Professional Bull Riders (PBR), the international association for the sport, has signed a deal with digital agency 4Front to boost ticket sales.

Under the agreement, 4Front, which already partners with clients including the NBA’s Cleveland Cavaliers, Hendrick Motorsports, IMG College, Minor League Baseball, NFL’s Raiders and Richmond Raceway, will handle all of PBR’s digital media strategy and campaigns to drive sales.

The firm has reportedly managed more than 900 digital media ticket sales campaigns for sports and entertainment properties with an average return-on-ad-spend (ROAS) of $6 to $1.

“PBR is so excited to announce our partnership with 4FRONT,” said Ellen Newberg, senior vice president of event marketing for PBR. “4FRONT has unmatched expertise and a proven track record of success in using data and digital platforms to drive ticket sales. They are the perfect digital agency of record for PBR to accelerate the growth we’re experiencing. It’s going to be a great partnership.”

The Chicago-based company claims to have “transformed the digital strategies” for client partners like the BIG EAST NCAA Conference, the NFL’s Chicago Bears, FELD Entertainment, the NBA’s Oklahoma City Thunder and UFC in how they use analytics and digital processes and platforms to grow their fan bases, drive incremental and measurable ticket sales.

Brooks Byers, director of digital for 4FRONT and PBR account lead, said: “4FRONT is a team of passionate marketers and revenue-generators that are committed to bring the same toughness, grit and can-do attitude of PBR riders mixed with an intellect and data-centric approach to be a 24/7 world-class digital partner for PBR.

“Our 4FRONT team across the country in Chicago, Dallas and Denver will work passionately to ‘Unleash the Beast’ to bring our experience, technology and unmatched work ethic to open the chute to the digital arena for a new era of growth for America’s original extreme sport.”

Image: Doug Wertman