If you followed the PBR (Professional Bull Riders) World Finals this past weekend, you probably noticed the bright yellow Can-Am Cage in the middle of the arena, or world champion Jess Lockwood holding up his $1,000,000 check while standing in the back of a Can-Am Defender in the center of the dirt. This World Finals event was action-packed, and it was a celebration of Can-Am’s new PBR partnership.
For the first time ever, part of the grand prize was brand new 2020 Can-Am Defender side-by-side vehicle. So along with his cash winnings, Lockwood got to choose between the air-conditioned enclosed cab of the Can-Am Defender Limited or the oversized, hardworking 2020 Can-Am Defender Pro. Both fit perfectly into the cowboy lifestyle, especially since bull riders are the epitome of hard work and toughness, just like the entire Defender lineup.
We also had a lot of fun on site with fans, offering Can-Am branded giveaways, interactive displays, free boot shining stations, an upgraded Can-Am Corral seating section, and more.
As part of the PBR partnership, Can-Am also announced that it has teamed up with legendary PBR athlete (and top 10 World Finals finisher) Chase Outlaw and rising PBR star Derek Kolbaba, to join rodeo personality Dale Brisby on the team of Can-Am Ambassadors.