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[PBR World Finals 2015]

The PBR takes the fight against breast cancer from the dirt ring to Vegas’ famously glowing one

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“It is difficult to fully comprehend the challenges faced by women diagnosed with breast cancer until you find yourself going through it,” PBR CEO Sean Gleason said, revealing that about a year ago, the disease was found in his longtime partner Lisa Vanbeek. In the past, the organization has supported the fight against breast cancer with everything from donations and survivor celebrations to events focused on awareness. This year, those efforts got amped.

In September, the PBR kicked off Pink Promise, a campaign to raise visibility and money for the Breast Cancer Research Foundation. With partners like Wrangler and BootDaddy.com, the PBR has been turning competitions pink—honoring those affected by cancer and attaching thousands in donation bonuses to rides on particular bulls. And from the riders to the fans, pink is the fashion of the day.

Pink items from PBR stars and celebrity friends are being auctioned online to benefit the BCRF, and fans wishing to donate directly are being matched up to $5,000. But the most eye-popping symbol of the PBR’s commitment will be Vegas’ own High Roller, the 550-foot wheel taking on a pink glow starting at the first stroke of October 22. For each athlete who gets a qualifying ride that night, the PBR will donate $250. And rides scored 90 points or better will bring $1,000 that Wrangler and MGM Grand will match.

Gleason said, “With the PBR community’s generous spirit, we promise to raise as much money as we can.”

For details and ways to donate, visit pbr.com/en/pink

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