Pabst Blue Ribbon has become the exclusive beer partner of Professional Bull Riding. The multi-year partnership includes signage at all Built Ford Tough Series events, where the Pabst Blue Ribbon tall boy can will be integrated throughout the arena. Professional Bull Riding also will introduce the first Pabst Blue Ribbon Bull Award, which will recognize the most outstanding bull performance at each event based on athleticism, strength and speed. In eight key markets, Pabst Blue Ribbon also will host the “Pabst Party Zone,” an exclusive fan experience that will give attendees the opportunity to go behind the scenes with professional bull riders while enjoying a Pabst Blue Ribbon.