Oklahoma Joe's Expands Professional Bull Riders Partnership
References: morningstar
Oklahoma Joe's — a manufacturer of high-quality smokers and grills — has expanded its partnership with Professional Bull Riders for the 2026 season. The company will serve as the Official Smoker of the Carolina Cowboys team while also activating across ten events on the individual Unleash The Beast Tour, which will culminate at the Professional Bull Riders World Finals (May 7 - May 17)
The venture will include broadcast exposure on CBS Sports and Paramount+ and in-store promotions at Academy Sports + Outdoors. Oklahoma Joe's is also running a national sweepstakes offering tickets to the Professional Bull Riders World Finals, complete with "VIP hospitality experiences, original content, including the 'Smokin' Hot Takes' rider preview series."
Tom Penner, Group President of Outdoor Brands, shares: "PBR reflects the same grit, authenticity, and passion that defines Oklahoma Joe's. We've had the opportunity to connect with fans in meaningful ways throughout the Unleash The Beast Tour, and we're excited to carry that momentum onto the team side of the sport with the Carolina Cowboys."
Image Credit: Oklahoma Joe's
The venture will include broadcast exposure on CBS Sports and Paramount+ and in-store promotions at Academy Sports + Outdoors. Oklahoma Joe's is also running a national sweepstakes offering tickets to the Professional Bull Riders World Finals, complete with "VIP hospitality experiences, original content, including the 'Smokin' Hot Takes' rider preview series."
Tom Penner, Group President of Outdoor Brands, shares: "PBR reflects the same grit, authenticity, and passion that defines Oklahoma Joe's. We've had the opportunity to connect with fans in meaningful ways throughout the Unleash The Beast Tour, and we're excited to carry that momentum onto the team side of the sport with the Carolina Cowboys."
Image Credit: Oklahoma Joe's
Trend Themes
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Branded Sports Partnerships — Partnerships between consumer brands and sports teams or tours enable integrated exposure across live events, broadcasts, and retail, creating new models for co-branded product ecosystems.
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Fan-centric Experiential Promotions — Event-based hospitality, sweepstakes, and on-site activations are building immersive brand touchpoints that reshape loyalty by connecting products to memorable fan experiences.
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Content-driven Sponsorships — Original series and branded content tied to sports coverage are transforming sponsorships into owned media channels that drive discoverability and commerce beyond traditional ads.
Industry Implications
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Outdoor Cooking and Grilling — Premium smoker and grill makers are positioned to extend revenue through event-based product placements, limited-edition co-branded gear, and lifestyle content tied to live sports audiences.
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Broadcast Media and Streaming — Networks and platforms that integrate sponsored content and branded segments are opening monetization avenues through deeper advertiser collaboration and shoppable programming.
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Sporting Goods Retail — Retailers carrying event-linked promotions and exclusive merchandise are seeing new foot traffic and basket expansion driven by timely, team-aligned product assortments.
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