Fueling the Toughest Athletes: The Toughest Beef Jerky for the Toughest Sport on Dirt

 

The PBR is excited to announce a new partnership with the award winning The Original Beef Chief Beef Jerky and Biltong

“We're excited to bring the toughest, tastiest beef jerky to the toughest sport on dirt” explains Owner, Robert Hall “Real Jerky is meant to be tough and the toughness shown by these PBR Athletes seemed like such a perfect fit for us. Toughness is in our DNA; I served as a rifleman and we needed good, tough, proper jerky. Also, watching the fans having such a great time at the PBR, I couldn’t help but think that something was missing- the people didn’t have Jerky in their hands! That was another main reason we wanted to Partner with the PBR - we are all about fun and enjoyment, and we love being able to enhance people’s enjoyment. We’re excited for the year ahead and can’t wait for PBR fans to rip in and have a good chew!”

Although mainly an online business, through this partnership, PBR fan’s will be able to head over to the merch stand at PBR events and buy a couple of flavours to try firsthand.

When asked about the benefits of this alignment, Strategic Partnerships Manager, Simon Mallory had this to say…

“We love bringing small business, ready to take the next step, into the spotlight. Knowing how hard it is in getting strong cut through, and more importantly, clarity of voice in the market- It’s important we deliver a platform for these brands to thrive!! At our core, we are a pathways program for our athlete’s, so can we be for strong Aussie brands like Original Beef Chief. Sorry I can’t say more, but I really want to open another packet and get chewing”.

Fans will also be delighted with the opportunity to win themselves a massive 250g packet at a PBR event throughout the Tour. So get online, or get along to a PBR, either way Original Beef Chief will sort your cravings!

 

ABOUT ORIGINAL BEEF CHIEF

Beef Chief Jerky was born in the Australian Army when The Chief couldn't find any decent jerky to take out bush. Here, at the Original Beef Chief, we're all about crafting small batch, REAL beef jerky, made with Aussie passion and designed for the Australian belly. Our mission? To bring you thick-cut, tough-dried, flavour-packed jerky that’s perfect for enjoying anywhere, anytime. Whether you're heading on a hike, smashing through a long road trip, or just craving a tasty snack, Beef Chief’s jerky is your go-to fuel.

Every single recipe is carefully crafted, then trialled and tested with mates, family, and jerky-holics to ensure we’re delivering the best of the best. We’re proud to say that Beef Chief is one of the top-quality jerky and biltong brands on the market today.

As a proudly Australian-made, veteran-owned business, The Chief only ever uses 100% grass-fed Aussie beef, paired with the freshest ingredients. The result? An unbeatable jerky that's packed with flavour and just the right amount of chew – every time.

If you love beef and flavour, you'll love Beef Chief Jerky.

You can find out more about The Original Beef Chief at https://originalbeefchief.com/

ABOUT PBR AUSTRALIA

Professional Bull Riders (PBR) is one of the fastest-growing sports properties in the world, with tours across the U.S., Australia, Brazil, Canada, and Mexico. A subsidiary of Endeavor, a global leader in sports, media, and entertainment, PBR has transformed bull riding into a premier international sport since its founding in 1992. The organisation features over 1,000 riders and hosts more than 200 events annually worldwide.

In Australia, Professional Bull Riders Australia (PBRA) stages more than 20 events each year, attracting over 75,000 fans. PBRA showcases key events and tours such as the Monster Energy Tour, PBR Origin Series, and PBR Grand Finals, while also partnering with regional event organisers through the PBR Touring Pro Division. The organisation supports emerging talent through its Can-Am Junior Academy and serves as an international pathway to the United States circuit for both Junior and Open competition athletes.

For more information, visit www.pbraustralia.com.au.

 

PBR Media Inquiries:

Fiona New
Consumer Marketing Manager, PBR Australia
Email: fnew@pbr.com