NEW YORK, N.Y. (Nov. 5, 2009) — The Professional Bull Riders, Inc. (PBR) is excited to announce the dates for the 2010 PBR Built Ford Tough World Finals in Las Vegas, Nev. Instead of a two weekend competition, the 2010 event will run at the Thomas & Mack Center for five consecutive performances of non-stop action.

The top 40 bull riders in the world will compete from Wednesday, October 20, to Sunday, October 24all looking to etch their name in the PBR history books and take home the $1 million bonus and the coveted gold buckle.

"All of the elements — from fan convenience to rider and bull logistics to production issues — just made sense," said PBR Chief Executive Officer (CEO) Randy Bernard. "This is not only the most efficient approach, but it ensures that we can provide our fans with the best overall experience, whether they're here in Las Vegas or watching at home."

Tickets for this world-class event will be available exclusively to TeamPBR Fan Club members, beginning on Tuesday, November 10 thru Thursday, November 12. Tickets can be purchased by phone at 866.PBR.SHOW. To become a TeamPBR Fan Club member and enjoy privileges such as purchasing tickets to all Built Ford Tough Series events before the general public, access to the Official Fan Club Mixer, and more, please visit http://www.teampbr.com.

Beginning on Friday, November 13, the general public will have access to tickets by phone at 866.PBR.SHOW or online at www.unlvtickets.com. A ticket will guarantee over two hours of non-stop action as the top 40 bull riders in the world take on the toughest bulls the PBR has to offer in a production filled with rock & roll music, pyrotechnics, and an up close and personal view of The Toughest Sport on Earth!

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About the Professional Bull Riders, Inc. (PBR):
PBR attracts over 1.7 million live attendees each year with its multi-tiered event structure which includes the prestigious Built Ford Tough Series, the Copenhagen Bull Riding Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants. With over 450 hours of prime time programming annually and a viewership of 100 million, PBR ranks among the most prolific sports on air and broadcasts on FOX, NBC, VERSUS, and on a host of foreign networks across the globe. The PBR is headquartered in Pueblo, Colo., with additional offices in Australia, Brazil, Canada, and Mexico, and prides itself in its 1,000 plus stock contractor relationships and over 1,200 PBR bull riders competing in more than 300 PBR sanctioned competitions across the five countries.

For more on the PBR, please visit www.pbrnow.com, www.teampbr.com, myspace.com/pbr_bfts, twitter/teampbr, facebook/professionalbullriders, or www.pbrnow.com/worldfinals/.