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Professional Bull Riders (PBR)


The multi-year agreement highlights a shared support for US military and first responders



San Diego, CA (August 7, 2023) —GOVX, the online shopping platform exclusively for current and former military, first responders, emergency medical professionals, and other government personnel, announced today it is now an Official Partner of PBR (Professional Bull Riders). The multiyear, integrated partnership focuses on a shared commitment of honoring those who have served our country and communities.

Effective immediately, GOVX members and qualified PBR fans can save up to 35% off PBR event tickets across all PBR events. Available ticket discounts can be found on or, with all eligibility verification powered by GOVX.

The partnership extends beyond exclusive ticket discounts for those who serve. Beginning in 2024, GOVX will have an in-arena presence throughout all PBR Pendleton Whisky Velocity Tour events, as well as select PBR Challenger Series tour stops. GOVX will also be the title sponsor of the 2024 PBR Pendleton Whisky Velocity Tour event in Hampton, VA. Additionally, GOVX and PBR will honor a military/first responder non-profit as an element of the partnership – an aspect that aligns with the GOVX Gives Back charitable program, which has donated over $1M to-date.

“As the largest bull riding organization in the world, PBR represents a natural fit for both GOVX and our growing member community,” says Alan Cole, GOVX CEO. “PBR truly values and shares in our mission of supporting those who serve our country and communities, so we couldn’t be more excited about this partnership. We look forward to working closely with PBR and being a part of their fast-growing national tours every step of the way.”

“Since PBR’s founding 30 years ago, we have had a deep appreciation and respect for those who protect and serve our communities, country and way of life,” said PBR CEO and Commissioner Sean Gleason. “It is an honor to partner with GOVX, an organization that shares values that have driven our own business. We are excited to help provide exposure for GOVX, help tell their story, and provide their members great experiences.”


GOVX is dedicated to serving those who serve our country and communities – military service members, first responders, law enforcement officers, emergency medical professionals, educators, and other government service personnel. With a customizable suite of solutions, GOVX provides leading brands who share in our mission with a unique opportunity to support this deserving audience while growing sales. Through our flagship site,, brands can authentically reach a growing community of 7M+ members with their own storefront. With our verification app, GOVX ID, brands can easily enable service member discounts within their own checkout flow. By leveraging GOVX marketing services solutions, brands can effectively amplify their products or services within our engaged member community and reinforce their support for those who serve. For more information, visit

About PBR (Professional Bull Riders)

PBR is the world’s premier bull riding organization. More than 800 bull riders compete in more than 200 events annually across the televised PBR Unleash The Beast tour (UTB), which features the top bull riders in the world; the PBR Pendleton Whisky Velocity Tour (PWVT); the PBR Touring Pro Division (TPD); and the PBR’s international circuits in Australia, Brazil, Canada and Mexico. In 2022, PBR launched the PBR Team Series—eight teams of the world’s best bull riders competing for a new championship—as well as the PBR Challenger Series with more than 60 annual events nationwide. The organization’s digital assets include PBR RidePass on Pluto TV, which is home to Western sports. PBR is a subsidiary of Endeavor, a global sports and entertainment company. For more information, visit, or follow on Facebook at, Twitter at, and YouTube at

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