PBR Teams Up with OpenBet to Offer Official Odds and Pricing for Bull Riding

OpenBet, a provider of sports betting entertainment, is set to provide official pricing and odds for PBR (Professional Bull Riders) events, enabling the sport to embrace legal and authorized betting opportunities.

Through this partnership, Endeavor-owned properties OpenBet and PBR will introduce new betting options for fans, starting with the upcoming 2023 PBR Team Series. The bull riding league’s second 11-event season will kick off on July 24-25 in Cheyenne, Wyoming. Leveraging OpenBet’s unparalleled pricing, trading, and data services, the platform will create and distribute odds for PBR events, with initial focus on PBR Teams, the elite Unleash The Beast tour, and the highly anticipated World Finals.

In addition, OpenBet has joined forces with ALT Sports Data, a provider of diverse sports betting services in the alternative sports industry. This collaboration aims to offer affiliate marketing services for PBR, directing players to regulated sportsbooks.

As PBR continues to gain traction in the mainstream, the organization is experiencing its most successful year to date in its 30-year history. From January to May, the top two U.S. tours attracted over 775,000 fans and hosted 30 sold-out events. Following the completion of the premier Unleash The Beast season in May, the PBR Team Series will launch its second season in late July.

Beyond the arena, the sport is expanding its reach with the opening of its 13th PBR Cowboy Bar in Miami. Additionally, PBR has recently introduced Gold Buckle, a new magazine focusing on Western sports and lifestyle. Fans can also look forward to the premiere of “The Ride,” an exciting docuseries available on Prime Video.

The collaboration between OpenBet and PBR demonstrates the growing integration of sports betting within the bull riding industry. By providing official odds and pricing, this partnership enables fans to engage in the sport through authorized betting channels, enhancing the overall fan experience and supporting the continued growth of PBR.

“We are delighted to work with one of Endeavor’s most exciting sports properties and deliver official pricing and odds for PBR fans, players, and sportsbooks for the first time,” said Don Jaques, Vice President of Strategy at OpenBet. “By building official algorithm and data-driven pricing and markets, we will enhance the PBR betting experience, and help drive reach and fan engagement.”

“PBR betting is now approved in 11 states, providing an untapped betting market for a sport with nonstop excitement and drama,” said Josh Baker, Chief Revenue Officer, PBR. “Research shows PBR fans are 89% more likely to bet on sports than the general public. Until now, those setting the odds for PBR have lacked the complete data and necessary understanding of the sport of Professional Bull Riding. Open Bet and ALT Sports Data solve that challenge, allowing PBR to enter an extremely viable market.”