The PBR (Professional Bull Riders), ASM Global and Stockyards Heritage Development Co. today announced their new joint venture to operate the historic Cowtown Coliseum and to expand entertainment programming and marketing partnerships within the National Historic District.
Through this landmark partnership, PBR, ASM Global and Stockyards Heritage Development Co, a partnership between Majestic Realty Co. and The Hickman Companies, will exclusively manage and promote Cowtown Coliseum and portions of the surrounding historic District, including event programming, sponsorship opportunities, venue rentals, operations, marketing and enhanced guest experience initiatives.
In addition, PBR will produce dozens of western sports events at Cowtown Coliseum annually, as well as concerts, live entertainment and other western lifestyle content. This programming will also be broadcast on PBR’s various media distribution channels. Collaborating with ASM and Stockyards Heritage Development Co., PBR will lead sponsorship sales and brand activations for the venue and surrounding District. ASM Global – the world’s leading producer of entertainment experiences – will oversee day to day operations of Cowtown Coliseum, programming of non-PBR events, and the development of unique VIP experiences. Stockyards Heritage Development Co. will activate their real estate and assets in the Fort Worth Stockyards to create an unparalleled event and leisure destination.
