8 seconds 2009 round 2

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“There will be a million dollars up forgrabs this fall. There will also be a goldbuckle. Ask any of the men in the racefor first place which matters most. The

buckle is priceless.”Susan Bedford writing about the PBR World Finals

gold buckle in The Race To First PlacePage 16

“I wasn’t able to give 100 percent.I wanted to go out on top butmy body just couldn’t do it.”

Adriano Moraes recapping his final ride during thePBR World Finals in the Riding Into Retirement story

Page 22

“Bull riding would end pretty quicklywithout them.”

Wiley Petersen, describing how important bullfightersare to the safety of bull riders in DuraBullfighters

Page 50

“My job is to help these guys figureout the difference between hurting

and getting hurt.”Dr. Tandy Freeman on his own job description

in Medical Team in Who’s WhoPage 54

ALSO:PBR Schedule is on page 6PBR Scene starts on page 10

Rider rankings begin on page 26Cody’s All-Stars are on 46

PBR Sponsors are on page 58PBR 101 is on page 60

Sponsor Bonus programs are on page 62

PublisherChristopher Burkhardt

VP of Publications/FanCorp EditorSusan Bedford

PBR Editor in ChiefJeff Johnstone

ContributorKeith Ryan Cartwright

Graphics WranglerCedric Maniquiz

Director of OperationsJeannie Kaiser

MarketingLisa Marie Swearingen

949-294-5515

Darren Epstein 661-263-3200Cindy Gotoski 714-717-1548

PhotographersAndy WatsonMatt BrenemanMark ScottAllen GlanvilleJon Asp

pbrnow.com 3

CONTENTS

Staff

4 8 Seconds Round 2, 2009

Thanks for supporting the 2009PBR's Built Ford Tough Series.

2008 was a season filled withsome exciting changes that we'recontinuing to build on in 2009,making this season the best oneever.

The PBR has always believed in rewarding greatness, and wehave some programs in place to do exactly that. The PBR is struc-tured so the athletes that have the talent, determination and driveto be the best have the opportunity to rise to the top.

At the halfway mark in the season, there was no clear-cut leaderin the Built Ford Tough Series. That is exactly what makes this sea-son one of the most exciting ones that I can remember. We've gotso many guys who are riding so well that the entire season matters.No one will have a lead that will be insurmountable by Las Vegas.Any of the top guys could go all the way.

Between the veterans with experience and one of thestrongest rookie classes I've seen, the caliber of these cowboysis just phenomenal. Kody Lostroh is a quiet kind of guy, and I

think he's slipped under a lot of people's radar in pastyears, but his talent is loud and clear and there isno reason he can't take the gold buckle.

Reigning World Champion Guilherme Marchicould be the first back-to-back champion, or re-serve world champion J.B. Mauney may finally beready to go all the way. Add talent like Wiley Pe-

tersen, Robson Palermo and Austin Meier into themix and anything can happen. This season it is any-

body's game, and I'm really proud to see how welleveryone is riding.

Having the draft at select events continues tomake the man vs. beast matchups more interesting. It is cool to seewhich cowboys do their homework and learn about the bulls, aswell as which cowboys take the big risks and which guys are morelikely to play it safe.

The PBR's main goal remains the same—to provide a platform forthe best bull riders to find their way to the top, no matter where inthe world they come from. We also want every event to be an af-fordable and exciting experience for the fans.

In 2009, we've smashed attendance records at our live eventsfrom coast-to-coast. I'm so glad we are able to bring our sport toour fans—new and old—and we appreciate you being a part of thePBR.

Welcome!I can’t even begin to tell you

what your support has meant tothe PBR so far this season.

This economy is tough on every-one, and it’s been particularlytough on the sports industry. Some

sports have even closed up shop.Yet incredibly, the PBR is not just surviving, but thriving. We’re up

nearly 20 percent in attendance over last year. That’s unheard of.Obviously, there are a number of reasons why. Our riders get

better every year. Our animal athletes continue to set new levels ofachievement. Our staff and road crew have managed to make usbigger and better, even with fewer resources.

Our sponsors continue to offer phenomenal support. They knowthat the PBR fan base is not just growing, but is composed of someof the most passionate, loyal people on earth. They know thatevery time you purchase a product or service from a PBR spon-sor, you’re investing in the health and future of this great sport.

