PBR Australia has secured a multi-year national partnership with Ringers Western Cowboy Hats.

The partnership will see Ringers Western Cowboy Hats integrated across the PBR Australia national event calendar in 2026 and beyond, delivering brand presence across live events, broadcast, digital platforms, on-site retail and fan engagement initiatives.

CEO of Ringers Western, James Salerno Jnr, highlighted the shared values between the two organisations and shared his excitement to partner with the PBR Australia.

“We're thrilled to partner with the PBR. From day one, we've seen a natural alignment between our brands - both built on authenticity, hard work, and a deep connection to the community,” he said.

“The PBR embodies the resilience, excitement and determination that Ringers Western was
founded on. The PBR is iconic throughout the US and Australia, two continents that we as a brand thrive in".

“We're excited to continue growing alongside the PBR and supporting them as they chase success both in and out of the Arena."

PBR Australia Managing Director, Glen Young added, “This partnership with Ringers Western is a natural fit for PBR Australia. The cowboy hat is one of the most recognisable symbols of our sport, and aligning with a brand that lives and breathes the western lifestyle strengthens the authenticity of what we deliver in the arena and beyond.”

“Ringers Western understands the grit and resilience that define our athletes and our fans. Together, we’re celebrating the traditions of bull riding while continuing to elevate the professional standard of the sport across Australia.”

“We’re proud to align with an Australian-born brand that has built its reputation on hard work and quality. As PBR Australia continues to grow nationally and strengthen its international pathway, partnerships like this play an important role in shaping the future of the sport.”

Ringers Western Cowboy Hats will be available for purchase at the Official Merchandise stand at all 2026 PBR Australia events.

Adding to the excitement, one lucky ‘Fan of the Night’ at every tour stop will be rewarded with their very own Ringers Western Cowboy Hat, recognising passionate supporters who embody the spirit of the sport.

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 TKO Group Holdings—which also owns UFC and WWE—PBR has transformed bull riding into a premier international sport since its founding in 1992 by a group of 20 visionary bull riders seeking mainstream attention, financial opportunity, and a sustainable future for cowboys in the sport’s most thrilling discipline. The organisation features over 1,000 riders globally 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.

 
ABOUT RINGERS WESTERN COWBOY HATS
Ringers Western was born in the Kimberley, forged under relentless sun, red dust, and long days on the land. What started in a corrugated iron shed wasn’t about fashion, it was about creating western clothing that could stand up to one of the toughest working environments in the world.

For too long, the clothing we wore didn’t do the job. Poor fit, lack of durability, and little protection from the harsh Australian sun meant it wore out long before the work was done. We knew there had to be a better way, clothing designed by people who live the work, not just admire it.

So, we built it ourselves.

Every detail is considered, from selecting hard-wearing materials to refining fits and silhouettes that deliver real protection, comfort, and longevity. Fit, function, and durability aren’t features, they’re necessities when your gear must perform day in, day out.

Our western clothing is inspired by the rugged Kimberley landscapes that shaped us. It represents resilience, authenticity, and respect for the people who wear it, built for the dust, the heat, and the hard miles.
Today, Ringers Western continues to craft western clothing that’s made to work hard, wear well, and stay true to its roots, shaped by experience, built for the land, and worn with pride.

www.ringerswestern.com/