OpenBet to provide official odds and pricing for Professional Bull Riding

(PRESS RELEASE) -- Sports betting entertainment provider OpenBet will provide official pricing and odds on PBR (Professional Bull Riders) events for the first time, allowing the sport to pursue legal and official betting.

Together, the two Endeavor-owned properties will offer new betting opportunities for fans, starting with next week’s 2023 PBR Team Series when the bull riding league opens its second 11-event season 24-25 July in Cheyenne, Wyoming. OpenBet will use its unrivalled pricing, trading, and data services to price, create, and distribute odds for PBR events, initially focused on PBR Teams, the elite Unleash The Beast, and its marquee World Finals.

OpenBet has also partnered with ALT Sports Data, a provider of various sports betting services to the alternative sports industry, to provide affiliate marketing services for PBR, referring players to regulated sports books.

“We are delighted to work with one of Endeavor’s most exciting sports properties and deliver official pricing and odds for PBR fans, players, and sportsbooks for the first time,” said Don Jaques, Vice President of Strategy at OpenBet. “By building official algorithm and data-driven pricing and markets, we will enhance the PBR betting experience, and help drive reach and fan engagement.”

Continuing its charge into the mainstream, in 2023 PBR is off to the organization’s best start in its 30-year history, hosting more than 775,000 fans across its top two U.S. tours January – May, including 30 sold-out events. Following the completion of the premier Unleash The Beast season in May, the PBR Team Series will open its second season in late July.

“PBR betting is now approved in 11 states, providing an untapped betting market for a sport with nonstop excitement and drama,” said Josh Baker, Chief Revenue Officer, PBR. “Research shows PBR fans are 89% more likely to bet on sports than the general public. Until now, those setting the odds for PBR have lacked the complete data and necessary understanding of the sport of Professional Bull Riding. OpenBet and ALT Sports Data solve that challenge, allowing PBR to enter an extremely viable market.”

Off the dirt, the sport is expanding with its 13th PBR Cowboy Bar that opened in Miami, the recent launch of its new Western sport and lifestyle magazine Gold Buckle, and the premiere of “The Ride,” a breakout docuseries on Prime Video.