But of course, the biggest reason we continue to set recordsis you. You come to our events, and watch us on television,and visit our Web site. Your passion for thesegreat athletes continues to grow. And believe me,they know it and appreciate it more than anyother athletes in any other sport.

As we finish out the 2009 Built Ford Tough Se-ries and head into the World Finals in Las Vegas,we have much to be thankful for. We have whatmay be the closest title race in history. We’ve been rel-atively free of major injuries. We have great cowboys,great bulls, and great sponsors.

But most of all, we have you.Maybe sometime in the future we’ll get to the point where we

have to deal with luxury boxes and stadium rights, with salary capsand free agents. If we do, great – it will be a sure sign of success.But if and when that time comes, I hope we never lose the bondthe PBR has with its fans.

From the beginning, sports have been of the people, by thepeople, and for the people. And we won’t forget that.

See you in Vegas!

CO-FOUNDER TY MURRAYCEO RANDY BERNARD

WELCOME

2009 BFTS SCHEDULE

WHEN WHATJanuary 2-3 Baltimore Invitational Baltimore, MDJanuary 9-11 Madison Square Garden Invitational New York, NYJanuary 16 Table Mountain Casino Invitational Fresno, CAJanuary 17-18 Sacramento Classic Sacramento, CAJanuary 24-25 Dallas Invitational Dallas, TXJanuary 30-31 North Carolina Invitational Winston-Salem, NCFebruary 06 Tampa Invitational Tampa, FLFebruary 7-8 Tallahassee Invitational Tallahassee, FLFebruary 13-15 Oklahoma City Invitational Oklahoma City, OKFebruary 20-21 Anaheim Invitational Anaheim, CAFebruary 22 Glendale Invitational Glendale, AZFebruary 27-Mar 1 St. Louis Invitational St. Louis, MOMarch 7-8 Kansas City Invitational Kansas City, MOMarch 14-15 Birmingham Invitational Birmingham, ALMarch 21-22 Tacoma Invitational Tacoma, WAMarch 27-29 Sandia Resort & Casino presents

the Ty Murray Invitational Albuquerque, NMApril 3-5 Nampa Invitational Nampa, IDApril 17-19 The NILE Invitational Billings, MTApril 24-25 Bass Pro Shops Shootout Omaha, NEMay 1-3 Worcester Classic Worcester, MAMay 8-9 Genuity Invitational Des Moines, IAMay 16-17 Ford F-150 Invitational

presented by Copenhagen Bull Riding Pueblo, COJuly 17-19 U.S. Border Patrol Invitational Tulsa, OKAugust 1-2 San Antonio Invitational San Antonio , TXAugust 15-16 Jack Daniel's Invitational Nashville, TNAugust 28-30 PBR World Cup - Barretos Barretos, BrazilSeptember 11-13 Copenhagen Bull Riding Invitational Reno, NVSeptember 19-20 Springfield Invitational Springfield, MOSeptember 26-27 Dickies Invitational Ontario, CAOctober 3-4 Portland Invitational Portland, OROctober 10-11 Columbus Invitational Columbus, OHOctober 16-18 Mohegan Sun Invitational Uncasville, CTOctober 30-Nov 1 2009 PBR Built Ford Tough World Finals Las Vegas, NVNovember 5-8 2009 PBR Built Ford Tough World Finals Las Vegas, NV


Follow the PBR on pbrnow.com for the most up-to-date schedule and events.Schedule subject to change without notice.

TICKETING: pbrnow.com/ticketing

WHERE

andywatson

A 90-point ride rains confetti on the fans in the stands.


PBR is heading to the Deep South for the 2009Copenhagen Bull Riding Challenger Tour Finalspresented by Dickies.

The premier event, PBR’s second biggestcompetition all year long, will be held at theGwinnett Center in Atlanta, Ga., from Nov.20-22. $500,000 will be up for grabs as thetop Challenger Tour riders compete against thetoughest bulls that the PBR has to offer.

Past Challenger Tour winners include 2008 and2007 Challenger Tour champion Clayton Williams(who has won over $800,000 at Challenger events)and superstar J.B. Mauney who won the championshipin 2006.

