Professional Bull Riders Inc. is launching a mobile game and application franchise to deliver content to on-the-go fans.

PBR has partnered with Oasys Mobile Inc., a developer of mobile games and entertainment, to launch PBR Mobile, a WAP site for fans of professional bull riding. The mobile initiative is designed to keep a growing demographic of bull-riding fans engaged with blogs from riders, video and other content.

"The mobile device is a great vehicle to deliver PBR's marketing message," said Sean Gleason, chief marketing officer of PBR, Pueblo, CO. "As a Major League sport, we have to be in all these places with content so our fans can access it anytime they want to."

In addition to creating ubiquity for its brand, PBR seeks to capitalize on the demand for mobile content.

"There will be some free content but a lot of the premium content will be pay-to-play, download/purchase model," Mr. Gleason said.

PBR Mobile will launch in March or April with alerts, sweepstakes, polls, wallpapers, video and calendars. A PBR mobile game will launch in October, just prior to the PBR's 2008 Built Ford Tough World Finals in Las Vegas.

PBR's content will be available on all the major carriers, including Verizon Wireless, AT&T and T-Mobile via its distribution agreement with Oasys.

This mobile initiative is part of a larger marketing plan for PBR, which includes visibility efforts on deck, off-deck, online and offline.

For example, in addition to future mobile game releases, PBR will also release console games for the Nintendo Wii and Xbox later this year, Mr. Gleason said.

More than 100 million viewers tune in each year to PBR on Fox, NBC, Versus and other foreign networks. It attracts more than 1.5 million attendees each year to shows such as the Copenhagen Bull Riding Challenger Tour, the Enterprise Rent-A-Car Tour and the Discovery Tour.

PBR anticipates that its existing corporate sponsors will support the new mobile portal, Mr. Gleason said.

"We're working with them to figure out the right mix of advertising and sponsorship packages," he said.