Put something in your event they’ll talk about long after they leave.
Bring the unmistakable energy of Professional Bull Riders Australia into your event, show, festival or destination. Rugged Lane Industries® can bring the pieces together and deliver the experience from concept to opening chute.
PBR Australia event opportunities facilitated by Rugged Lane Industries®.
Your audience has already come for the event. Give them another reason to stay.
Major events are not only competing for attendance. They are competing for attention. People visit exhibitors, browse, watch demonstrations, eat, shop and walk the show.
Then the lights drop.
The music hits.
The chute opens.
Now it’s bull time.
One experience. More ways for your event to win.
A New Ticketed Experience
Create a premium addition to an existing event ticket, evening admission, bundled package, VIP experience or standalone access opportunity.
Another Reason To Attend
Give existing audiences something genuinely different while creating another drawcard for people who may not otherwise attend.
Keep People There Longer
Turn a daytime event into something that can continue into the evening rather than watching visitors leave once the main show floor closes.
New Sponsorship Inventory
Create presenting rights, category partnerships, arena integrations, hospitality opportunities and other commercial assets around the experience.
Content People Actually Want To Share
Bulls, riders, atmosphere, arena action and crowd reaction naturally create photography, video, social content and media moments.
Something They Remember
There are activations people walk past. And there are experiences people tell their mates about on Monday. This is the latter.
This doesn’t need to become another event for you to run.
It can arrive turnkey.
Bringing an experience of this scale into an existing event has moving parts. A lot of them.
That’s where Rugged Lane comes in.
We work between the event organiser, PBR Australia and the suppliers required to bring the experience together, helping coordinate the commercial, operational and promotional pieces around the event.
Instead of being handed another complicated project to manage, your team gets one point of coordination and a clearly defined delivery plan.
- Step 01
You host the event
The audience, the venue and the program you already have.
- Step 02
Rugged Lane builds the PBR experience around it
Commercial, operational and promotional pieces coordinated in one plan.
- Step 03
PBR brings the bulls, riders and sport
The sport arrives with the people who do it for a living.
- Step 04
Your audience gets the night they didn’t expect
The part of the event people are still talking about next week.
One event. One plan. One point of coordination.
Depending on the event, Rugged Lane can help coordinate the moving parts required to bring the opportunity together.
- 01PBR Australia liaison
- 02Event scoping
- 03Arena and site planning
- 04Operational coordination
- 05Supplier liaison
- 06Production requirements
- 07Event integration
- 08Ticketing strategy
- 09Premium and VIP experience planning
- 10Sponsorship strategy
- 11Sponsorship acquisition
- 12Partner integration
- 13Marketing and campaign planning
- 14Content opportunities
- 15Hospitality
- 16Event-day coordination
- 17Post-event commercial review
This doesn’t have to sit on the cost side of the ledger.
A PBR experience can create new commercial opportunities around an event.
Ticketing
- Premium access
- Evening tickets
- VIP seating
- Packages
- Corporate hospitality
Partnerships
- Presenting partner
- Arena partner
- Category partners
- Hospitality partners
- Local partners
Event economics
- Longer dwell time
- Food and beverage
- Merchandise
- Repeat attendance
- New audiences
The commercial model will differ from event to event. Rugged Lane can work with organisers to identify how the experience could generate revenue and, where required, develop and take sponsorship opportunities to market.
Need partners around it?
Rugged Lane can also develop the sponsorship proposition and approach suitable brands on behalf of the event. This is available as an additional commercial service.
Sponsorship strategy, inventory development, package creation, prospect identification, outreach, commercial negotiation support and partner integration.
Caravan show by day. PBR by night.
People explore the show.
Exhibitors. Product.
Demonstrations. Food. Commerce.
Lights. Arena. Music.
Bull riding. Hospitality.
Crowd. PBR.
The same thinking applies to agricultural shows, field days, festivals and consumer events. An existing event gains a whole new entertainment layer without building a separate audience from scratch.
Have a crowd? Give them a show.
Caravan & Camping Shows
Strong audience alignment and an obvious opportunity to extend a daytime show into evening entertainment.
Agricultural Shows
Existing regional audiences, arenas and strong alignment with live entertainment.
Field Days
Outdoor, rural, automotive, machinery, lifestyle and regional audiences.
Motorsport Events
High-energy entertainment and audience crossover.
Festivals
A major attraction within a wider program.
Regional Events
A genuine destination-level drawcard with the potential to attract visitors from outside the immediate area.
Corporate & Industry Events
Larger bespoke opportunities where the environment is suitable.
Major Consumer Shows
An entertainment layer that can sit alongside a broader exhibition or show program.
Have a crowd, a suitable venue and an appetite to do something different?
It’s worth a conversation.
You can’t fake this kind of atmosphere.
20+
PBR Australia events each year
75,000+
Australian fans annually
200+
PBR events globally each year
8 Seconds
To make a crowd lose its mind.
Because this sits in our world.
Rugged Lane works across the businesses, audiences and industries where experiences like this make sense.
Caravans. Camping. Automotive. 4WD. Regional tourism. Outdoor lifestyle. Events. Partnerships.
We understand the audience. We understand the brands that want access to them. And we understand that an experience only works commercially when the event, audience, partners and execution all line up.
We don’t just bring you PBR.
We work out how PBR works for your event.
Your next event could end very differently.
If you’re planning a major show, festival, field day or event and want to explore what a PBR Australia experience could look like inside it, talk to Rugged Lane.
Tell us about your event.
Send through the basics and we will come back with what could realistically work, and what it would take to get there.
PBR Australia event opportunities facilitated by Rugged Lane Industries®. Availability, inclusions, commercial arrangements and rights are confirmed by agreement only. Commercial outcomes vary by event and are not guaranteed.