauney, two-time PBR World Champion (2015, 2013) 

“I really see the science behind this sport – to get that ultimate bucking animal, that kick, athleticism, body type and intensity. I want elite bulls. I want to go out and dominate people.” – NFL Star Jared Allen, owner of championship bull contender Air Time and defensive end for theCarolina Panthers

“These are animals of pure aggression and pure muscle. The cowboy’s job is to stay on top. Well, most of the time.”  - PBR bull rider Shane Proctor

“The essence of what J.B. (Mauney) is, is the essence of this sport -- having guts, having toughness, wanting to slay the dragons. That attitude is imperative to this sport. You gotta be that fearless gunslinger to be a great bull rider. This isn’t a businessman’s game.” – Ty Murray, PBR co-founder and 7-time World Champion Cowboy

“It’s an explosion as the bulls come out of the chute. The dirt is flying, the crowd is cheering, the rider’s grunting. It’s a matter of keeping your focus on the entire picture, seeing if that rider is still in control,  and ultimately where he’s going to end up so you can take the bull’s attention away and have a safe outcome.” — PBR bullfighter, Jesse Byrne

© 2015 PBR Inc. All rights reserved.

"DANGER ON THE DIRT" BRINGS FANS INSIDE THE MINDS OF BULL RIDERS

By: Andrew Giangola December 21, 2015@ 10:15:00 AM

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Two-time World Champion J.B. Mauney is featured in "Danger on the Dirt." Photo by Andy Watson / BullStockMedia.com.

HIGHLIGHTS

  • “Danger on the Dirt,” produced by David Neal Productions, weaves together a series of emotional storylines from the five-day championship event, where 8 seconds or less can bring triumph or disappointment.
  • "Danger on the Dirt,” airing Sunday, Dec. 27 on CBS (3 p.m. or 5 p.m. ET, depending on market location).
  • Two-time World Champion J.B. Mauney is one of the PBR athletes featured in the one-hour documentary.

IN THIS ARTICLE

 

PUEBLO, Colo. - An extraordinary upcoming CBS special chronicling the top dramatic moments and key storylines from the 2015 PBR Built Ford Tough World Finals is a whole lot more than rides and wrecks.

“Danger on the Dirt,” airing on CBS on Dec. 27 at 3 p.m. ET or 5 p.m. ET (depending on market), brings fans into the psyche of the bull riders competing for the championship of a grueling sport.  

With PBR’s top athletes mic’d up as they hit the dirt and then discussing why they’ve chosen a punishing profession, the show is the ultimate portrait of athletic toughness. Casual fans and newcomers to PBR will gain a deeper understanding and respect for the intrepid cowboys putting everything on the line to claim the title of world’s best…and $1 million. 

“Danger on the Dirt” is raw, it’s unvarnished, it’s real and it’s not to be missed.

“I know I’m gonna get injured,” said J.B. Mauney (two-time PBR World Champion, 2013, 2015)  who is featured prominently in the documentary from David Neal Productions, which brings fans all of the televised Built Ford Tough Series events. “The chances getting hurt riding a bull are 100 percent. I’m gonna be hurting. I’m gonna be sore. That’s always been a part of bull riding and always will be a part of the sport.  You can’t whine about it.  Just pick up your chin and keep going.”  

 

Are very few of us born with a rare devil-may-care ability to cackle at our deepest fears, manhandle danger and then play through the inevitable excruciating pain?  Or is that selectively bred in certain elite warriors?  It’s a question “Danger on the Dirt” explores throughout the riveting hour.

“From the time I was little, my dad told me, ‘You play the game, you take the pain.’ I’ve always tried to live by that,” Mauney said.

While PBR’s biggest star has previously revealed glimpses of his gun-slinging persona“Danger on the Dirt” goes even deeper inside the head of a quintessential American cowboy who picks the rankest bulls, does not want your sympathy for his latest broken bone and sets sky-high personal expectations starkly contrasting a softening “everyone-gets-a-trophy” culture.

The bull riders’ awe-inspiring grit, resolve and determination in climbing on top of what PBR bull rider Shane Proctor calls “animals of pure aggression” is revealed in highlights from the PBR World Finals and BFTS events throughout the season, as well as intimate interviews also including J.W. HarrisTanner ByrneReese Cates and Bonner Bolton, who is called a “young heartthrob” and will be sure to face back-pen ribbing in Allstate Arena when the 2016 Built Ford Tough Series commences Jan. 9 in Chicago.

