Universities are facing some tough financial decisions these days, especially with the whole Name, Image, and Likeness (NIL) situation shaking things up. To stay afloat, some schools are getting creative—like, really creative. One trend catching on? Hosting Professional Bull Riders (PBR) events mixed with live concerts. Not your average college fundraiser, right?
Colorado State University (CSU) tried this out and, honestly, it worked. Now, other big schools—including Florida State University (FSU)—are jumping in. These events bring in a wild mix of entertainment and, more importantly, a solid stream of revenue for athletic programs.
The Rise of PBR Events at Universities
Last July, CSU’s Canvas Stadium pulled off PBR’s high-stakes Last Cowboy Standing event. The turnout? Huge—23,780 fans showed up, and the event raked in $5.67 million from ticket sales, lodging, and visitor spending, according to Visit Fort Collins. Not bad for a night at the stadium.
It’s not just about bull riding, either. They paired the event with concerts from artists like Cross Canadian Ragweed and Jon Pardi. Turns out, that combo is a hit, and now, universities all over are taking notes.
Florida State University Joins the Trend
FSU is next up. They’re partnering with PBR to bring the Unleash The Beast tour to Doak S. Campbell Stadium on March 13–14, 2026. This event is set to be a Major, with a $200,000 total purse. And, of course, there’ll be a big concert after—artist lineup is still under wraps, but word is, it’ll be worth the wait.
Michael Alford, FSU’s VP and Director of Athletics, is pretty fired up about it. He’s calling the event a landmark moment not just for FSU, but for Tallahassee and the whole Big Bend region. The idea is to give fans something unforgettable and, let’s be real, open up new ways to bring in money for the athletics programs.
Why PBR Events are a Win-Win for Universities
Other universities noticed what CSU pulled off. Several have reached out about bringing the PBR and concert combo to their own stadiums. It’s a smart move, honestly, for schools trying to make the most of their venues and bring in extra cash, especially now that athletes can negotiate deals and schools are spending more than ever to stay competitive.
Transforming Stadiums into Bull Riding Arenas
PBR CEO and Commissioner Sean Gleason seems pretty convinced this model works. Turning college football stadiums into epic bull riding venues gives fans a one-of-a-kind experience and helps universities find new revenue outside of football season. For the FSU event, they’re planning to haul in 5.5 million pounds of dirt—yeah, really—to cover about 30,000 square feet of the stadium.
The logistics are wild: 20 semi-trucks, stadium-scale sound, lighting, and video setups. The production will sprawl across the entire football field, making it three times bigger than a standard PBR elite tour event. It’s a serious undertaking, but it sounds like it’ll be a spectacle.
The Financial Impact of PBR Events
Let’s talk dollars. The CSU event alone brought in $5.67 million from ticket sales, lodging, and visitor spending. That’s a major boost for athletic programs, especially as NIL regulations keep putting pressure on university budgets.
By hosting these events, universities aren’t just sticking to the old ways of making money. They’re branching out, finding new streams of revenue, and making their stadiums work for them in ways that, honestly, weren’t on anyone’s radar a few years ago.
Expanding the Model to Other Universities
With CSU’s event already a hit, and FSU gearing up for theirs, it feels like only a matter of time before more universities get curious about hosting PBR events. This approach gives fans something different to cheer for, and—let’s be real—it brings in a lot of money.
Universities are still figuring out how to handle the financial headaches that come with NIL regulations. It’s tough. Creative ideas like PBR events might just keep some athletic programs afloat.
For more details, check out the full article on Sports Illustrated.
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