Professional Bull Riders (PBR) Australia has secured a national partnership with Horsey People, Australia's first horse and country rewards club. 

The partnership will see Horsey People integrated across the PBR Australia national event calendar in 2026, delivering brand presence across live events, broadcast, digital platforms and fan engagement initiatives.

Founder of Horsey People, Menashe Segmen, said, “This partnership is a perfect reflection of where we’re heading as a brand—working with people who genuinely understand our audience and the lifestyle they live every day. It’s a collaboration we’re really proud of.”

Horsey People COO, James Mykytowycz, continued, “We’re building something bigger than just a rewards brand, and partnerships like this help bring that vision to life.”

PBR Australia Managing Director, Glen Young, added, "Partnering with Horsey People presents an exciting opportunity to connect with fans in new ways while celebrating the country lifestyle that unites both brands. We share a genuine passion for supporting the people, communities and lifestyle that sit at the heart of this country." 

"We're committed to partnering with brands that authentically connect with our audience, and Horsey People has demonstrated a strong understanding of what matters most to country Australians. We look forward to growing this partnership nationally over the coming years." 

Fans at every stop of the 2026 season will have the chance to hit the arena dirt and compete for prizes, thanks to Horsey People. The fan activation will see participants tackle a fast-paced obstacle course while attached to bungee cords, creating plenty of action and entertainment in front of the PBR crowd. 

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 HORSEY PEOPLE
Horsey People is a proudly Australian owned rewards and lifestyle brand built for everyday people who share a love for the country way of life and the strong sense of community that comes with it. Founded by Menashe and his wife Sivan, the brand began nearly four years ago with a humble saddle giveaway and has since grown into a thriving national community.

Today, Horsey People connects members to exclusive rewards, partner offers, and premium giveaway experiences, with prizes now reaching values of up to $350,000 including cars, caravans, horse floats and more. At its core, the brand is driven by genuine grassroots values, bringing people together through shared passions while giving back to regional Australia through ongoing support of charities like Farm Angels.

Horsey People continues to redefine what a modern rewards program can look like—community-driven, value-led, and built for real Australians.

horseypeople.com.au/