AUDACIOUS and Professional Bull Riders Announce CBD Product Partnership

7.2 min readPublished On: September 7th, 2021By

LAS VEGAS – CEO Terry Booth announced: Australis Capital Inc., operating as AUDACIOUS (CSE: AUSA) (OTC: AUSAF), and PBR (Professional Bull Riders), today announced a multi-year agreement for AUDACIOUS to be the “Official CBD of Professional Bull Riders”, working with PBR, the world’s leading bull riding organization.

The multi-faceted partnership, which includes manufacturing and distributing PBR-branded CBD products, is one of expansive to date between a CBD brand and a major professional sports association and further normalizes the use of CBD in recovery related applications.

An element to the partnership is the upcoming launch of a full PBR-endorsed line of topical CBD products. These products include pain relief and recovery products, which feature proven pain relief ingredients such as menthol and lidocaine as well as a generous 500 mgs of CBD, available in roll-on, gel and spray formats. AUDACIOUS will be launching its new CBD product line under the brand Wreck Relief. The products will debut on-line and at the 2021 PBR World Finals, Nov. 3 – 7 in Las Vegas, marking one of the first times a major professional sports organization has licensed a CBD product. These products will also be available for large retail chains in 2022.

The multi-year deal with PBR is the Company’s first and only sports sponsorship to date. It utilizes PBR as a national brand building and awareness platform to build visibility among the sport’s 83 million fans1. The total CBD market in the U.S. is anticipated to reach $23 billion by 2023, according to industry insider estimates, providing a huge opportunity for a brand that combines quality with distribution and nationwide visibility. Through the exclusive nature of the PBR partnership, the Company will be achieving this, creating a sustainable competitive advantage.

Beyond its large fanbase, PBR has a significant footprint on social media, with annual impressions approaching 2 billion and close to 700 million video views. Furthermore, CBS broadcasts PBR events, reaching an audience of millions. This visibility provides very significant coverage for the new product line among a demographic that has been found to have a higher than average propensity to purchase products that AUDACIOUS is launching.

The consumer-facing elements of the partnership on behalf of the Wreck Relief brand will feature in-arena commercials and digital signage at PBR events, TV-visible signage in the bucking chutes and rider walk off areas, custom content on PBR’s social and digital channels, and brand entitlement of the PBR Sports Medicine team, which will be renamed the AUDACIOUS PBR Wreck Relief Sports Medicine Team.

Audacious CBD products will also be integrated into the PBR Sport Performance Center in Pueblo, Colorado., the first of its kind training, development and recovery center designed specifically for western sports athletes, while serving athletes of all sports. PBR athletes will also participate in a research program evaluating the benefits of CBD products.


1 Luker on Sports/ESPN Sports Poll

Management Commentary

Sean Gleason, Commissioner and CEO of PBR, stated “Professional bull riders are considered among the toughest athletes in sports, followed by hard-working fans who often hold physically demanding jobs that take a toll on their bodies. PBR has long been an innovator in providing reach and value to our brand partners, and we are very excited to again break new ground in helping AUDACIOUS tell their story while we also participate in researching the benefits of CBD products for our athletes.”

Terry Booth, AUDACIOUS CEO, commented, “CBD as a category, we believe, has incredible potential, especially in the wellness space. The partnership with PBR provides us with a very significant competitive advantage over other companies with CBD product due to the credibility of our partner. This is another bold move that shows how AUDACIOUS, our capabilities and what we stand for resonate with large, relevant organizations. PBR, which is part of Endeavor (NYSE: EXK), is an amazing organization that is doing exceptionally well, and we are proud to have been selected as their exclusive CBD partner.”

Leah Bailey, Chief Business Development Officer for AUDACIOUS, commented, “We see tremendous synergies between our CBD product line and the PBR platform, particularly given the punishment PBR riders endure. As these products are integrated into the PBR athletes’ wellness regime and PBR’s comprehensive rider development program, we believe we will gain new ambassadors for our brand and products. These athletes and PBR are key influencers with a large reach among an audience that represents approximately 25% of the total U.S. population of 330 million people. We are very excited about this partnership, as PBR will help us build a credible brand in the CBD / recovery category that is not just for athletes but for everyone looking to integrate the potential benefits of CBD into their overall wellness routine. We look forward to the official launch of this new AUDACIOUS brand in November and working closely with the team at PBR to introduce their audience and all active adults to our products.”

Financial terms of the deal were not disclosed.

Forward-Looking Statement

This press release contains “forward-looking information” within the meaning of applicable securities legislation. All statements, other than statements of historical fact, included herein is forward-looking information. Generally, forward-looking information may be identified by the use of forward-looking terminology such as “plans”, “expects” or “does not expect”, “proposed”, “is expected”, “budgets”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or variations of such words and phrases, or by the use of words or phrases which state that certain actions, events or results may, could, would, or might occur or be achieved. In particular, this press release contains forward-looking information in relation to: the ability of ALPS to convert its pipeline into contracts; the impact of the changes to U.S. federal and state statutory developments with respect to the cannabis industry and the opportunities this may present for the Company; and the Company’s current liquidity. This forward-looking information reflects the Company’s current beliefs and is based on information currently available to the Company and on assumptions the Company believes are reasonable. These assumptions include but are not limited to the ability of the Company to successfully satisfy the conditions to closing the proposed transaction; the ability of the Company to successfully execute on its plans for the Company and GT; legal changes relating to the cannabis industry proceeding as anticipated.

Forward-looking information is subject to known and unknown risks, uncertainties and other factors that may cause the actual results, level of activity, performance or achievements of the Company to be materially different from those expressed or implied by such forward-looking information. Such risks and other factors may include, but are not limited to: general business, economic, competitive, political and social uncertainties; general capital market conditions and market prices for securities; the actual results of the Company’s future operations; competition; changes in legislation affecting the Company; the timing and availability of external financing on acceptable terms; lack of qualified, skilled labour or loss of key individuals.

A description of additional risk factors that may cause actual results to differ materially from forward-looking information can be found in the Company’s disclosure documents on the SEDAR website at Although the Company has attempted to identify important factors that could cause actual results to differ materially from those contained in forward-looking information, there may be other factors that cause results not to be as anticipated, estimated or intended. Accordingly, readers should not place undue reliance on forward-looking information. Readers are cautioned that the foregoing list of factors is not exhaustive. Readers are further cautioned not to place undue reliance on forward-looking information as there can be no assurance that the plans, intentions or expectations upon which they are placed will occur. Such information, although considered reasonable by management at the time of preparation, may prove to be incorrect and actual results may differ materially from those anticipated.

Forward-looking information contained in this press release is expressly qualified by this cautionary statement. The forward-looking information contained in this press release represents the expectations of the Company as of the date of this press release and, accordingly, are subject to change after such date. However, the Company expressly disclaims any intention or obligation to update or revise any forward-looking information, whether as a result of new information, future events or otherwise, except as expressly required by applicable securities law.

The CSE has neither approved nor disapproved the contents of this news release. Neither the CSE nor its Regulation Services Provider (as that term is defined in the policies of the CSE) accept responsibility for the adequacy or accuracy of this release.

(This information is primarily sourced from Australis Capital Inc.  Highly Capitalized has neither approved nor disapproved the contents of this news release. Read our Disclaimer here).

About the Author: News Team

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