The extraordinary CBS special also plumbs the unique perspectives of bull fighter Jesse Byrne; Jared Allen, bull owner of the supremely talented and volatile Air Time; PBR co-founder and nine-time world champion Ty Murray; PBR’s Director of Livestock Cody Lambert; and the sport’s chief physician, Dr. Tandy Freeman.

As Air Time was vying for the 2015 World Champion Bull title in Las Vegas, Allen, a star defensive end for the Carolina Panthers, was preparing for a marquee NFL game. The big matchup was taking place in Charlotte. His mind was elsewhere– at the PBR World Finals in Vegas.

“We’re getting ready to play the Eagles on Sunday Night Football, and I have everyone in the training room of Bank of America Stadium watching Air Time!” Allen remembers.

Come Vegas, one sub-par out is often the difference between winning or losing a championship. Jared Allen’s Air Time was bested by Long John for the World Championship, but Allen’s Carolina Panthers kept winning, and at press time remain undefeated.

Of course, riders also deal with season-climaxing pressure to perform on every out.

“The ups and downs of this sport are huge,” said Tanner Byrne, a member of Jared Allen’s Pro Bull Team. “One day you can be on top and the next day you’re face down in the dirt. It’s what we do for a living and have lived our whole lives for.”

The odds don’t exactly favor a 150-pound cowboy taking on an ornery 2,000-pound bull bred to buck.  The past two seasons, Byrne has had his fleet-footed brother Jesse on the dirt keeping him from harm’s way.

“I feel like we have a team out there,” Tanner said. “When the person who’s going to protect you is your brother, it doesn’t get much better than that.”

 

Jesse Byrne and his three bull fighting teammates have the best seat in the house, though they don’t get to stay in one place when the bulls explode from the chute.

“The dirt is flying. The crowd is cheering. The rider’s grunting,” Jesse Byrne explained. “It’s a matter of keeping your focus on the entire picture, seeing if that rider is still in control,  and ultimately where he’s going to end up so you can take the bull’s attention away and have a safe outcome.”

The bull fighters’ courage, skill and effectiveness don’t go unnoticed or unappreciated.

“I’d crawl on a grizzly bear with those guys in the arena,” Reese Cates said.

Yet the bull fighters can only do so much. Bulls get the better of Neil Holmes and Robson Palermo in harrowing scenes where the pain is as real as their determination to ride again as soon as possible.

The riders’ treatment comes under the guidance of Freeman, who oversees PBR sports medicine and has the competitors’ complete trust.

“I’m kind of like a ‘small town doc,’” Freeman said. “You get to know people. You’re part of the same community.  The difficult aspect is keeping the emotional component out of things when you need to be objective.”

Adding to this full-access backstage pass, “Danger on the Dirt” also puts to bed any retirement rumors surrounding Mauney.

“The way I feel now, that’s a long ways down the road,” he said. “I’d like to win (the championship) at least two more times, preferably back to back.  If I accomplished that, I don’t even know if I’d stop.”

And once again, “Danger on the Dirt” comes back to that question.  Why?  Why would a world-class athlete riding high at the pinnacle of his sport continue to put his body at risk?

 

Mauney is elite.  He’s on another level.  There’s no settling back and kicking up one’s feet to admire those trophies.  Win big today, plan to win bigger tomorrow. Following a championship, Mauney’s personal standards merely increase. He wants a few more PBR championships, preferably back to back.

“When I retire, I want to go down as one of the best bull riders in history,” he said. 

Laws of physics and bovine behavior being what they are, the 26 body-battering weeks that go into hoisting more hardware will most certainly exact a physical toll.

But as Murray observed, tallying future aches and pains doesn’t even enter the conversation. It’s what separates bull riders from other athletes.

“Having guts and toughness, wanting to slay the dragons, that attitude is imperative to this sport,” Murray said. “You gotta be that fearless gunslinger to be a great bull rider. This isn’t a businessman’s game.” 

