An Entertainment Abuses Article used with permission from All-Creatures.org


Read and learn more about the powerful letter that Christian Animal Rights Association and partner organizations are sending to sponsors of Professional Bull Riders urging them to withdraw their support.


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40+ Animal Protection Organizations Ask for Corporations to Stop Sponsoring Professional Bull Riders (PBR)
From Matthew A. King, President, Christian Animal Rights Association (CARA), ChristianAnimalRights.com
January 2026

bull in pen
Photo Credit: Jordan Rivers / We Animals


https://docs.google.com/forms/d/e/1FAIpQLSe3RKLph1pjo1Qg5jj8vvIErtltHGTEnOLhvepJElnjQzGUVQ/viewform?usp=header

Sponsors Are Being Held Accountable for the Harm They Support

40+ Animal Protection Organizations are calling on all sponsors to withdraw support and publicly distance themselves from Professional Bull Riders (PBR) because of the inherent animal cruelty involved with bull riding. Bull riding causes long term damage to the spines and pelvises of these animals. Additionally, bulls experience stress, fear, and panic at these events and are irritated, annoyed, and caused discomfort by the equipment used (specifically the flank strap). Bull-riding causes physical and emotional harm to these animals for the mere sake of human entertainment.

Sponsors still aligned with PBR Risk:

  • Significant reputational damage
  • Public backlash from community and animal-welfare advocates
  • Association with animal cruelty for the mere sake of human entertainment

CARA and partner organizations will continue outreach to ensure companies understand these risks and act accordingly.

Current Sponsors of Professional Bull Riders (PBR):
Progressive Insurance
Sonic
Monster Energy
Cooper Tires
GOVX
Can-Am
Pendleton Whisky
YETI
BeatBox
Kubota
Busch Light
Farming Simulator
EZ-Access
Grizzly Nicotine Pouches
FRE Nicotine Pouches
MGM Rewards
Peak Performance
RAM
Horse Soldier Bourbon
Lincoln Welders
Veteran Benefits Guide (VBG)
VeChain
Silencer Shop
Modo Casino

Please End Your Sponsorship with Professional Bull Riders (PBR)

We, the undersigned organizations, urge Horse Soldier Bourbon to publicly commit to not sponsoring Professional Bull Riders (PBR). Sponsoring PBR connects your brand to the suffering of animals for the mere sake of entertainment.

A. The bucking seen in these animals causes a great deal of long-term damage to their spines and pelvises. For instance, a 2017 study concluded, ‘Results indicated bucking bulls were more likely than nonbucking bulls to develop horn and sinus disorders and musculoskeletal disorders of the vertebral region and pelvic limbs.' (1)

B. One notable source states, ‘Based on observed behaviour, the evidence indicates that bull riding is a stressful, frightening experience for the bull: there is no evidence that the bulls ‘enjoy’ the experience.’ (2)

C. Another source states, ‘...cattle are prey animals and their reaction to being ridden in this way is the same as their reaction to being attacked by a predator, a situation where they experience increased fear, stress and panic.’ (3)

D. An entire veterinary coalition stated, ‘Behaviours indicating distress during bucking events include...excessive, mucoid salivation, tail swishing, fixed stare, mouth gaping and tongue protrusion in bulls.’ (4) These are very common symptoms one can see at PBR events.

E. Professional Bull Riders (PBR) uses flank straps on the animals. Bulls do not buck in such an exaggerated fashion like this naturally – they do it because of the ‘flank strap’ – also known as the ‘flank rope.’ The strap is cinched around the animal's sensitive abdomen. This strap is designed to annoy the bull and cause them to try to kick it off – which results in an exaggerated bucking behavior. Several studies indicate this:

A study regarding bull-riding: ‘There is likely to be discomfort or irritation from the flank strap and the chest rope.’ (5)

One study puts it very bluntly: ‘The purpose of the flank rope is to produce an annoyance to the bull.’ (6)

F. Rodeos (including bull-riding) are so cruel that even former athletes have spoken out against them. For instance, the former bronc-rider turned veterinarian, Peggy W. Larson, stated, "Drawing on all of this expertise and experience, I can confidently say that rodeo is a cruel and archaic form of entertainment that should be outlawed." (7)

G. An entire veterinary coalition states: ‘In contrast to this, rodeos normalise cruelty, supported by the legality and promotion of these events.... The inherent nature of rodeo events results in animal cruelty.’ (8)

