Following two years of sell-out crowds, the PBR storms back into Sioux Falls in 2017.

The PBR (Professional Bull Riders) returns to the Denny Sanford PREMIER Center in Sioux Falls, South Dakota, March 31-April 2, 2017 with the elite Built Ford Tough Series (BFTS) First PREMIER Bank PREMIER Bankcard Invitational. It will be the 3rd consecutive year the PBR’s top-flight tour will visit the Denny Sanford PREMIER Center.

With an impressive influx of young talent challenging veteran riders, the PBR is currently enjoying one of the tightest championship races in its history. Viewership of the PBR on CBS in 2016 is up +20% at the summer break, according to Nielsen, and the sport has set 10 local attendance records.

The Top 35 bull riders in the world will vie for a piece of the $140,000 payout in Sioux Falls, going up against some of the most difficult bovine athletes the sport has ever seen. The toughest athletes in sports will face opponents 10 times their size during three days of action-packed 8-second rides and heart-stopping wrecks.

The stars of the PBR will face one bull each in Rounds 1 through 3. Immediately following Round 3 on Sunday, the riders’ individual scores will be totaled and the Top 15 will advance to the Built Ford Tough Championship Round for one more ride and a chance at the $30,000 event title.

In 2016, due to an unprecedented demand for tickets to the event, the PBR added a third day to the First PREMIER Bank PREMIER Bankcard Invitational. Sioux Falls has quickly become one of the most popular stops on the Built Ford Tough Series, packing the Denny Sanford PREMIER Center each night during the PBR events the past two years.

Competition will begin at 6:50 p.m. CT on Friday, March 31; 6:50 p.m. CT on Saturday, April 1; and at 2 p.m. CT on Sunday, April 2. Tickets for the First PREMIER Bank PREMIER Bankcard Invitational are on sale now and start at $15. They can be purchased at the Keloland Box Office inside the Denny Sanford PREMIER Center,, 1-800-745-3000, and all Ticketmaster outlets. PBRewards Members can earn PBRewards points and will receive access to the best available seats by purchasing their tickets through the PBR Customer Service Department at 800-732-1727.

For an enhanced PBR experience, fans can now purchase PBR Elite Seats, which provide a behind-the-scenes look into the toughest sport on dirt. This once-in-a-lifetime experience includes early entry; tickets to a premium seating section; a catered reception; a 60-minute, backstage tour by a PBR Host, featuring a PBR 101 presentation and visit with the sport’s fiercest bulls; and the opportunity for photos and autographs from the top PBR stars. After the event, PBR Elite Seat ticketholders also will be given premium dirt access, where they can get their complimentary 8 Seconds PBR program, Elite Seat lanyard and other memorabilia autographed by the Top 35 bull riders in the world.

The PBR Elite Seats are available for $350 and also can be purchased through Ticketmaster or by contacting the PBR Customer Service Department at 800-732-1727.

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