2007 and 2008 Challenger Champion Clayton Williamsrides Berger/Struve’s Evil Forces.


Previously, the PBR bull drafts were only held at three-dayevents. Due to its popularity, In 2009 the PBR will be featuring adraft at some one and two-day events. For the added draft events,riders will only choose their bulls for the Championship Round.

The bull rider who is in the lead will get to pick his bull first.Then, the remaining 14 contestants will pick their bulls, with therider in 15th position choosing last. This selection process will hap-pen during intermission.

Bull drafts add strategy to the sport. Bull riders match up theirskills with the traits of the bulls they like in order to obtain the high-est score possible.

“We have seen how popular these drafts are with our fans. Ithas been standing-room-only at the past several drafts, so wewanted to bring this excitement to more events across the coun-try,” stated PBR CEO Randy Bernard.

PBR Livestock Director Cody Lambert believes the draft systemoffers a new advantage to the fans. “It allows the fans to see thepersonalities of the cowboys and see which new riders want thechance to stick it on bulls like Reindeer Dippin’, and become ahero for riding him.”

The 2008 BFTS season marked the first time in PBR history thata rider could choose his bull in competition.

andywatson

PBR SCENE

If you thought Ty Murray could only two-step, think again! Murray is a hit on the popular ABC show “Dancing with the Stars.” De-spite a rough start, the “King of the Cowboys” was able to channel his inner “Lordof the Dance” and improved remarkably from week one to week six (when we wentto press).

“For me, taking part in Dancing with the Stars is about enjoying the process, hav-ing a good time and making sure you put in the work,” explained Murray, “but -above all - it's about always making sure you enjoy the trip.”

Murray outlasted many celebrities, including Belinda Carlisle, Holly Madison andDenise Richards. Murray's athletic ability and work ethic (and the loyal support ofhundreds of thousands of fans voting) helped to keep him in the competition.

Murray's wife, Jewel, was sidelined by stress fractures and could not compete onthe show with her professional dance partner. However she showed her support fromthe sidelines each performance.

THE PBR BULL DRAFT ADDS MORE EVENTS

TY SHAKES HIS GROOVE THING

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CHALLENGER TOUR FINALSHEADS TO ATLANTA

PBR Superstar Ross Coleman knows howto throw a party—he shoots for the stars!

The Fifth Annual Ross Coleman Invita-tional will be held on Aug. 6-8 and will onceagain benefit the Make-A-Wish Foundationof Oregon. Besides supporting a great

charity, the bull riding will feature livemusic, a Metal Mulisha Mo-

tocross freestyle demonstra-tion before the event andan auction.

“The event gotstarted because

my good buddyJack Peterkinhad cancer,”e x p l a i n e d

Coleman.“We had a meeting to

discuss how we couldhelp him and came up with

the idea to hold a PBR bull riding to ben-efit him.”

Folks from Coleman’s hometown of Mollala, Ore. came out tosee the PBR riders and to support Peterkin.That first event was ahuge success, and the next year it was decided that the moneyraised would go to the Make-A-Wish Foundation, which grants thewishes of children facing terminal and chronic diseases.

The Ross Coleman Invitational has raised over $400,000 duringthe last three years, including $127,000 for the Foundation. TheRoss Coleman Invitational starts with a team of horses driven by Pe-terkin (whose cancer is in remission) pulling a carriage filled with theguests of honor: the kids from the Make-A-Wish Foundation.

The weekend festivities will kick off with a Golf Tournament anda Kick-Off Party on August 6 with the Justin McBride Band. Eightycowboys will ride over the two-day event. Log ontorosscoleman.com or call 503-759-BULL to buy tickets. Tickets arejust $16 in advance.

With big money added (and no Built Ford Tough Series thatweekend), the best bull riders in the world will be headed to Mol-lala.

“The weather in the summer in Oregon is great and there is somuch to do. It will be a really fun weekend watching some of thetop bull riders and the top bulls—Chad Berger will be bringing twotrucks of bulls,” said Coleman. “Everyone should come out andsupport this good cause.”

