Sonic® blasts onto the Professional Bull Riders (PBR) scene with first-ever national partnership
SONIC®, America’s Drive-In®has partnered with the Professional Bull Riders (PBR) to become the official and exclusive quick service restaurant (QSR) of the world’s premier bull riding circuit and its elite Built Ford Tough Series (BFTS).
The potential multi-year partnership began at the PBR’s recent event in St. Louis with arena banners and PA announcements and will continue across key markets throughout PBR’s 2015 BFTS schedule. Branding opportunities will vary per market and include premium signage placement in the bucking chutes and around the PBR’s 450-square foot video screen for both live event and TV coverage; in-arena promotions involving Flint Rasmussen, the PBR’s exclusive entertainer; in-arena video commercials, and local media inclusion as the “Brought to you by” partner are also involved.
“We are excited to partner with such a fun brand that is committed to providing patrons with a unique experience, just as we do,” Todd Smith, chief marketing officer of SONIC, America's Drive-In, said.“Here at SONIC we pride ourselves on our Oklahoma heritage, and can’t wait to launch the first of what we hope are many years to come working with another brand born and raised here in cowboy country.”
“To say we are excited about this partnership is an understatement,” PBR Chairman and CEO Jim Haworth said. “The Sonic brand energy and the demographic the brand speaks to present some great exposure opportunities for the PBR. Our teams have been working hard together to develop several clever promotions to drive this exposure and elevate both of our brands throughout each other’s respective communities.”
The partnership also includes boots on the ground activation on the concourse and in PBR Fan Zones and a PBR/Sonic promotion at select Sonic locations to drive traffic and awareness of both brands.
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About SONIC, America’s Drive-In
SONIC, America’s Drive-In, is the nation's largest drive-in restaurant chain serving more than 3 million customers every day. Nearly 90 percent of SONIC’s 3,500 drive-in locations are owned and operated by local business men and women. Over the past 60 years, SONIC has delighted guests with signature menu items, more than 1.3 million drink combinations and friendly service by iconic Carhops. SONIC received top honors as America's "#1 burger quick service restaurant," ranking in the top 5 of all brands in the 2014 TemkinExperience Ratings report. To learn more about Sonic Corp. (NASDAQ/NM: SONC), please visit sonicdrivein.com or follow us on Facebook and Twitter.
About the Professional Bull Riders, Inc. (PBR)
The premier bull riding organization in the world began as a dream of 20 bull riders 23 years ago and is now a global sports phenomenon. PBR broadcasts reach more than half a billion households in 50 nations and territories around the world, and more than 2.5 million fans attend live events each year. The PBR features the Top 35 bull riders in the world and the top bulls in the business. Three circuits, the televised Built Ford Tough Series, the BlueDEF Velocity Tour and the Touring Pro Division, have paid more than $140 million in earnings to its athletes. Twenty-seven men have earned more than $1 million, including three-time World Champion Silvano Alves who, in just 54 months, won more than $5.2 million to become the richest bull rider in history. 2013 World Champion J.B. Mauney and two-time World Champion Justin McBride have also surpassed $5.1 million in earnings. For more information on the PBR, go to PBR.com, or follow on Facebook at Facebook.com/PBR, Twitter at Twitter.com/PBR and Twitter.com/InsidePBRPR or on YouTube at YouTube.com/PBR.
Media Contact:
Hillary Herskowitz/AM|PR hillaryh@nyc.rr.com 917.279.9574
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