The PBR (Professional Bull Riders), ASM Global and Stockyards Heritage Development Co. have announced a new joint venture to operate the historic Cowtown Coliseum and to expand entertainment programming and marketing partnerships within the National Historic District in Fort Worth, Texas.
The three entities will exclusively manage and promote Cowtown Coliseum and portions of the surrounding historic District including event programming, sponsorship opportunities, venue rentals, operations, marketing and enhanced guest experience initiatives. In addition, PBR will produce dozens of western sports events at Cowtown Coliseum annually as well as concerts, live entertainment and other western lifestyle content.
“PBR is honored to partner with ASM Global and Stockyards Heritage Development Co. to expand the entertainment options in the already vibrant Cowtown Coliseum and surrounding District as a global tourist destination,” said Sean Gleason, PBR commissioner and chief executive officer. “This partnership adds to PBR’s content and media strategy by providing another great platform to bring western sports and lifestyle content to a broader audience through our media distribution channels.”
Under the partnership, PBR will lead sponsorship sales and brand activations for the venue and surrounding area. ASM Global will oversee the daily operations of the Coliseum and Stockyards Heritage Development Co. will activate real estate and assets in the area, which currently attracts more than 4.7 million visitors a year.
“As ASM Global focuses on creating unique and valuable experiences for our customers, we’re very excited about forging this first-of-its kind project through a dream-team partnership in Fort Worth,” said Bob Newman, chairman of ASM Global. “The Stockyards are truly a one-of-a-kind international western destination. By combining a rich historical past committed to western heritage, new investments in cutting-edge experiences, and compelling new programming being developed, the possibilities expanding the District are virtually limitless.”
Cowtown Coliseum opened in 1908 and hosted the first indoor rodeo in 1918. It hosted its first PBR premier series event in 1993 and now hosts Stockyards Championship Rodeo nearly every Friday and Saturday. The venue seats approximately 3,000 when VIP Club and Reserved areas are included.
“This announcement and partnership is fantastic news for Fort Worth, both for the people who hang their hat here and the ones who will visit and experience our unique style,” said Mayor Betsy Price. “As the city of cowboys and culture, there is no better home for this venture than Fort Worth.”