LONDON, UK, July 18, 2023 – OpenBet, a leading sports betting entertainment provider, will provide official pricing and odds on PBR (Professional Bull Riders) events for the first time, allowing the sport to pursue legal and official betting.

Together, the two Endeavor-owned properties will offer new betting opportunities for fans, starting with next week’s 2023 PBR Team Series when the bull riding league opens its second 11-event season July 24-25 in Cheyenne, Wyoming. OpenBet will use its unrivalled pricing, trading, and data services to price, create, and distribute odds for PBR events, initially focused on PBR Teams, the elite Unleash The Beast, and its marquee World Finals.

OpenBet has also partnered with ALT Sports Data, a provider of various sports betting services to the alternative sports industry, to provide affiliate marketing services for PBR, referring players to regulated sports books.

“We are delighted to work with one of Endeavor’s most exciting sports properties and deliver official pricing and odds for PBR fans, players, and sportsbooks for the first time,” said Don Jaques, Vice President of Strategy at OpenBet. “By building official algorithm and data-driven pricing and markets, we will enhance the PBR betting experience, and help drive reach and fan engagement.”

“PBR betting is now approved in 11 states, providing an untapped betting market for a sport with nonstop excitement and drama,” said Josh Baker, Chief Revenue Officer, PBR. “Research shows PBR fans are 89% more likely to bet on sports than the general public. Until now, those setting the odds for PBR have lacked the complete data and necessary understanding of the sport of Professional Bull Riding. OpenBet and ALT Sports Data solve that challenge, allowing PBR to enter an extremely viable market.”

Continuing its charge into the mainstream, in 2023 PBR is off to the organization’s best start in its 30-year history, hosting more than 775,000 fans across its top two U.S. tours January – May, including 30 sold-out events. Following the completion of the premier Unleash The Beast season in May, the PBR Team Series will open its second season in late July.

Off the dirt, the sport is expanding with its 13th PBR Cowboy Bar that opened in Miami, the recent launch of its new Western sport and lifestyle magazine Gold Buckle, and the premiere of “The Ride,” a breakout docuseries on Prime Video.

About OpenBet

OpenBet is a world leader in sports betting entertainment. With over 25 years’ experience and a passion for innovation, OpenBet’s modular range of technology, content and services is entrusted by the globe’s biggest sports betting brands, lotteries, casinos and tribal operators. It is a leading business-to-business sports betting partner in the U.S., U.K., Australia and Canada, with a strong position in Europe and APAC. To date, OpenBet has over 75 global customers and a 100% uptime record across major sporting events.

OpenBet is a subsidiary of Endeavor, a global sports and entertainment company.

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About PBR

PBR is the world’s premier bull riding organization. More than 800 bull riders compete in more than 200 events annually across the televised PBR Unleash The Beast tour (UTB), which features the top bull riders in the world; the PBR Pendleton Whisky Velocity Tour (PWVT); the PBR Touring Pro Division (TPD); and the PBR’s international circuits in Australia, Brazil, Canada and Mexico. In 2022, PBR launched the PBR Team Series—eight teams of the world’s best bull riders competing for a new championship—as well as the PBR Challenger Series with more than 60 annual events nationwide. The organization’s digital assets include PBR RidePass on Pluto TV, which is home to Western sports. PBR is a subsidiary of Endeavor, a global sports and entertainment company. For more information, visit, or follow on Facebook at, Twitter at, and YouTube at

About ALT Sports Data

ALT Sports Data is built to give the world the chance to have a stake in the outcomes of previously unavailable alternative sports properties. By providing advanced odds and pricing data and managed trading services to legal sports betting operators, ALT Sports Data helps operators to efficiently offer wagering on previously unavailable, highly engaging alternative sports. Rooted in a proprietary software platform and deep domain expertise in action/alternative sports, ALT Sports Data provides both official and unofficial trading data and customer data to operators that enable them to drive new revenue and attract relevant new audiences. For more information, please visit