pbr4MATADOR® Jerky is charging forward this year with America’s Fast-Growing Sport 

Pueblo, Colo. (January 11, 2016) –  The most visible athletes in PBR (Professional Bull Riders) will have a brand new look for the 2017 season as the men protecting the riders become the MATADOR® Jerky Bull Fighters.


MATADOR®, a Jack Link’s brand sold and distributed by Frito-Lay, a division of PepsiCo, has signed an agreement with PBR to sponsor the bull fighters at the PBR’s top two tours: the Built Ford Tough Series (BFTS) and the Real Time Pain Relief Velocity Tour (RVT).  The partnership will provide the brand strong on-the-dirt visibility at PBR elite series events, retail marketing programs, and branded content integration on PBR’s CBS and CBS Sports Network telecasts.

The branded content vignettes, “Bullfighting 101,” will bring fans up close and personal with MATADOR® Jerky Bull Fighters including Jesse Byrne, Shorty Gorham, Frank Newsom and Cody Webster and will air on CBS telecasts during the second half of the 2017 PBR season.


The partnership also includes a strong retail component with MATADOR® Jerky Bullfighters making appearances at retail accounts.  Additionally, PBR and MATADOR® will work together on flyaway promotions to the Built Ford Tough World Finals and other PBR Majors which will be featured at MATADOR® retail partners across the country.

Sampling is another key component of the partnership, tapping into the passion and loyalty of PBR fans. MATADOR® and the PBR will get product in the hands of fans at Built Ford Tough Series and Velocity Tour events; retail events featuring MATADOR® Jerky Bullfighters and other PBR programming; PBR Fan Zones; and anywhere else the PBR touches fans on a one to one basis.

The MATADOR® Jerky Bull Fighters will sport a new look based on their new sponsor’s brand colors, including a special patriotic themed jersey for the PBR Celebrate America Tour.  The PBR’s elite Built Ford Tough Series opens its 2017 season at Madison Square Garden in New York January 6-8.

“Matador is charging forward in 2017!   We wanted to make a bold move this year that would showcase the benefits of our great-tasting, easy-eatin’ Jerky, and we believe partnering with the PBR bull fighters is a perfect fit,” said Nicole Weber, Marketing Director of Matador Jerky.


“We’re very excited to bring the amazing MATADOR® Jerky Bull Fighters closer to PBR fans,” said Sean Gleason, CEO, PBR. “These athletes are essential to our riders’ safety, and will benefit greatly from this partnership.”



MATADOR® by Jack Link’s, is the easy eatin’ jerky that provides consumers with the fuel they need to power through their day.  PepsiCo North America’s Frito-Lay division began distributing and selling MATADOR® in August, 2009.  Headquartered in Minong, Wis., Jack Link’s is the No.1 U.S. meat snack brand and fastest-growing meat snack manufacturer worldwide. The Jack Link’s brand represents a heritage of quality and consumer trust.  Check out www.JackLinks.comm for more information.

Frito-Lay North America is the convenient foods business unit of PepsiCo, which is headquartered in Purchase, NY. Learn more about Frito Lay at the corporate web and the Snack Chat blog 


About the PBR (Professional Bull Riders)

The world’s premier bull riding organization began as a dream of 20 bull riders 24 years ago and is now a global sports phenomenon. On its elite Built Ford Tough Series, the PBR features the Top 35 bull riders in the world and the top bulls in the business. The televised PBR Built Ford Tough Series, the PBR Real Time Pain Relief Velocity Tour, the PBR Touring Pro Division and the PBR’s international circuits in Australia, Brazil, Canada and Mexico have paid more than $150 million in earnings to its athletes. Thirty bull riders have earned more than $1 million, including two-time PBR World Champion J.B. Mauney who has become the top-earning athlete in Western sports history with more than $7 million in career earnings. In May 2015, PBR was acquired by WME | IMG, a global leader in entertainment, sports and fashion. For more information on the PBR, go to, or follow on Facebook at, Twitter at, and YouTube at

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Valerie Milano is the well-connected Senior Editor and Entertainment Critic at, a website that aggregates showbiz news curated for, and written by, insiders of the entertainment industry. (@HwoodTimes @TheHollywood.Times) Milano, whose extraordinary talents for networking in the famously tight-clad enclave of Hollywood have placed her at the center of the industry’s top red carpets and events since 1984, heads daily operations of a uniquely accessible, yet carefully targeted publication. For years, Milano sat on the board and tour coordinator of the Television Critics Association’s press tours. She has written for Communications Daily, Discover Hollywood, Hollywood Today, Television International, and Video Age International, and contributed to countless other magazines and digests. Valerie works closely with the Human Rights Campaign as a distinguished Fed Club Council Member. She also works with GLSEN, GLAAD, Outfest, NCLR, LAMBDA Legal, and DAP Health, in addition to donating both time and finances to high-profile nonprofits. She has been a member of the Los Angeles Press Club for a couple of years and looks forward to the possibility of contributing to the future success of its endeavors. Milano’s passion for meeting people extends from Los Feliz to her favorite getaway, Palm Springs. There, she is a member of the Palm Springs Museum of Art and a prominent Old Las Palmas-area patron.