H. ‘The German Association of Veterinarians for the Protection of Animals analysed video footage of bucking behaviour and recommended that bull riding should be prohibited.’ (8)

I. The Royal Society for the Protection from Cruelty to Animals (RSPCA) states: ‘All rodeo events will cause stress, fear and pain as well as injure animals for the sake of sport and entertainment. Subjecting cattle ... to these experiences is not justified.’ (9)

J. Bulls have suffered fatal injuries and PBR has been documented as lying about the fate of the bulls they have injured and killed. (10)

H. At one of PBR’s events in 2022, a bull ended up with a fractured leg and then was dragged from the site with a rope around his legs and neck. (11)

Why Horse Soldier Bourbon must no longer sponsor Professional Bull Riders (PBR):

  1. Your sponsorship ties your brand to a documented pattern of animal cruelty and suffering.
  2. Your sponsorship ties your brand to an organization that lies and does not take accountability for its wrongdoing.
  3. Your sponsorship ties your brand to bull-riding, which is inherently harmful, dangerous, and distressing to animals.

For these reasons, we strongly urge Horse Soldier Bourbon to publicly decline further sponsorship of Professional Bull Riders (PBR) and show consumers that your company stands for compassion, responsibility, and humane values.

Sincerely,

  • Last Chance for Animals
  • In Defense of Animals
  • SHowing Animals Respect & Kindness (SHARK)
  • League of Humane Voters® of New York
  • Animal Outlook
  • World Animal Protection
  • Direct Action Everywhere (DXE)
  • Animal Activism Collective
  • Pro-Animal Future
  • Voters For Animal Rights
  • Iowa Farm Sanctuary
  • Compassionate Alliance for Nonhumans (CAN)
  • Humane Long Island
  • Massachusetts Society for the Prevention of Cruelty to Animals (MSPCA)
  • Chainsaw Boston
  • Sanctuary Education Advisory Specialists (SEAS)
  • Animal Save Movement
  • Rise for Animals
  • Columbus Animal Advocates
  • Hope Haven Farm Sanctuary
  • Animal Alliance Network
  • New Yorkers for Clean, Livable, and Safe Streets (NYCLASS)
  • Positive Change for Animals
  • TheirTurn
  • Animal Interfaith Alliance
  • Animal Protection Affiliates
  • Out to Pasture Animal Sanctuary
  • Berkeley Animal Rights Center & Direct Action Everywhere SF Bay Area
  • Western Massachusetts Animal Rights Advocates (WMARA)
  • Humane Action Pennsylvania
  • Christian Animal Rights Association
  • Pittsburgh Animal Defenders
  • Revolution Philadelphia
  • Social Compassion in Legislation
  • New Hampshire Animal Rights League
  • Greater Palm Springs Animal Allies
  • Animal Protection League of New Jersey
  • Boston Animal Advocates
  • Strategic Action For Animals
  • Ballydidean Farm Sanctuary
  • Animal Rights Foundation of Florida
  • Desert Wildlife Center
  • ACTION FOR ANIMALS, Oakland, CA
  • Humane Voters of Washington
  1. https://avmajournals.avma.org/view/journals/javma/250/11/javma.250.11.1302.xml
  2. https://kb.rspca.org.au/knowledge-base/what-are-the-animal-welfare-issues-associated-with-bull-riding/
  3. https://kb.rspca.org.au/knowledge-base/what-are-the-animal-welfare-issues-with-rodeos/
  4. https://www.sentient.org.au/rodeos
  5. https://www.mpi.govt.nz/dmsdocument/46132-NAWAC-RODEO-5-DOMAINS-WORKSHOP-REPORT
  6. https://oaktrust.library.tamu.edu/server/api/core/bitstreams/39432f57-0d7c-44db-96b5-003f56fee54b/content
  7. https://www.animals24-7.org/2024/01/18/it-is-time-to-make-rodeo-illegal-by-peggy-w-larson-dvm-ms-path-jd/
  8. https://www.sentient.org.au/rodeos
  9. https://kb.rspca.org.au/knowledge-base/what-are-the-animal-welfare-issues-with-rodeos/
  10. https://www.youtube.com/watch?v=f3qeUwRh63s
  11. https://www.post-gazette.com/opinion/guest-columns/2024/10/18/ppg-paints-arena-rodeo-bull-riding-animal-cruelty-rights-matthew-king/stories/202410110013

Posted on All-Creatures.org: January 19, 2026
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