Yamaha Joins Forces with Professional Bull Riders

The Professional Bull Riders Inc. (PBR) is proud to announce
an exciting new alliance with Yamaha Motor Corp. Yamaha has signed on as the new
official all-terrain vehicle (ATV) and side-by-side (SxS) vehicle of the
PBR.

“We are very excited to have formed an alliance with the PBR,” said
Mike Martinez, general manager of ATV and SxS operations for Yamaha. “The two
toughest things on the planet are Yamaha vehicles and professional bull riders,
so it made perfect sense to come on board as the official ATV and SxS of the
PBR. Fans of the PBR expect the best in the entertainment they choose and
the products they use. With Yamaha and the PBR, we have them covered on both
counts.”

Randy Bernard, CEO of the PBR, explained: “Yamaha’s
partnership with the PBR is particularly exciting because PBR fans have a strong
tendency toward the outdoor lifestyle. Consequently, the similarity of the PBR
customer demographic and Yamaha’s ATV and SxS target audience makes this
relationship particularly attractive. We are extremely proud to have Yamaha as a
partner.”

The agreement between Yamaha and the PBR represents a
comprehensive sponsorship package including media and television components.
Yamaha will gain extensive in-arena exposure at live Built Ford Tough Series
events. Yamaha will have multiple vehicles at each tour stop, one of which will
be displayed on
the coliseum concourse, while another prepares the arena
surface during select section breaks. In addition to display units at select
events, Yamaha will also gain Web site and advertising exposure as part of the
new agreement.