SOURCE: Professional Bull Riders, Inc.

Professional Bull Riders, Inc.

September 18, 2015 14:26 ET

PBR's Pink Promise Will Raise Money for Breast Cancer Research Foundation

Campaign Features Bonus Bull Match-ups, Memorabilia Auctions, Pink Nights and PBR World Finals Buckathon

PUEBLO, CO--(Marketwired - September 18, 2015) - For years, the PBR (Professional Bull Riders) has supported the fight against breast cancer with donations, survivor celebrations and awareness activities. In 2015, the PBR will ramp up its efforts, using its Road to Vegas and the 2015 PBR Built Ford Tough World Finals as a platform to bring greater awareness to the fight against this disease. This year, the PBR family will focus on raising money for the Breast Cancer Research Foundation (BCRF), the nation's highest rated breast cancer organization, with its PBR Pink Promise campaign.

The fight has hit close to home for the PBR. Not only have PBR athletes' mothers, wives and staff members fought the disease, but PBR CEO Sean Gleason learned nearly one year ago that his longtime partner Lisa Vanbeek had been diagnosed with Stage II breast cancer. It struck without warning or family history. Their life priorities changed.

"It is difficult to fully comprehend the challenges faced by women diagnosed with breast cancer until you find yourself going through it," PBR CEO Sean Gleason said. "Bearing witness to the process Lisa had to endure, and the bravery she displayed during a difficult challenge, gave me an entirely new perspective on the importance of awareness, early detection and funding research to ultimately find a cure. I'm proud of the effort the PBR team is employing to bring our awareness endeavors to a new level."

The PBR's Pink Promise begins this weekend with the Express Employment Professionals Invitational in Charlotte, North Carolina, at Time Warner Cable Arena. PBR sponsor Wrangler is using the strength of its brand and association with the cowboy lifestyle to honor breast cancer survivors and the brave men and women who continue to battle the disease. Wrangler has designated Friday in Charlotte and each Friday night at the two remaining PBR Built Ford Tough Series (BFTS) regular season events in Allentown, Pennsylvania, and Tucson, Arizona, as "Wrangler Tough Enough to Wear Pink Night."

One bull in the lineup on each Friday night will be designated the Breast Cancer Bounty Bull and carry a bonus of $5,000. If the matched bull rider makes a qualified, 8-second ride on this bull, he will receive $2,500 and the Breast Cancer Research Foundation will receive $2,500.

Also, PBR staff, stock contractors, the Dickies Bullfighters, entertainer Flint Rasmussen and PBR bull riders will be wearing pink on each Friday night in celebration of the cause. The PBR is encouraging fans to do the same. After the event, unique pink items from the riders, bullfighters and celebrity friends of the PBR will be auctioned online with the proceeds benefitting the BCRF. Stay tuned to the PBR's Pink Promise official web page for more details.

Fans will also be able to make donations to the BCRF online at The PBR will match these donations up to $5,000.

PBR's online merchandise store,, is also supporting the Pink Promise. From Sept. 18-27, 25 percent of the total proceeds from merchandise sales will be donated to BCRF.

The highlight of the PBR's Pink Promise will take place Thursday, Oct. 22, at the 2015 PBR World Finals. Starting at 12 a.m. on Thursday Oct. 22, the PBR will kick off its World Finals pink celebration by turning the 550-foot tall High Roller Observation Wheel, located within the LINQ outdoor shopping, dining and entertainment promenade, pink.

The celebration will continue throughout the day with activities around the city and culminate Thursday night during Round 2 of the PBR World Finals, featuring the PBR's Pink Night Buckathon. The Top 40 bull riders in the world will take to the chutes and for each of their qualified rides made that evening, the PBR will donate $250 to BCRF. Each ride scored 90 points or better will result in a $1,000 donation. Wrangler has pledged to match those donations.

"Through the engagement of PBR's passionate community of bull riders, stock contractors, fans, sponsors, and employees, we have created a Breast Cancer Awareness program to honor patients, survivors and co-survivors of breast cancer," Gleason said. "And, with the PBR community's generous spirit, we promise to raise as much money as we can to support the Breast Cancer Research Foundation in their mission 'to prevent and cure breast cancer by advancing the world's most promising research.' We invite our community to help us fulfill this promise."

Visit, for more information and to follow the progress.

About BCRF
Founded by Evelyn H. Lauder in 1993, the Breast Cancer Research Foundation (BCRF) advances the world's most promising research to eradicate breast cancer. BCRF has raised more than $570 million to fuel discoveries in tumor biology, genetics, prevention, treatment, survivorship and metastasis, making it one of the largest non-governmental funders of breast cancer research in the world. In 2015, BCRF will award $48.5 million to support 240 researchers at leading medical institutions worldwide. By spending 91 cents of every dollar on research and public awareness programs, BCRF remains one of the nation's most fiscally responsible nonprofits. BCRF is the only breast cancer organization with an "A+" from CharityWatch, together with Charity Navigator's highest rating of four stars 13 times since 2002. For more information, please visit:

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