Cotton Rosser

Rosser, 85, grew up riding rough stock and roping cattle until an injury in 1956 ended his competitive career. He then turned to raising bucking bulls and, more importantly, producing rodeo events known for their pageantry and flamboyant opening ceremonies. “He’s definitely a pioneer and a showman,” said PBR co-founder Cody Lambert. “He advanced the showmanship of rodeo and he wasn’t afraid to try something that hadn’t been done before, but he’s never lost his connection with the West and the Western way of life.” Lambert and the 19 other founders of the PBR recognized that’s what set Flying U Rodeos apart from the others and used that same approach in establishing the PBR as a standalone sport that is as much about entertaining a diverse audience as it is about the bull riding competition. Like the PBR, Rosser understood early on how to expose his love of the West and Western heritage to a mainstream following.