The BOK Center in Tulsa, Okla., lights up with the PBR. (Photo Credit: Jeremy Charles)

Don’t call it a rodeo. The Professional Bull Riders is all bull riding, all the time.

Throughout its 20 years of competition, the PBR has awarded more than $120 million in prize money. Now, the PBR sells out arenas such as New York’s Madison Square Garden and is viewed by more than 100 million people annually on multiple networks. The PBR found a way to monetize the original extreme spor...

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