“But now they’re producing more of that higher-end type of animal,” he said. “There have always been a handful of rank bulls since the start of rodeo - animals such as Tornado, Red Rock, Bodacious - who exceeded the rest of the animals,” said former rider Edwin Lay, competition supervisor at Professional Bull Riders. Owners make additional money through breeding after their animals retire. Prize money has grown over the past 20 years from $650,000 to $9.5 million annually. The business draws more than 2.5 million people to its 275 annual events, and reaches an additional 500 million globally through television.
The wilder the ride, the happier the crowd, and so breeding has grown intensely selective, fueled by the popularity of televised Professional Bull Riders events.
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