Australis Capital, operating as Audacious, and PBR (Professional Bull Riders) have announced a multi-year agreement for Audacious to be the "Official CBD of Professional Bull Riders," working with PBR, the world's leading bull riding organization.  

The multi-faceted partnership, which includes manufacturing and distributing PBR-branded CBD products, is one of the most expansive to date between a CBD brand and a major professional sports association and further normalizes the use of CBD in recovery-related applications.  

"Professional bull riders are considered among the toughest athletes in sports, followed by hard-working fans who often hold physically demanding jobs that take a toll on their bodies," says Sean Gleason, commissioner and chief executive officer, PBR. "PBR has long been an innovator in providing reach and value to our brand partners, and we are very excited to again break new ground in helping Audacious tell their story while we also participate in researching the benefits of CBD products for our athletes." 

The upcoming launch will include a PBR-endorsed line of topical CBD products. These products include pain relief and recovery products, which feature pain relief ingredients such as menthol and lidocaine and 500 mgs of CBD, available in roll-on, gel and spray formats. Audacious will launch its new CBD product line under the brand Wreck Relief. The products will debut online and at the 2021 PBR World Finals, Nov. 3-7 in Las Vegas, marking one of the first times a major professional sports organization has licensed a CBD product. These products will also be available for large retail chains in 2022.  

"CBD as a category, we believe, has incredible potential, especially in the wellness space," says Terry Booth, chief executive officer, Audacious. "The partnership with PBR provides us with a very significant competitive advantage over other companies with CBD product due to the credibility of our partner. This bold move shows how AUDACIOUS, our capabilities, and what we stand for resonating with large, relevant organizations. PBR, which is part of Endeavor, is an amazing organization that is doing exceptionally well, and we are proud to have been selected as their exclusive CBD partner."  

Wreck Relief brand elements will feature in-arena commercials and digital signage at PBR events, TV-visible signage in the bucking chutes and rider walk-off areas, custom content on PBR's social and digital channels and brand entitlement of the PBR Sports Medicine team, which will be renamed the PBR Wreck Relief Sports Medicine Team.  

"We see tremendous synergies between our CBD product line and the PBR platform, particularly given the punishment PBR riders endure," says Leah Bailey, chief business development officer, Audacious. "As these products are integrated into the PBR athletes' wellness regime and PBR's comprehensive rider development program, we believe we will gain new ambassadors for our brand and products. These athletes and PBR are key influencers with a large reach among an audience that represents approximately 25% of the total U.S. population of 330 million people. We are very excited about this partnership, as PBR will help us build a credible brand in the CBD / recovery category that is not just for athletes but for everyone looking to integrate the potential benefits of CBD into their overall wellness routine."