As NIL squeezes college budgets, is PBR the answer?
Last July, PBR’s high-stakes Last Cowboy Standingstormed into Colorado State University’s Canvas Stadium – and the results were a hit. Each night ended with a live concert, featuring performances by Cross Canadian Ragweed and Jon Pardi. The event drew 23,780 fans and generated $5.67 million in ticket sales, lodging, and visitor spending, according to Visit Fort Collins.
That success didn’t go unnoticed. Now, in partnership with Florida State University, PBR is taking the cowboys and bulls to the ACC when its premier Unleash The Beast tour heads to Doak S. Campbell Stadium on March 13–14, 2026 for a Major with a $200,000 total purse…