ROSS COLEMAN MAKES-A-WISH

PBR.TV: ALL THE VIDEO THAT’S FIT TO WATCH

andywatson


You won’t have to wait for the weekend to watch the ToughestSport on Dirt anymore. PBR.TV, a new broadband network, will allowfans to watch hours of high-quality footage online. Tune in for high-light action from previous events. Watch behind-the scenes inter-

views with your favorite riders. Listen in to podcasts from Ty Murrayand Cody Lambert. Watch Flint Rasmussen’s “Outside the Barrel”show. It’s all there, it’s all new, and it’s all free.

Visit PBR.TV today.

Each year the PBR honors a select fewcowboys who have truly served as ambas-sadors of the sport. The PBR proudly an-nounced the next group of men who jointhis elite club, the recipients of the 2009Ring of Honor, earlier this season. Three-time PBR World Champion AdrianoMoraes (1994, 2001, 2006); two-time PBRWorld Champion Justin McBride (2005,2007); and PBR’s original “Iron Man” J.W.

Hart will be honored and receive theprestigious ring.

The induction ceremony will be heldon Friday, May 15, 2009 at the PBRHeadquarters in Pueblo, Colo. It isscheduled during the inaugural Wild,Wild West Fest which is being held inconjunction with the 2009 Ford F-150Shootout presented by CopenhagenBull Riding.

THE PBR RING OF HONOR: MORAES, HART & MCBRIDE

PBR SCENE

Ross Coleman attempts Corey &Horst/The Western Group's AcesHeart Breaker during the firstround of the 2009 Fresno BuiltFord Tough Series event.

Adriano Moraes, J.W. Hart and Justin McBride.

Flint Rasmussen is more than just an entertainer. Over the pastdecade he has become a superstar in his own right and a favorite withfans at every Built Ford Tough Series event. More importantly, Flint isa dedicated family man and a beloved member of the PBR family.

It came as a shock to everyone on March 11 to learnthat Flint had suffered a heart attack. Originally reportedas minor, his doctor later stated that if Flint hadn't beenin such good physical shape it probably would havekilled him.

“There is a little damage in my heart so I have to re-ally monitor my heart rate for about the next six

months,” shared Flint. “It’ll slow me down a little. I think I'll be fine.”Two stints were inserted (after he was transported by emergency

helicopter to a hospital) and Flint started rehab immediately. Scheduled

to return to the arena at the Billings, Mont. event on April 17, Flint isanxious to get back to work and excited that he'll be able to performat his home state event.

“I feel like I could take off and run 3 miles. But the hard part is thatis just not the reality,” said Flint. “I'm planning on finishing out thespring events and then during our time off I'll continue to recuperateand evaluate how I feel.”

During his time off, he'll get to spend more time with the peoplethat really matter—his wife Katie and two young daughters, ShelbyRae and Paige. “Every day is a gift,” affirmed Flint.

Flint wanted to assure his fans that he'll still be able to dance, al-though other aspects of his routine will need to change. “I won't berunning to the top of a stadium this spring but I'm not ruling it out forthe rest of my career!”

FLINT RASMUSSEN: DOWN — BUT NOT OUT

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an


Travis Briscoe rides D&H/Junk Bull Co.'s Grey Dog for 89 points duringthe first round of the 2008 PBR World Finals.

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Reese Cates celebrates a successful ride in the 2008 PBR World Finals. andywatson



The PBR and the sport of bullriding were forever changed onNovember 9 when two of the livinglegends of the sport retired. Three-time PBR World Champion Adri-ano Moraes and two-time PBRWorld Champion Justin McBride both called it quits at the conclu-sion of the 2008 PBR World Finals.

At 38 years of age, Moraes was the oldest man competing on theelite Built Ford Tough Series. It was no surprise that someone his agewould be ready to retire from the sport, but for fans and his fellow rid-ers, his retirement still seems somewhat surreal. For most of his careerMoraes has seemed larger than life, brazen and able to do the seem-ingly impossible time and time again.

