You can take that headline literally. Kershaw Knives has become a premier sponsor of the Professional Rough Stock (PRS) series. Most folks are aware that professional bull riding is among the fastest growing sports in the United States, yet some rodeo fans can’t get enough, and are looking for even more excitement. That’s where the Professional Rough Stock (PRS) Series comes in.

In addition to bull riding, Professional Rough Stock incorporates bareback and saddle bronc riding—yes, you read that right, BAREBACK and saddle BRONC riding. The combination of events gives rodeo lovers more variety and more heart-pounding thrills.

Kershaw Knives, a brand of Kai USA Ltd., has recently signed on as a major sponsor of the 2013-2014 PRS season. Founded by Pete Kershaw in 1974, Kershaw Knives was born on the Officer Ranch in eastern Oregon and boasts a proud cowboy tradition.

“Sponsoring Professional Rough Stock is a natural for Kershaw,” said Thomas Welk, Director of Sales and Marketing, Sporting for Kai USA. “Every rider, every cowboy and cowgirl, and every PRS fan needs a good knife; they need a Kershaw.”

The Kershaw Kowbells (left), are ready for the next PRS event.

At each PRS event, a group of lucky PRS attendees will find themselves sitting in the “Kershaw Korner.” Everyone sitting in the randomly selected Kershaw Korner will receive either a Kershaw Kowbell or Kershaw BamBam Sticks to help them cheer on their favorite riders. Kershaw will also be giving away logo t-shirts and several Kershaw Zing SS knives at each event.

Presence like this at nationwide PRS events, along with television coverage, social media promotions, and more made the PRS sponsorship attractive to Kershaw. “The athleticism of these rough stock cowboys is outstanding,” said Welk. “We’re proud to help bring the excitement of Professional Rough Stock to rodeo fans and families all across the nation.”

Televised PRS events begin airing on RFD-TV on Friday, May 3rd at 10:00 p.m. EST time, with replays on Sundays at 2:30 p.m. eastern.