If you've ever wanted to wager on bull riding, your opportunity is here.
Professional Bull Riding is coming to legal sports betting markets in the U.S. for the first time. PBR and Endeavor-owned OpenBet announced an agreement Tuesday for the sports betting technology platform to provide odds and pricing, allowing the sport to pursue legal and official wagering beginning with the first PBR Team Series event of 2023 on July 24-25.
“We are delighted to work with one of Endeavor’s most exciting sports properties and deliver official pricing and odds for PBR fans, players, and sportsbooks for the first time,” Don Jaques, Vice President of Strategy at OpenBet, said. “By building official algorithm and data-driven pricing and markets, we will enhance the PBR betting experience, and help drive reach and fan engagement.”
OpenBet is also teaming up with alternative sports betting provider ALT Sports Data to deliver affiliate marketing services for PBR that will send customers to regulated sportsbooks.
Capitalizing on a new market
OpenBet is a B2B partner that offers its sports betting technology, services, and content to 75 customers globally, including big brands in the U.S. like FanDuel, DraftKings, BetMGM, and PointsBet.
That is an appealing list of operators for a bull riding league looking to capitalize on the growing U.S. sports betting market.
Josh Baker, PBR’s Chief Revenue Officer, says research shows that PBR fans are 89% more likely to bet on sports than the general public, opening up an entirely new industry for both sides.
Baker added that it’s been difficult for oddsmakers to understand bull riding and be provided with the data needed to make it a viable market, but OpenBet and ALT Sports Data will correct those issues.
“PBR betting is now approved in 11 states, providing an untapped betting market for a sport with nonstop excitement and drama,” he said.
Betting on the bulls
OpenBet will create and distribute betting odds surrounding the 11-event PBR Team Series, Unleash the Beast tour later this year, and the World Finals in May 2024.
PBR believes using statistical tendencies and the unpredictability of cowboy vs. bull will create this exciting and robust betting market.
For example, the last-place team at the 2022 Nashville Stampede went on a playoff run, defeating the top three seeds en route to a championship.
