OpenBet Brings Official Pricing and Odds to PBR Events

OpenBet, a leading sports betting entertainment provider, is set to offer official pricing and odds on PBR (Professional Bull Riders) events for the first time, marking a significant step for the sport towards legal and official betting.

Significant step

In collaboration with Endeavor-owned properties, OpenBet will introduce exciting betting opportunities for fans, commencing with the upcoming 2023 PBR Team Series. The bull riding league’s second 11-event season is scheduled to open on July 24-25 in Cheyenne, Wyoming. Through its unrivaled pricing, trading, and data services, OpenBet will create, price, and distribute odds for PBR events, with a primary focus on PBR Teams, the elite Unleash The Beast, and the highly anticipated World Finals.

To further enhance the betting experience and support regulated sportsbooks, OpenBet has joined forces with ALT Sports Data, a provider of various sports betting services to the alternative sports industry. Together, they will provide affiliate marketing services for PBR, referring players to the authorized sports books.

Don Jaques, Vice President of Strategy at OpenBet, expressed excitement about working with Endeavor’s dynamic sports property: “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. By building official algorithm and data-driven pricing and markets, we will enhance the PBR betting experience, and help drive reach and fan engagement”

Tremendous potential

Josh Baker, Chief Revenue Officer of PBR, highlighted the tremendous potential of the PBR betting market: “PBR betting is now approved in 11 states, providing an untapped betting market for a sport with nonstop excitement and drama. 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. Open Bet and ALT Sports Data solve that challenge, allowing PBR to enter an extremely viable market.”

With the sport’s growing popularity, the year 2023 has witnessed PBR achieve its best start in its 30-year history. Hosting over 775,000 fans across its top two U.S. tours from January to May, including 30 sold-out events, PBR continues its charge into the mainstream. Following the success of the premier Unleash The Beast season in May, the PBR Team Series is eagerly gearing up for its second season launch in late July.

Beyond the arena, PBR is diversifying its offerings with the opening of its 13th PBR Cowboy Bar in Miami, the launch of the captivating Western sport and lifestyle magazine “Gold Buckle,” and the premiere of “The Ride,” an engaging docuseries on Prime Video. These initiatives are testament to PBR’s commitment to capturing the hearts of fans and expanding its influence in the world of sports and entertainment.