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Army Ropes Cowboy Partnerships
PROMO Xtra, Apr 20 2004
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The U.S. Army has signed on as exclusive military partner for two groups of cowboys: Professional Bull Riders (PBR) and the Professional Rodeo Cowboys Association (PRCA).
The Army will use PBR and PRCA events to recruit soldiers, and Army riders will compete in bull riding events and rodeos.
Three Army riders made their PBR debut April 16 at the U.S. Army Invitational; an Army team of eight (dressed in black and gold) will compete in PRCA's May 13-15 Winter ProRodeo Tour Finale in Las Vegas May 13-15.
The fast-growing sports give the Army a venue to reach young adults drawn to adventure and challenge.
"The cowboys demonstrate the same characteristics we look for in soldiers," said Lt. Gen. Dennis D. Cavin, commander of U.S. Army Accessions Command (USAAC). "They are physically and mentally tough—and possess a never-quit attitude."
Relay Sponsorship and Event Marketing, a Chicago-based division of Starcom MediaVest Group, helped the Army develop the partnerships.
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