Cole Hauser to Shoot New PBR Brand Campaign at World Finals

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New Campaign to Share Great American Values that Built the Country

Fort Worth, Texas (April 19, 2023) – Cole Hauser, the new brand Ambassador and creative partner of PBR (Professional Bull Riders), will begin shooting a highly-anticipated new campaign for the red-hot sport during its biggest event – the PBR World Finals: Unleash The Beast in Fort Worth, Texas.

Fans in attendance on Friday, May 12 and Saturday, May 13 will witness and be a part of elements of the new brand campaign that will be seen across traditional and social media as well as PBR programming on CBS Television Network and CBS Sports Network. 

Hauser, an accomplished veteran actor currently starring as Rip Wheeler on television’s No. 1 drama “Yellowstone,” is highly involved as co-creator of the campaign that will spread a message honoring America, those who sacrifice for our freedom, cowboys and will celebrate core values that lift up America.  

Amid a cowboy renaissance driven in part by Hauser’s television show, PBR, celebrating its 30th season, heads toward World Finals during a record-breaking season highlighted by 23 event sell-outs and five CBS broadcasts drawing more than one million fans. 

The Hauser-PBR partnership, unique in his meaningful co-creator role, pairs one of the world’s most popular and iconic actors with the leading Western sports organization. The jointly developed creative will promote centuries-old values associated with ranchers, farmers, and cowboys. 

“For 30 years, PBR has always been unabashedly proud of America’s history and heritage, and particularly the important place in that history of cowboys and cowgirls and the values they live by, such as honesty, integrity, hard-work, commitment, and sacrifice when necessary,” said PBR CEO Sean Gleason. “The creative to be shot at Dickies Arena as the result of our unique partnership with Cole will showcase what it means to truly love America and live the cowboy way.”

In announcing his partnership with PBR Hauser said, “At its core, PBR is an inviting sport showcasing courageous cowboy athletes doing the seemingly unthinkable. But beneath the rush of an 8-second bull ride, these athletes share a simple, pure humanity and live a life centered on values that are more important today more than ever. I’m excited to work with PBR to tell stories revealing the humanity of a group of extraordinary bull-riding cowboys that pulls back the curtain in an uplifting way that celebrates family, loyalty, love, honor, determination, and friendship representing the best of Americana.”

PBR will also create programs to support a charity near and dear to Hauser, the Special Operations Warrior Foundation, an organization that ensures complete post-secondary educational support and opportunities for surviving children of fallen Special Operational Personnel and children of all Medal of Honor recipients along with providing immediate financial assistance to severely wounded, ill, and injured Special Operations Personnel. 

About Cole Hauser:

Cole Hauser was born on ranch in Laurel Springs, California.  He grew up in various parts of the country including California, Florida, and Oregon.

At 16 years old, he decided to leave high school to try to break into acting. He is known for film roles including School Ties (his film debut in 1992), Higher Learning, Dazed and ConfusedGood Will HuntingPitch BlackTigerlandHart’s WarTears of the SunThe Family that Preys2 Fast 2 FuriousPaparazzi, The CaveThe Break-UpA Good Day to Die HardOlympus Has Fallen, Pitch Black, The Stone Angel, and Transcendence.

He was nominated for the Independent Spirit Award for Best Supporting Male for his performance in Tigerland. He currently stars as Rip Wheeler on the Paramount Network’s Yellowstone, the nation’s No. 1 drama series. The character is so popular many Halloween stores carry the Rip costume.

Hauser is an avid supporter of organizations that help veterans and first responders, including Special Operation Warrior Foundation and Tunnel To Towers, aligning with PBR’s longstanding commitment to honor these heroes in each city the sport visits.

About PBR (Professional Bull Riders):

PBR is the world’s premier bull riding organization. More than 800 bull riders compete in more than 200 events annually across the televised PBR Unleash The Beast tour (UTB), which features the top bull riders in the world; the PBR Pendleton Whisky Velocity Tour (PWVT); the PBR Touring Pro Division (TPD); and the PBR’s international circuits in Australia, Brazil, Canada and Mexico. In 2022, PBR launched the PBR Team Series—eight teams of the world’s best bull riders competing for a new championship—as well as the PBR Challenger Series with more than 60 annual events nationwide. The organization’s digital assets include PBR RidePass on Pluto TV, which is home to Western sports. PBR is a subsidiary of Endeavor, a global sports and entertainment company. For more information, visit, or follow on Facebook at, Twitter at, and YouTube at

Kacie Albert
Press Release courtesy of @PBR

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