Barry Frank

Very few cowboys or PBR fans have heard of Barry Frank. Yet the man set to receive the prestigious Jim Shoulders Lifetime Achievement Award at the PBR World Finals in November has impacted professional bull riding in ways far beyond what most could ever imagine. “Barry helped put the spotlight on our sport like no other at a time when, to most fans, PBR stood for ‘Pabst Blue Ribbon’,” said former PBR CEO Randy Bernard. Today, and for years to come, anyone having a good day in the PBR – from the fan on a Sunday afternoon enjoying a 15/15 Bucking Battle on CBS to the cowboy taking the million-dollar bonus at World Finals – can thank the man they probably have never heard of, the one and only Barry Frank.