Eight seconds is going to feel like an eternity this evening for 25 gentlemen at Westoba Place as Professional Bull Riders (PBR) returns to Brandon.
PBR general manager Jason Davidson worked professionally as a bull fighter for years, and while that didn’t put him on top of any angry animals, it got him awfully close.
“Eight seconds doesn’t sound like a long time, but when the gate opens, when you’re standing there as a bull fighter or definitely the guy who has their hand tied to the back of them, I’m sure it feels like an eternity,” Davidson said. “When the gate opens, there is no referee to blow the whistle and stop the play. That just isn’t happening.
“Bulls don’t play by the same rules as the athletes. They’re going to do what they do, and that’s the reason we have the bull fighters in the arena to help the bull riders get to safety, once they either complete the eight-second ride and hear the buzzer to get off or probably 60 or 70 per cent of the time when they hit the dirt.”
The PBR Brandon Chute Out, which begins at 7 p.m., is the third of 10 regular season events for PBR Canada’s Cup Series.
The season launched Feb. 3 in Red Deer, Alta., and will also make stops in Alberta in Lethbridge, Grande Prairie and Medicine Hat; in Ontario in London, Kingston and Ottawa; in British Columbia in Kelowna, and in Saskatchewan in Saskatoon.
The Cup Series national final is in Rogers Place in Edmonton on Nov. 8 to 9, with a $250,000 prize purse up for grabs. The national champion earns a $100,000 bonus, which Dakota Butter captured a year ago.
They’re also holding 25 Touring Pro Series events, which Davidson likens to the American Hockey League serving as a stepping stone to the National Hockey League.
PBR was initially formed in the United States in 1992, with the international tours launched in 2006. Since 2015, it’s been owned by WME|IMG, the company that also holds the UFC and WWE.
The American PBR hosts the world championships, with riders from the other tours in Canada, Australia and Brazil looking to work their way up to the top circuit. On May 19, Brazilian rider Cassio Dias earned a million-dollar payout by winning the world title, while also being named rookie of the year.
But like all riders, he worked hard for his money.
“The odds are against the bull rider,” Davidson said. “Let’s face it. You’re outmatched about 1,500 pounds to 150 pounds or 170 pounds, so you have that against you right away, and the fact you can’t ride with two hands, you can only ride with one — you can’t touch the bull with your free hand — and again you have to stay on for eight seconds on one of the best bucking bulls not only in Canada, but in the world.”
Tonight’s show will also feature riders from Paraguay and Australia looking to win tonight’s $25,000 top prize.
International riders can compete if they are highly enough ranked in their own countries or the world standings, but the same time, a number of spots are reserved for Canadian riders.
Beyond the cash prize, riders are also earning points for the 2025 Unleash The Beast tour in the United States, which starts in November and runs until next May.
“The word is out, and riders from other countries can also come up here and tap into that prize purse,” Davidson said.
The first round tonight features 25 riders, with the top 10 scores earning a second ride in the championship round. The winner is the rider with the highest combined score from two rides.
Beyond the incredible bursts of action, the crowd is kept entertained during the two-and-a-half hour show: A big part of PBR’s appeal is its meticulously crafted in-event presentation. When Davidson worked as a rodeo bullfighter across North America, he made a point of paying attention to the production, and it shows in the current show.
“There’s a lot that goes into entertaining a crowd,” Davidson said. “It starts right at the national anthem. You have to keep these people entertained. We’re looking at our third sellout in Brandon in three years, and there’s a reason for that.
“That’s always been big — a priority for me — is that our PBR fans are entertained. We have no control over how many guys can stay on and be 80 or 90 points on these bulls, but what we do have control over is our sound and the pyrotechnics and our light show and our entertainment.”
He added event entertainer Brinson Harris, who has worked with PBR Canada for the last 11 years, is worth the price of admission alone.
“He’s now one of the most sought-after entertainers in the entire world when it comes to western lifestyle sports,” Davidson said. “He’ll be coming off the PBR world finals at AT&T Stadium in Dallas-Fort Worth, Texas to Brandon. He’s a very important part of our show.”
While rodeo may not have the breakthrough mainstream superstars like a Connor McDavid or a LeBron James, Davidson said the sport is at a place where its devoted fans know who riders like Butter, Cody Coverchuk, Aaron Roy and Jared Parsonage are.
“The odds are against the bull rider. Let’s face it. You’re outmatched about 1,500 pounds to 150 pounds or 170 pounds, so you have that against you right away, and the fact you can’t ride with two hands, you can only ride with one– you can’t touch the bull with your free hand — and again you have to stay on for eight seconds on one of the best bucking bulls not only in Canada, but in the world.” — Jason Davidson
The quickest way to build stars is to allow people to watch athletes on television, something PBR’s television deal with TSN has accomplished over the last nine years.
“It’s the number one factor, 100 per cent,” Davidson said. “Our riders still have to do their part and make an eight-second whistle, but when we can have a national tour right across the country, from British Columbia to Ontario or even further east — we have visited cities like Halifax, Moncton and Quebec City — I think that builds that exposure. Like any sport, you need to have that national TV programming.”
As a result of the TSN exposure, riders are also able to cash in on endorsem*nts, so they can make a living in Canada as PBR deals with the logistical nightmares.
From a company standpoint, it can’t be easy getting production teams, athletes and bulls to the events, while also working with venues and all the other assorted headaches that inevitably crop up. Davidson said his team has essentially seen it all.
“I’ve always believed you surround yourself with good people and let them do their jobs, and that’s what we do,” Davidson said. “We have a tremendous team — the team grows every year it seems — but the nucleus of that group has been there since day one for me. It’s just another day at the office for these people and they take pride in what they do.”
He said just like touring musicians, they take over buildings and are expected to deliver a top-notch performance, regardless of what went on prior to the show.
“We want to make sure the consistency of our product is there at all times, and the level of competition is the absolute best,” Davidson said. That includes the bulls, with Canada’s top bovine athlete, Built Tough, and the runner-up, Langham Kid, both competing tonight.
When the Cup Series last came to Brandon on May 27, 2023, Aaron Roy of Yellow Grass, Sask., earned the victory by riding Emerald Inn for 85.5 points, and then outlasted The Remedy for 89 points in a ride that went to a judges’ review to ensure he made eight seconds on the big bull.
In 2022, Blake Smith of Abbey, Sask., rode Confused Mind for 83.5 points, and topped Crossfire’s Black Jack for an event-high ride of 87 points to earn the title.
Davidson has ties to Brandon outside of rodeo. He is also part of Thunder Creek Professional Player Management, a longtime agency for hockey players that has represented a number of former Brandon Wheat Kings, including Tim McGauley, Jayce Hawryluk, Micheal Ferland, Eric Roy, Jordan Fransoo and Tyrel Seaman, plus current forward Roger McQueen.
Davidson guesses he’s on the road about 100 days per year in his two jobs.
But his trip to Brandon tonight is entirely about bull riding. He’s grateful the city has proven to be a such a loyal and enthusiastic supporter of PBR.
“It sure helps us sleep at night,” Davidson said. “You can’t take advantage of that. We continue to add to our event, whether it be with lighting or our entertainer or whatever we’re doing. We’re going to continue to bring the heat so we can continue to entertain our PBR fans.
“We engage with our audience constantly, and I think as you look at the audience at a bull-riding event as opposed to traditional rodeo, we’re reaching the younger demographic and they’re being entertained and having a good time. “We’ll never take that for granted.”
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