FRE Nicotine Pouches Takes the Arena: Official Sponsor of PBR Unleash

In a game-changing partnership that fuses adrenaline, grit, and modern alternatives, FRE Nicotine Pouches has officially partnered with the Professional Bull Riders (PBR) as the exclusive nicotine pouch sponsor of the nationally televised Unleash The Beast tour. This marks a bold leap not only in the evolution of smokeless products but in how brands authentically connect with high-performance, high-impact audiences across America.

Unleash The Beast is more than just a bull riding event—it’s a cultural phenomenon. And now, FRE is entering the arena alongside the fiercest athletes on dirt. This weekend, FRE will be at the three-day World Finals Event, running May 16–18, 2025, which kicks off with Kid Rock’s Rock N Rodeo and ends with the season-defining PBR World Finals. It’s a nonstop celebration of western heritage, sportsmanship, and rugged energy—and FRE will be in the spotlight from start to finish.

A Three-Day Western Showdown in Texas

May 16: Kid Rock’s Rock N Rodeo

Opening the weekend is Kid Rock’s Rock N Rodeo, a first-of-its-kind event that merges the heart-pounding action of western sports with the larger-than-life energy of a rock concert. Taking place at AT&T Stadium—the legendary home of the Dallas Cowboys—this event isn’t just another rodeo. It’s a high-octane spectacle where stadium lights, superstar music, and elite rodeo athletes collide.

What sets Rock N Rodeo apart is its team-based format, a modern twist on traditional rodeo. Instead of individual performances only, athletes compete in team disciplines, pushing strategy, teamwork, and rider synergy to the forefront. Fans will watch as world-class bull riders, ropers, and steer wrestlers go head-to-head for pride, glory, and a massive $750,000 purse—making it one of the most lucrative single-day events in western sports history.

Adding even more star power to the mix is Kid Rock himself, whose reputation for rowdy, crowd-hyping performances ensures this will be no ordinary sporting event. The atmosphere will be electric: fire effects, light shows, roaring fans, and a live music element that keeps the adrenaline going long after the rides are over.

And right in the middle of this high-voltage environment is FRE Nicotine Pouches—making its presence known through branded LED displays, chute gate banners, and concourse activations. For many in the crowd, this will be their first introduction to FRE, and it couldn’t come at a more perfect time. These fans—many of whom are long-time users of chewing tobacco and dip—are being presented with a smarter, tobacco-free alternative right as they’re soaking in the future of rodeo.

With a dedicated national broadcast hour on CBS Sports, FRE will reach not only the 50,000+ fans packing the stadium but also millions of viewers at home, many of whom share the same values of independence, toughness, and authenticity that FRE stands for. The integration is more than a sponsorship—it’s a statement of belonging in one of America’s most tradition-rich, lifestyle-forward sports cultures.

Kid Rock’s Rock N Rodeo isn’t just the beginning of the weekend—it’s a bold kickoff to a new chapter in nicotine culture, one where FRE is not only welcomed but celebrated.

May 17–18: PBR World Finals – Unleash The Beast

As the dust settles from Friday’s Rock N Rodeo chaos, the stakes rise even higher with the main event of the weekend: the PBR World Finals – Unleash The Beast. Taking place on Saturday and Sunday, this is the pinnacle of professional bull riding, the culmination of a grueling season that’s tested every ounce of strength, strategy, and skill from the best bull riders on Earth.

The top 40 ranked riders in the world will go head-to-head with the most aggressive, unpredictable, and powerful bulls in the sport. Each 8-second ride is a heart-pounding display of courage, precision, and grit. These are the rides that decide not just individual titles—but careers and legacies. A single slip or a clean ride could define a rider’s reputation for years to come.

With millions of dollars in prize money and the title of World Champion on the line, this is as big as it gets in western sports. But it’s not just a competition—it’s a global broadcast juggernaut. The PBR World Finals are streamed live across CBS, Paramount+, and RidePass, and watched in real time by fans in over 100 countries. In 2024 alone, the event drew more than 47 million engagements and 2.23 billion impressions across platforms, and this year’s finals are expected to blow past those numbers.

This massive audience creates an unparalleled branding opportunity, and FRE Nicotine Pouches is capitalizing on every second of it. As the official nicotine pouch sponsor of PBR, FRE will be everywhere—from LED ribbon boards to chute gate banners, from dirt-level arena signage to lower bowl branding, and even during the Ride Challenge segments where its name will be announced alongside crucial scoring moments.

This is FRE’s opportunity to show fans that it’s more than just a product—it’s a brand that belongs in the arena of champions. Whether you’re a rider strapping in for your next bull or a lifelong fan cheering from the stands, FRE delivers a high-performance, smokeless solution that fits seamlessly into the high-pressure, high-endurance lifestyle of the PBR crowd.

And the experience isn’t limited to what’s on screen. Fans at the venue will be able to interact with FRE’s activation booths in both the Fan Zone and concourse areas, get samples, learn about the flavors and strengths, and even win exclusive FRE merchandise. For FRE, this weekend isn’t just about visibility—it’s about making real, lasting connections with people who value resilience, innovation, and authenticity.

As bull after bull bucks and rider after rider fights for glory, FRE will be riding alongside them—positioned at the literal heart of the action, reinforcing its message at every turn:

You don’t need spit or smoke to ride hard. You just need grit—and FRE– to stay locked in.

Why FRE and PBR Are Built for Each Other

Let’s be real: the PBR crowd has deep roots in chewing tobacco and dipping. For generations, those little round tins were as much a part of cowboy culture as boots, flannel shirts, and belt buckles. Whether you were on the ranch, in the rodeo arena, or out on the range, a pinch of dip was a ritual—a symbol of toughness, tradition, and camaraderie.

