Cypress, CA — February 16, 2007 — Yamaha Motor Corporation, U.S.A. and The Professional Bull Riders, Inc. (PBR) are pleased to announce the renewal of their sponsorship agreement for the PBR’s 2007 and 2008 seasons. The 2007 series kicked off January 6 at Madison Square Garden in New York City. Through the ongoing partnership, Yamaha will further communicate its message of building the toughest ATV and Side-by-Side (SxS) vehicles in the world.

“PBR events are an excellent venue for showcasing Yamaha ATV and SxS vehicles, and we’re excited to continue to align our products with such a well respected brand, said Mike Martinez, Yamaha General Manager of ATV and SxS Operations. “The popularity of the partnership is apparent in the reaction from PBR fans, who have nicknamed our Rhino 660 the ‘Bull Riding Zamboni’ for the way it grooms arenas at intermissions during PBR events.

Yamaha first became the Official All-Terrain Vehicle (ATV) and Side-by-Side (SxS) Vehicle of the PBR in February of 2006, an agreement that included a comprehensive sponsorship package with multiple components. Those initial components are being carried over into 2007, and Yamaha plans to increase its onsite presence at PBR events. Late last year, Yamaha also announced its renewed sponsorship of professional bull riding icon Ross Coleman.

“Yamaha ATVs and Side-by-Sides are all about tough, said Sean Gleason, PBR COO. “Their continuing partnership with the Toughest Sport on Dirt is a perfect fit, and we are excited about new initiatives that will more closely involve their vast dealer network.

The current agreement between Yamaha and the PBR builds on last year’s comprehensive sponsorship package. In addition to print, television and online ad placements, Yamaha will maintain extensive in-arena exposure at live Built Ford Tough Series events. Yamaha will have multiple vehicles at each tour stop, one of which will be displayed on the coliseum concourse, while another prepares the arena surface during select section breaks. Finally, Yamaha and the PBR are conducting an online contest called the “Yamaha No Bull Sweepstakes in which one lucky winner will be awarded a 2007 Rhino 660 4×4 (approximate retail value: $10,049). The contest runs through October 1, 2007. Visit for more details.

About Yamaha:
Yamaha ATVs and SxS vehicles are designed, engineered and built tough! Yamaha Motor Corp., U.S.A. was started in 1977 and is a Japanese-based, wholly owned subsidiary of Yamaha Corporation. Yamaha Motor Corp., U.S.A. headquarters are located in Cypress, California. For more information on Yamaha, visit

About PBR:
More than 100 million viewers tune in each year to the PBR on FOX, NBC, VERSUS and on a host of foreign networks across the globe. With approximately 500 hours of prime time programming annually PBR ranks among the most prolific sports on air, in addition to attracting over one and one half million live event attendees each year with its multi-tiered event structure which includes the marquee Built Ford Tough Series presented by Wrangler, the U.S. Smokeless Tobacco Company Challenger Tour, the Enterprise Rent-A-Car Tour, and the Discovery Tour, designed specifically for entry level contestants. The PBR’s governing board of directors is comprised of renowned bull riders who have developed the event into a stand alone sport which is experiencing unprecedented growth in global popularity. The PBR is headquartered in Colorado Springs, Colo., and has over 1,200 PBR bull riders compete in more than 300 PBR sanctioned competitions in the United States, Australia, Brazil, Canada, and Mexico.