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 netwo...


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