By: Andrew Giangola February 08, 2017@ 10:00:00 AM



  • The PBR will bring the Canadian leg of the PBR Global Cup to Edmonton's Roger's Place Nov. 9-11.
  • The three-day competition will pit Canada's best bull riders against the elite from the United States, Brazil, Australia and Mexico in the inaugural competition. 
  • Edmonton will join the list of other iconic locations set to host the U.S., Brazilian, Australian and Mexican legs of the Global Cup.


With the inaugural Professional Bull Riders (PBR) Global Cup just nine months away, Jessica Kent caught up with Canadian National Champion Zane Lambert about the toughest sport on dirt and what it takes to be a professional bull rider. Ticket packages for the event at Rogers Place go on sale Tuesday, February 28, 2017 at 10 AM.

    PUEBLO, Colo. – Professional Bull Riders (PBR) and Oilers Entertainment Group (OEG) today announced Rogers Place in Edmonton, Alberta, will be the first-ever Canadian host of the PBR Global Cup on November 9-11, 2017. The three-day event will feature the world’s best bull riders from Canada, the United States, Mexico, Brazil and Australia, all competing for their country and a Canadian-record purse of $1,000,000.

    3-Day ticket packages for this highly-anticipated event begin at $190 and go on sale to the public at 10:00 AM on Tuesday, February 28 at RogersPlace.com. 

    The Edmonton event will award the largest purse for bull riding in Canada and the second-largest payout in North America, next to the PBR Built Ford Tough World Finals in Las Vegas.  A first-of-its-kind event for Rogers Place, Edmonton will welcome the best bull rider and best bulls from around the world as PBR headlines a celebration of western lifestyle with other community events and festivities planned across the city.

    The bull riding event, which will be broadcast domestically on TSN and RDS, is an important pillar to the new PBR Global Cup, a five-country, international competition that will crown the world’s best bull riding nation.

    On Thursday, Nov. 9, Rogers Place will be the scene for the Canadian National Team Qualifier event, following the multi-city PBR Monster Energy Canada Tour. On Nov. 10 and 11, 40 of the world’s top cowboys, including 12 from Canada, will then compete in the PBR Global Cup – a year-long tournament that will visit five countries to decide which nation can claim to be the world’s best bull riding nation.  Each participating country – the U.S., Australia, Brazil, Canada and Mexico – will host a three-day PBR Global Cup event. Similar to the format in Edmonton, the first day will feature a National Team qualifier with the Global Cup competition held the remaining two days.

    The full Global Cup schedule at iconic settings around the world will be announced at a later date.

    “Each year, the PBR crowns a world champion, which is an extraordinary individual honor. But sports is also a team endeavor, and the PBR Global Cup adds a new team element to our sport, allowing a band of bull-riding brothers to battle on their native soil in a quest to call themselves the best in the world,” said Sean Gleason, CEO, PBR. “When the world’s best come to Rogers Place as fellow countrymen and teammates competing for national pride, the excitement and drama is sure to kick up. We are thrilled to partner with OEG on this competitive enhancement to the PBR, which will headline an important western lifestyle festival.”

    “There is no better venue for PBR than Rogers Place, one of North America’s premier and most technologically advanced sports and entertainment venues. We will give fans of the sports and people looking for an amazing time an experience like nothing else, with the best bull riders and best bulls competing for the PBR Global Cup,” said Bob Nicholson, OEG Vice Chair & CEO. “Edmonton’s future is bright as we see ICE District changing the face of sports and entertainment in our city, but our roots are firmly planted in western lifestyle and community, which is right at the heart of the PBR experience.”

    With each country hosting a battle on their native soil to establish a new world order in fan and rider bragging rights for the title of Toughest Nation on Dirt, the Global Cup Trophy will be made of five vessels representing each participating country.  The winning country at each event will get to take the host nation’s dirt in their piece of the Trophy, which is now being designed by Montana Silversmiths.

    © 2017 PBR Inc. All rights reserved.


    Bull riding and rodeo likely going head-to-head on November dates in Edmonton

    More from Dan Barnes, Edmonton Journal

    Published on: February 8, 2017 | Last Updated: February 8, 2017 5:35 PM MST

    Dinner TV's Courtney Theriault rides during a media bull ride for charity at the Professional Bull Riders Global Cup announcement held at Rogers Place in Edmonton on Wednesday, February 8, 2017. IAN KUCERAK / POSTMEDIA


    Edmonton was a rodeo town without one when the Oilers Entertainment Group and Professional Bull Riders consummated their relationship.

    Less than a year later, the City of Champions is overrun with western lifestyle sports. Edmonton will play host to PBR’s brand spanking new Global Cup at Rogers Place from Nov. 9-11 and the Canadian Finals Rodeo will be held, as usual, at Northlands Coliseum, likely at about the same time, though dates have not been announced. There’s also the debut of the $400,000 K-Days Summer Rodeo at the Coliseum from July 21 to 23.

    The three-day Global Cup is a team event pitting the best bull riders from Canada, the U.S., Brazil, Australia and Mexico against one another for the right to claim $1 million in prize money and hoist a silver trophy. The six-show CFR offers $1.5 million and the prestige of a Canadian championship.

    “Honestly, going head-to-head doesn’t scare me one bit because PBR isn’t really a competitor to rodeo,” Sean Gleason, PBR’s CEO, said Wednesday morning. “Edmonton is certainly a rodeo town. I’d prefer we don’t go head to head. I’d prefer we find a way to work with those guys.”

    The OEG/PBR relationship blossomed when the Canadian Professional Rodeo Association chose not to work with OEG on an event at Rogers Place. Instead, they were taking their crown jewel to Saskatoon. PBR leadership spotted an opportunity and came calling. Theirs was an alluring property, owned by International Management Group, precisely the kind of world-class outfit with which OEG constantly strives to align itself. That there was also a new and massive void in Edmonton’s so-called western lifestyle itinerary for the first time in four decades was seen as a bonus.

    Though OEG’s first priority is to nurture its new relationship with PBR and put on a trademark glitzy production, it has also agreed to a city request to support Farmfair International, the wildly popular agriculture and livestock show that has paired with CFR for decades.

    “The city wanted us to (hold the PBR event) during Farmfair so really, this is the weekend to do it,” said Bob Nicholson, OEG’s CEO. “We continue to have discussion with the (CPRA). It’s been awhile and we’ll see where all that ends up. But we’ve got to focus on doing this right. This isn’t rodeo. It will be an entirely different production inside the arena.”

    OEG is building a 10-day western lifestyle festival of food and music — and at least one Oiler game — around the Global Cup. If that idea catches fire, both PBR and CFR could profit from all those cowboy boots on the ground in Edmonton in November.

    “I think it’s awesome that there’s another western event in the city,” said CPRA executive Jeff Robson. “I don’t know that there is a ton of crossover in terms of clientele. The ultimate hope would be that we could do all these things together.”

    Indeed, the CFR cannot be seen as a long-term fixture for Northlands, which has proposed turning the Coliseum into a six-ice-sheet tournament venue. Robson has already held one discussion with Nicholson about finding a new home for the CFR at Rogers Place.

    “I’ve had one good discussion with him. That door is still open,” said Nicholson. “We’ll look at that when the time is right, but we’re really focusing on (the Global Cup) and some other entertainment.”