Professional Bull Riders enjoys valuable exposure with its programming on CBS, averaging more than 1 million viewers a showing, but the organization also has demonstrated a commitment to creating online-based content for fans that offers another avenue for audiences to experience the sport and get to know its participants better.
PBR’s most recent effort, a partnership with a number of rodeo organizations, is called RidePass. Launched in February, RidePass is an over-the-top network, which means it provides streaming media directly to consumers rather than through a distributor. Andrew Giangola, PBR vice president of strategic communications, said the network has carried 500 hours of western sports programming since its launch.
Giangola said RidePass was created with technology from Endeavor, PBR’s parent company. PBR content on the network includes live events, news and highlights, feature programming and archival video.
“The new subscription-based OTT gives fans access to top PBR events not seen on TV, including the expansion Velocity Tour and the PBR Global Cup,” Giangola said. “It also covers other western lifestyle sporting such as rodeo at the professional and high school levels.”
RidePass base price is $7.99 monthly or $83.88 for an annual subscription, which works out to $6.99 a month. The annual membership includes select premier and pay-per-view events including the PBR World Finals.
Endeavor has created two other OTT networks: Made to Measure, which offers fashion programming, and UFC Fight Pass. RidePass is available online (www.ridepass.com) and in the Apple iTunes and Google Play stores.