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Monster athletes compete in the 2016 Built Ford Tough Series


Jul 252016

The Monster Energy brand is well represented in the U.S. when it comes to professional bull riding and in recent years the iconic green M made its mark in Brazil too. Now it’s impacting Canada. Just weeks before the launch of the Monster Energy Canada Tour, reigning PBR World Champion and Monster Energy bull rider J.B. Mauney was competing at the Calgary Stampede. Mauney has ridden there every year since 2007. He won the legendary event twice before – 2009 and again in 2013 – and was looking for a third victory in 2016..

““the greatest show, it’s not just a rodeo.””

The North Carolina native won Pool B with a dominating 4-for-4 performance, including a pair of back-to-back round wins. He won the opening round of the pool with an 88-point effort on Heaven’s Basement and followed up with a second round win in as many days with 89 points on Flight Plan.


He closed out the pool with 84.5 points on Huggie Bear and 84 points on Kish You.


“I haven’t known any bull I’ve been on since I’ve been up here,” said Mauney, who gave away one of his two prized bronze statues to a young and unsuspecting autograph seeker. It’s not the first time in his career that Mauney has offered such a gesture to a child.


In an interview with, Mauney said the mid-summer event is “the greatest show, it’s not just a rodeo.”


Unfortunately, after riding his way into contention for the $100,000 and a chance to be the first bull rider in history to win the 100-plus year old rodeo three time, he bucked off Checkered Flag to end his week.


Monster Energy teammate Robson Palermo was also in Calgary.


He was 2-for-4, but missed out on Sunday’s final two rounds.


However, Monster Energy will still be well-represented north of the U.S. border with a seven-city fall PBR tour that begins August 20 in Ottawa, Ontario.


Other cities scheduled on the PBR Monster Energy Canada Tour include London, Ontario; Hamilton, Ontario; Winnipeg, Manitoba; Calgary; Abbotsford, British Columbia and Saskatoon, Saskatchewan. 


“It’s been said PBR is the original extreme sport,” said Nelson Phillips, Director of Marketing for Monster Energy, in a statement, “and that’s a perfect match for our brand. Becoming title sponsor for this growing sport’s national tour across Canada is an extraordinary opportunity for Monster Energy.”


The tour will pay out $25,000 to each of the event winners along with an additional $25,000 to the series champion – the top overall point-earner after all seven events – who will also qualify for the PBR World Finals in Las Vegas.


According to the PBR, they’ve been hosting events in Canada since 1996, but the Monster Energy sponsored tour “marks the first unified competitive PBR series traveling across the country and televised throughout the season.”


All seven events will be telecast in Canada on TSN/RDS.


PBR CEO Sean Gleason said, “The PBR Monster Energy Canada Tour is an important part of our global growth strategy.”