But the game has changed.

Today’s PBR fan is still tough—but smarter. Whether they're wrangling cattle, swinging hammers on a job site, managing long shifts, training in the gym, or tailgating before a big ride, they’re looking for more discreet ways to enjoy nicotine that don’t involve the hassle of traditional tobacco products.

That’s where FRE nicotine pouches come in.

FRE offers a spit-free, odorless, and 100% tobacco-free experience. You don’t need a spit cup, you don’t have to worry about teeth stains, and you can enjoy your pouch anywhere—in the bleachers, behind the chute, in the truck, or even at the office. It's nicotine that fits into your day, not the other way around.

These aren’t just functional products—they’re built for real life. They slide into your pocket or your gear bag without taking up space or making a mess. They’re available in multiple strengths (3mg - 15mg), tailored to different tolerance levels, and come in flavors that actually taste fresh, not like chemicals or soggy leaves.

And here’s the key: this sponsorship isn’t just about getting the brand out there—it’s about cultural alignment.

FRE and PBR stand for many of the same things:

Independence
Grit
Resilience
Freedom from convention
And the idea that you don’t need to compromise to get what you want

PBR athletes are among the toughest competitors in the world—balancing risk, focus, and fear in 8-second bursts of raw intensity. And PBR fans respect that mindset because they live it too. FRE respects it as well. That’s why this partnership works. It’s not just about selling a product. It’s about speaking the same language as the people who use it.

This is more than a business move—it’s a values match.

It’s FRE saying: We see you. We respect the life you live. And we built something that makes sense for it. Whether you're chasing a belt buckle or just putting in a hard day’s work, FRE is for people who live on their own terms—and want a nicotine option that does the same.

Complete Branding Integration—Everywhere You Look

This isn’t a background sponsorship. FRE isn’t just showing up—it’s showing out. As the official nicotine pouch partner of PBR, FRE is going all-in with a fully immersive, multi-platform brand presence that touches every level of the fan experience, both in-arena and online.

This is not a one-and-done logo placement or a five-second brand flash on a screen. FRE is woven directly into the physical, digital, and emotional landscape of the PBR Unleash The Beast series. Whether you're watching from the front row or streaming from across the country, you'll see FRE—bold, confident, and unapologetically present.

This is how FRE does it: not quietly, not halfway—but all in.

Why FRE Nicotine Pouches Just Work

FRE’s rise in the nicotine industry is no accident. Their products answer the call for something that performs without compromise. Here’s what makes FRE pouches stand out:

100% tobacco-free
No spit. No smoke. No lingering smell
Available in multiple strengths
Fresh flavor options
Discreet and portable tins (perfect for pockets, packs, glove boxes)
Usable anywhere—events, flights, job sites, training grounds

They're already a favorite among firefighters, police officers, truckers, ranchers, athletes, and now—PBR fans.

Leading the Industry: FRE’s Strategic Position

This isn’t just big for FRE—it’s a milestone for the entire nicotine pouch industry. Until now, no pouch brand has stepped onto a stage this large or this culturally aligned. While many have played it safe with digital ads or niche sponsorships, FRE is breaking new ground—securing a headline partnership with one of the most respected and rugged sports platforms in the world.

This level of visibility within a legacy-driven, loyal, and action-focused fanbase gives FRE an edge that goes far beyond traditional advertising. It puts nicotine pouches in front of the very audience that has historically been most loyal to dip and chew. It bridges the old and the new.

FRE’s long-term partnership with PBR sends a clear, confident message to retailers, competitors, and consumers alike:

“Nicotine pouches aren’t a trend—they’re the future. And FRE is leading the charge.”

Every second of exposure during Unleash The Beast, every fan interaction in the concourse, every LED board flash is a signal that FRE is the nicotine pouch brand of record.

The partnership also increases FRE’s leverage with distributors, opens doors for exclusive retail partnerships, and lays the groundwork for co-branded products, regional campaigns, and influencer integrations across lifestyle verticals that span rodeo, motorsports, music, and more.

Simply put, this is not a side campaign. It’s a market-defining moment—and FRE just took the lead.

The Bigger Picture: Changing the Way We Use Nicotine

What FRE and PBR are building is bigger than a sponsorship—it’s a statement. A cultural shift. A movement toward smarter nicotine. Just like sports evolve, so do consumer habits.

Gone are the days of spit cups, awkward cans, and harsh odors. FRE is leading a more versatile, and more socially accepted wave of nicotine products designed to work wherever life takes you.

Whether you're a cowboy, a commuter, or someone just trying to quit the dip—FRE nicotine pouches are your evolution.

Final Word: Ride with FRE

The partnership between FRE and PBR is about more than marketing. It’s about standing for something bigger than logos and airtime. It’s about honoring the legacy of western sports—the blood, sweat, and guts that built it—and riding that legacy forward into a smarter future. It’s about recognizing that today’s fans still value grit and tradition, but they also value options that fit modern life.

FRE isn’t here to erase the past. It’s here to elevate it. To offer a new kind of nicotine experience—one without spit, smoke, or compromise—to the same hardworking people who made rodeo culture what it is.

This is more than a branding deal. It’s a new chapter in western sports, smokeless culture, and modern lifestyle. It’s a bold declaration that you don’t have to choose between performance and progress, or between tradition and innovation.

So whether you’re ringside in Texas, tuning in from your couch, or gearing up for a long day on the job, FRE invites you to step into the arena with something better.

Lock in. Pack a FRE. Ride with champions.