From Today's New York Times
DECEMBER 18, 2007
Bull riding events in rodeos are notorious for using spurs, flank straps and electric prods to promote bucking and to control the bull. To the Editor: Re “ An 8-Second Ride Lures Sponsors Beyond the Rodeo ” (Advertising column, Dec. 11): So bull riding could represent the next big thing in corporate sports sponsorship. Even private equity is getting in on the action, with one manager believing this could be the next Nascar. This is music to the ears of advertisers.