Bull Riding Goes Immersive with Cosm, PBR Deal By Ken Kerschbaumer
Tuesday, June 3, 2025 - 11:21 am
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Cosm and PBR (Professional Bull Riders) will present four PBR Teams league events this summer in Shared Reality at Cosm's experiential venues, located in Dallas (Grandscape) and Los Angeles (Hollywood Park).
Beginning with PBR Camping World Team Series: Duluth on July 27, Cosm will transport Western sports fans inside the arena and onto the dirt to experience the thrill of watching the world's most talented riders go head-to-head with powerful bulls born to buck. By leveraging its innovative camera and production technology to capture and feed live content back to its 87-foot-diameter 12K+ LED domes, Cosm will provide fans with never-before-accessed vantage points, moving them closer than ever before to the most thrilling and unpredictable 8 seconds in sports.
Until now you'd have to be a rider, a bull, a bull fighter, or the entertainer to get this close to the action, says Sean Gleason, CEO and Commissioner at PBR. Every sports fan will want to experience the speed, power, and incredible athleticism of our bulls and bull riders in Cosm's unparalleled presentation.
Following Duluth, Cosm and PBR will then showcase three additional PBR Camping World Team Series events throughout the summer: Freedom Days in Sunrise, FL (August 10), Stampede Days in Nashville, TN (August 17), and Gambler Days in Austin, TX (August 24).
At our core, our mission is to transport guests to places that they've never been able to access before, and in this case, a space that has traditionally been off limits except to elite athletes, adds Peter Murphy, Senior Vice President of Media and Content at Cosm. We are thrilled to be able to showcase the incredible feat of bull riding to new and old Western sports fans alike, delivering new angles that promise to give a new appreciation to the sport.
To enhance the PBR experience in Shared Reality and transport guest to the events, additional bull riding elements will be integrated throughout Cosm's venues, including specialty barbecue food options, whiskey and beer tastings available for purchase, PBR merchandise giveaways, and mechanical bull riding.
The PBR Teams league, which debuted in June 2022, takes what was nearly 30 years of an individual sport and puts riders on teams. The world's best riders compete on teams in 5-on-5 head-to-head bull riding games during a 12-event regular season culminating in a championship at T-Mobile Arena in Las Vegas in October. Ten teams compete in the league: the Arizona Ridge Riders, Austin Gamblers, Carolina Cowboys, Florida Freedom, Kansas City Outlaws, Missouri Thunder, Nashville Stampede, New York Mavericks, Oklahoma Wildcatters, and Texas Rattlers.
PBR is owned by TKO Group Holdings, the parent company of UFC and WWE, both of which are partners of Cosm.
Cosm opened its first venue in Los Angeles at Hollywood Park, adjacent to SoFi Stadium, in July 2024, and second venue in Dallas at The Colony's Grandscape in August 2024. The company recently began construction on its third venue in downtown Atlanta's Centennial Yards as well as its fourth venue in downtown Detroit, adjacent to Campus Martius, both of which are expected to open in 2026.
Tickets to experience PBR at Cosm can be purchased now on Cosm.com or via Cosm's fully integrated app, which is available in the App Store and on the Google Play Store
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Bull Riding Goes Immersive with Cosm, PBR Deal By Ken Kerschbaumer 
