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Breaking the barrier: Live bull riding lands on Merit Street in historic deal with PBR

Pueblo, CO  Merit Street Media is riding straight into professional sports with its new partnership with the Professional Bull Riders organization.

“I can’t think of any better way for Merit Street to begin sports programming than with PBR,” said Dr. Phil McGraw, founder of the news and entertainment cable network. “Coming from Texas, I know how important this sport is to the state and to see it grow across this country has been both exciting and deserving.”  

Starting in July, the deal will bring fans the most live bull riding television coverage in the sport’s history.

“We really appreciate Dr. Phil and Merit Street getting behind our sport to help push PBR fully into the mainstream,” said rider Ezekiel Mitchell. “This is a monumental step in the right direction to put bull riding in more homes and introduce us to more fans.”

Merit Street will carry PBR Teams events; the full schedule for PBR Unleash The Beast, the sport’s premier individual competition series; and 50 episodes of PBR Now, a news, information, and analysis program.

“Making every ride, every round, and every event available live to fans is a game changer for PBR," said Sean Gleason, CEO and Commissioner, PBR.

Additionally, RidePass, PBR’s Western Sports and Lifestyle channel on PlutoTV, will move to Merit+, the free streaming destination of the Merit Street network. 

Women’s rodeo will share the spotlight, with six two-hour Women’s Rodeo World Championship events airing.

“In 2024, our nation is witnessing exponential growth in watching and celebrating women’s sports,” said Linsay Rosser-Sumpter, Commissioner of the Women’s Rodeo World Championship. “Merit Street is the first national network to recognize the need for broadcasting women’s rodeo regularly. NCAA women’s basketball broke viewership records, and our WRC cowgirls portray the same grit, tenacity, and grace that captivates this audience. This partnership puts us on a national level, allowing female rodeo competitors to share their abilities with the world.”



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