The Professional Bull Riders is looking to boost its profile and standing as a sports league with an hourlong documentary special to air Dec. 27 on CBS in late afternoon time slots following NFL football.
Titled “PBR Danger on the Dirt,” the documentary will follow PBR riders on the road to the world championships in Las Vegas, a five-day event that marks the end of the league’s 26-week season. The special will highlight the league’s top contenders, who are marquee names on the bull riding circuit: J.B. Mauney, Jared Allen, Jesse Byrne, Tanner Byrne and first-time world finalist Bonner Bolton.
“Danger on the Dirt” follows WME | IMG’s acquisition of PBR earlier this year, a deal made in an effort to expand the company’s horizons in TV and live events. With help from its new parent company, which is in the business of grooming stars, the Dec. 27 documentary marks another step in the campaign to establish PBR as a sports league in the minds of casual viewers.
The special hails from David Neal Productions, the company that produces the telecasts of PRB events that that air on CBS and its cable sibling CBS Sports Network. The football adjacency makes the Dec. 27 time slot a prime opportunity for PBR.
“In the PBR, it’s routine for 150-pound human athletes to take on 1,800-pound bulls in a clash of athleticism and pure grit,” said producer David Neal. “It’s a sport that’s inherently dangerous and real courage is prerequisite.”
PBR CEO Sean Gleason called the special “an unvarnished look at some of the PBR’s most fascinating individuals as they battle through the most grueling season in PBR history.”