Oklahoma Joe’s is expanding its involvement with Professional Bull Riders in 2026, by continuing as the Official Smoker of the Carolina Cowboys, the 2025 champs. The partnership will bring the brand to fans through events, content, and retail activations.
PBR reflects the same grit, authenticity, and passion that defines Oklahoma Joe’s. We’ve had the opportunity to connect with fans in meaningful ways throughout the Unleash The Beast Tour, and we’re excited to carry that momentum onto the team side of the sport with the Carolina Cowboys.
Tom Penner, Group President of Outdoor Brands, LLC
The rugged smokers that Oklahoma Joe’s has built their brand with is a great match for PBR fans. They offers everything from offset smokers and drum smokers, to digitally controlled smokers, all that cook with charcoal and wood.
They have already activated at 10 events through the Unleash The Beast individual tour. This has given Oklahoma Joe’s visibility on broadcasts on CBS Sports and Paramount+, as well as digitally on the PBR website. PBR has a passionate fanbase that numbers in the tens of millions nationwide.
I’m fired up to team up with Oklahoma Joe’s Smokers. There’s nothing better than putting in the work all day and then kicking back with some great barbecue done right. All PBR fans need to get an Oklahoma Joe’s smoker for their home.
bull rider Clay Guiton, a member of the Carolina Cowboys
Oklahoma Joe’s is one of the outdoor cooking brands under the Outdoor Brands, LLC umbrella. All of the brands in the portfolio have been making strategic marketing partnerships this year, including with NASCAR, and the UFC. This is part of their growth strategy to bring the brands to like audiences.
It’s also the marketing partnership with their retail partner, Academy Sports + Outdoors. They teamed up in advance of the NASCAR race at the Texas Motor Speedway at the beginning of the month. For the PBR partnership, Academy will have in-store promotions with the smoker brand.