“He’s won about everything you can win as far as a bull rider goes,”observed Cody Lambert, PBR Livestock Director and co-founder ofthe PBR. “When we had the first PBR Finals he was there and he wasour first PBR World Champion. In the couple of years that he com-peted in rodeos professionally, he went to the National Finals (Rodeo)twice and rode 19 out of 20 bulls; he was the National Finals Cham-pion both times. When they talk about the all-time greats, he’s rightup there at the top of the list.” Moraes has also won the ChallengerTour Champion title twice and is the second-highest money earner inPBR history with close to $3.5 million won.

McBride’s retirement, on the other hand, was rather sudden andunexpected. At 29 years of age and at the top of his game, most fansassumed he was nowhere near ready to hang up his chaps. One ofthe most decorated bull riders in PBR history, McBride crossed the $5million mark in career earnings in September, making him the richestcowboy in history.

“Justin is someone who stood out as a rookie because he had a tonof talent, and he had a lot of heart too,” nine-time World ChampionTy Murray said. “He’s the kind of guy I wanted to put my gear bagnext to in the locker room because he didn’t whine or make excuses.He did things the cowboy way—being tough and laying it on the lineeach time. You hate to see those guys leave the sport. Now he’sgoing out when he’s still at his best. It’s the perfect cap to a great ca-reer.”

“I think I’ve known I wanted to retire since last year after I rodeCamo at the PBR World Finals, but I also knew I would have to sit outfor seven months with my shoulder surgery,” confided McBride in LasVegas. “I decided to wait to see if I had the urge to come back andkeep riding. Now that I have ridden again this season, I can say it’stime. I don’t want to keep riding anymore.”

Moraes, on the other hand would have liked to continue to ride,but his body wouldn’t cooperate with his heart. “I cannot focus. I can-not concentrate. My reflexes are slow. I am working on it, but it is notcoming back,” stated Moraes half-way through the 2008 season.“Knowing you can’t do it anymore, due to circumstances, is heart-breaking and frustrating. Totally frustrating. This year has been terri-ble so far.”

The year did improve, with Moraes winning a Built Ford Tough Se-ries event and easily qualifying for the World Finals in 20th place. Buta back injury limited his ability to exercise earlier in the season and

then a broken finger on his ridinghand made the last events of theseason, and the PBR World Finals,difficult.

“I wasn’t able to give 100%. Iwanted to go out on top but my

body just couldn’t do it,” he related. Moraes was bucked off GreyDog in Round Seven and didn’t have a high enough score to make itback to the Championship Round.

1997 PBR World Champion Michael Gaffney reflected on Moraes.“He was a major player in building the PBR up to where it is today.His talent and charisma attracted so many fans to the sport. From thestart he has been approachable and positive. He has such a strengthof character and strong moral conviction that people really look up tohim. His ability and attitude really fuels others as well.”

“Adriano is a true legend,” added PBR CEO Randy Bernard, “andhas rewritten the history books on professional bull riding. He took achance and flew over here from Brazil in the late 80s not speakingany English, very poor, but with a passion for riding bulls. His abilityalong with his passion helped him become one of the greatest, if notthe greatest, bull riders of all time.”

McBride sat out the first seven months of the 2008 Built Ford ToughSeries. Competing in just seven regular-season events, the Oklahomacowboy won two event titles—Tulsa and Nashville— and qualifiedfor the PBR World Finals in 35th place. McBride made it back to theChampionship Round of the World Finals where he took his final rideon Voodoo Child, who bucked him off before the whistle. McBridehad ridden Voodoo Child successfully in Tulsa to win the event. He isthe only man to have ever successfully ridden the great bull.

Throughout his 10-year career, McBride set an extensive list ofrecords, including 32 career event wins; the most money earned in asingle season ($1,835,321); and eight single season event wins (in2007).

“He’s going out when he can still ride the rankest bulls in theworld,” said longtime friend and fellow competitor Brendon Clark ofMcBride. “ He wants to quit while he’s still the best, and that’s the bigthing, I think. It’s the same reason Ty Murray retired.”

Regardless of how many superstars there are in the PBR, Moraesand McBride will undoubtedly be missed. But both men plan on stay-ing close to their extended PBR family.

McBride is looking forward to more time at home with his wife Jilland their daughter. He will continue to pursue his country music andtelevision broadcast careers.

