MainGate will now develop and sell licensed PBR merchandise at nearly 50 events.

WME/IMG has tapped the event retail and merchandising company MainGate for its sports event brand Professional Bull Riders.

Under the partnership, which will run through 2019, MainGate will develop and sell officially licensed PBR merchandise at approximately 50 events on two bull-riding tours–the PBR Build Ford Tough Series and the PBR BlueDEF tour. MainGate will also design and maintain the official PBR e-commerce store, PBRShop.com, as well as facilitate wholesale opportunities for PBR merchandise with retail stores across the U.S.

MainGate event sales will debut on Aug. 19 at the Music City Knockout event in Nashville, Tenn, with a new PBR online store set to launch in the fall.

In other news, PBR is also preparing to launch several new standalone licensed products including Two Horns, its first official wine, and Tru Fragrances, a line of men’s and women’s scents.

“MainGate has a reputation for being a results-driven retail and e-commerce partner with deep experience in the Western market,” says Sean Gleason, chief executive officer, PBR. “With PBR viewership and attendance at all-time highs, and the cowboy culture gaining mainstream appeal, there’s strong growth potential for PBR licensed merchandise. We are confident MainGate will bring PBR fans compelling new products and a better shopping experience.”