 

© 2015 PBR Inc. All rights reserved

SPORTS MARKETING & PR ROUNDUP

SPORTS PUBLICITY, MARKETING & BRAND BUILDING IN A NEW AGE: WITH JOE FAVORITO

ABOUT ME

Joe Favorito

Joe has over 30 years of strategic communications / marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. He is a producer of award winning and cutting edge programs designed to increase ROI and minimize cost.

No Bull; PBR Looks To Get Brand Back On Track…

DECEMBER 23, 2015 BY Joe Favorito

Not too long ago The Professional Bull Riders (PBR) was one of the “it” properties, growing and engaged, with a passionate core of fans whose devotion was NASCAR-like. Expansion was all the rage and the slope was ascending up. However in recent years the property has plateaued, and although still strong on key markets, it has lost its place among the conversation of emerging properties. All of that may be changing now with some newly infused ownership and a concentration back on the personalities as 2016 begins.

 
The first step of that re-engagement will come in the form of broadcast as the season kicks off as CBS is set to air a brutally honest one-hour documentary taking an unvarnished look at the PBR, PBR DANGER ON THE DIRT

In PBR, 150-pound cowboys try to tame 2,000-pound bulls bred to buck. The odds clearly favor the raging bulls. Over a ten-month season, the riders put themselves through enormous physical punishment. Why would a professional athlete put his body through such an ordeal? This CBS special airing on CBS Dec. 27 at 3 p.m. ET or 5 p.m. ET (depending on market) brings fans into the psyche of the bull riders competing for PBR’s championship at the 2015 World Finals in Las Vegas.

With PBR’s top athletes mic’ed up as they hit the dirt and then discussing why they ride bulls for a living, this is a stunning portrait of athletic toughness. Fans get into the heads of these intrepid cowboys putting everything on the line to claim the title of world’s best…and a million bucks at the World Finals

The PBR documentary on CBS is noteworthy for several reasons.

1. New Audience – PBR worked with CBS to choose this time in the late NFL window on week 16 to show and tell its story to an audience that will potentially be the largest of the season. “We wanted to expose new fans – the massive NFL audience – to one of the toughest sports in the world,” says Andrew Giangola, a spokesperson for WME| IMG, which acquired PBR earlier this year.

2. Digital / Social – Primary distribution for PBR Danger on the Dirt is CBS, however, this content is also created for PBR to share with its fan base via the sport’s growing social and digital channels. PBR is putting more resources and emphasis behind plussing up its Instagram, Twitter and Facebook channels, which are among the fastest growing in sports. The toughest 8 seconds in sports is tailor made for the ‘vine’ generation,

3. Story-telling emphasis – This documentary is a manifestation of the “new PBR” and the brainchild of the sport’s new CEO Sean Gleason, who is emphasizing story telling through close, intimate access and high quality production. Gleason wanted an unvarnished look at some of the PBR’s most gritty and intriguing personalities as they battled through the most grueling season in PBR history.

The documentary focuses on the stories of quintessential swaggering cowboy J.B. Mauney, who rode through pain to win his second PBR World Championship and become the sport’s first “$6 million man”; NFL star (Carolina Panthers DE) Jared Allen, owner of Airtime, a volatile bovine contending for bull of the year; Jessie Byrne, a courageous bullfighter protecting his bull-riding brother, Tanner; and Bonner Bolton, a young heartthrob entering the spotlight for the first time at the World Finals.

4. Expanded Content Plan – Danger on the Dirt is just the start of PBR under their new owners making significant investments in new content starting in 2016 via heightened story-telling on traditional networks as well as new and emerging digital platforms.

 
In many ways the PBR is tailor-made, like MMA, for a young engaged thrill-seeking audience. If the new approach can bring in more brand activation and find a wider storytelling audience through digital, and especially through mobile, then the circuit has a chance again to cut through the clutter.

 
It will be a long ride, but understanding the consumer today, and delivering content to him or her on any device, is key. It doesn’t hurt to start with the storytelling on CBS and go from there, and with two major markets, Chicago and New York, on tap to start, the game is just beginning for a 21st century property that is getting back on track.

- See more at: http://joefavorito.com/2015/12/23/no-bull-pbr-looks-to-get-brand-back-on-track/#sthash.WNNZvctT.dpuf