Moraes and his wife Flavia are planning on keeping their family inthe U.S. and Moraes hopes to become even more involved with thesport and organization he loves. “We’ll stay here. The boys are all inschool and they are really more American than Brazilian now,” Moraesrevealed. “I have my ranches, my cows and my breeding programstarted. And I hope I can find a role to stay involved in the PBR here.Next year I will be going to Brazil more to help with PBR Brazil. Theyare growing really fast.”

Moraes and McBride have their names in the PBR record bookmore than any other men. They are part of the PBR’s celebrated his-tory and part of its future as well— just not atop a bucking bull.

ADRIANOMORAES & JUSTIN MCBRIDEby Susan Bedford

Riding into Retirement

Moraes and McBride have theirnames in the PBR record bookmore than any other cowboys.

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mattb

rene

man

Alternate bullfighter Jesse Byrne tries to avoid a shot in the shorts asFrank Newsom prepares to assist during the 2008 PBR World Finals.


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AMERICANBUCKINGBULL.COM

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PBR SPONSORS

Your friends at Jack Daniel’s remind you to please drink responsibly.


2009 Ford F-150 ChallengeFord is proud to sponsor the 2009 Ford F-150 Challenge, which gives the winners of the 33 Built

Ford Tough Series regular season events a chance to compete at the World Finals for a 2009 FordF-150 Truck. The rider with the highest average during World Finals wins the new truck.

Robson Palermo (Rio Branco, Acre, Brazil) earned $50,000 toward the purchase of a new 2009Ford Super Duty last year by collecting a total of 625.25 points and winning the average at the 2008Built Ford Tough World Finals.

Ford Trucks Moment of TruthEvery PBR event is composed of at least one long round, where all 40 riders take a spin, and the Built Ford Tough

Championship Round, in which only the top 15 may ride. The rider who emerges from the long round(s) in first placehas a shot at $5,000 — if he goes on to win the event. If he doesn’t, the 5 Grand goes back into the pot.

In 2007, Kasey Hayes got his Moment of Truth in Atlanta, walking away with a hefty $50,000.

Enterprise Ride with the BestGoing into the short-go on top is an enviable thing. This year, Enterprise Rent-A-Car will award

$5,000 to the cowboy who won the previous event’s long rounds…IF he covers his bulls. Everytime he covers in the long round, he’ll net 5 Large. If he doesn’t, his four-legged opponent claimsthe check for his owner.

During the PBR World Finals round seven, Justin McBride, the winner of round six of the event,rode the bull Pearl Snap of Boyd-Floyd Bull Company; the $5,000 bonus was awarded to McBride.This was the last qualified ride for Justin McBride's lucrative career.

Copenhagen Bull Riding 90-Point ClubAny score over 90 points is a home run in bull riding. Copenhagen celebrates these

stellar achievements by letting every rider with a 90-point score share in a $90,000 bonuspool at the end of the year. The man with the most scores of 90 points and above earnsa hefty $10,000 on top of that.

Guilherme Marchi had a high of 13 90-point rides in the 2008 season to earn the$10,000 bonus.

Salem NationaLease Bull of the EventThe stock contractor who owns or controls the bull that receives the highest average score at each

Built Ford Tough Series regular-season event earns $1,250 from Salem Nationalease.

Daisy Rookies of the YearThat’s right—rookies. Plural. Daisy is proud to honor both the man and beast

who top all other freshmen each season. The first-year rider who wins the mostmoney through the regular season and the World Finals pockets a tidy $10,000, while therookie bull with the highest average score at the Finals earns $5,000 for his owners.

Reese Cates (Carthage, Texas) finally got to cash his check for $10,000 for being the PBR's2008 Daisy Rookie of the Year, after a close race all year with three other rookies. Cates cap-tured the title at the 2008 World Finals. In 2008, Reese Cates earned $169,924.

2008 Daisy Rookie Bull of the Year:Unabomber of Eno/Kubinchak Bucking Bulls took home top honors in the 2008 Daisy Rookie Bull of the Year

Award and put another $5,000 in the bank as the first-year bull that had the highest average bull score at the 2008Built Ford Tough World Finals (based on a minimum of two scores).

SPONSOR BONUS PROGRAMS

The Authority on Breeding, Buying and Bucking Bulls.

bullpenmagazine.com

8 seconds 2009 round 2

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