Sierra Sports bullish on new licensing deals

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Sierra Sports bullish on new licensing deals

Sierra Sports has signed three exclusive multiyear license agreements – with Professional Bull Riders Inc., 7-time world champion cowboy Ty Murray, and Hall of Fame bull-riding legend Tuff Hedeman – for its sport simulation games.

“We’ve been looking at the category of rodeo for a long time,” said a Sierra Sports spokesman. “After successfully testing our ability to deliver a fun and compelling game experience, the next logical step was to look for potential licensing partners.”

The first product out of the chute will be Professional Bull Rider, a simulation designed to capture the thrills, spills and challenges of bull riding on the PBR circuit. Under the terms of the agreements, Sierra Sports will be the sole software publisher to use the PBR trademark, logos, rules, expert advise, top ranked bulls, arenas, and major sponsors. Through PBR, Ty Murray and Tuff Hedeman have also granted exclusive licenses to Sierra Sports for its rodeo game projects.

More information on the games maker is available online at