The Professional Bull Riders Canada Cup Series returned on March 6 and 7 this year, and what a wild ride it was. The PBR brings competitors together to compete for qualification into the PBR Canada National Finals, earn money to keep their dreams alive and earn a chance to move up in international ranks. It showcases talent on a global scale, with riders from Canada, Brazil and the United States. It also gives a chance for local stock contractors to show off their biggest and toughest bucking bulls. This year marked the eighth consecutive year that Lethbridge hosted the event, making it one of the city’s biggest tourism drivers.

The reason why it’s such a big deal to the Lethbridge population is the reflection the event has on the city’s ranching and farming community, as well as surrounding areas like Fort Macleod, Claresholm, Taber and more. It’s not just entertainment or income for the city of Lethbridge, it’s a lifestyle.

The two-day event drew hundreds of bull riding fans and they reinforced the city’s reputation for having one of the best crowd atmospheres on the tour. Live event manager for the PBR Canada Cup Series, Peter Gebraad, says the fan culture in Lethbridge is unmatched.

“It doesn’t get any better. There’s a reason why we keep coming back. They’re the best fans in the country.” 

The energy carried into the arena and fuelled the bullriders to hold on tight. Nick Tetz, a two-time PBR champion, made history by winning his sixth consecutive PBR Canada Cup Series event in Lethbridge. Griffin Koester, who finished second to Tetz, had a career-best outing earning 92 points over the weekend. Aaron Roy, three-time PBR Canada champion, competed in his 20th season in the PBR which makes him the most experienced rider to ever compete in the Canada Cup Series.

Local stock contractors were able to showcase their bulls, including Vold Rodeo who has won PBR Stock Contractor of the Year more than once. Other contractors like Kesler Rodeo and Thompson Rodeo Livestock, along with others, are happy to have the opportunity to show off their bulls athleticism and difficulty for future bull-riding events. 

The local businesses even felt the boom. They were busy all weekend, from bars to restaurants to hotels. The PBR is a top-five contributor to sports tourism, and is a reliable event that generates a large amount of business for the local businesses. In 2024 it generated over $800,000 for the city and is expected to have generated even more this year.

All in all, as the dust settled on the ground at the end of the weekend, one thing was made clear. The sense of pride shared by the Lethbridge community that lives and breathes western heritage will continue to be upheld and never overlooked. For many, it’s not just an event to look forward to, it’s a tradition that strengthens the city’s identity.