Every motorsports manufacturer looks for an edge; a niche in
a very competitive market. Each is looking to increase awareness of its particular
brand and to keep its brand in front of potential customers. To this end, some manufacturers
throw a lot of support behind racing while others, like Yamaha, support the
hunting/fishing industries.
Kawasaki
has gone after the bullriding crowd--or rather the crowd that likes to watch
professional bullriding.
We shared with you earlier this summer the news that
Kawasaki Motors Corp., would be the official ATV/side-by-side of the
Professional Bull Riders (PBR). Go here to read about it: http://www.dirttoysmag.com/powersport-news/display.cfm?ID=302.
Kawasaki's Jon Rall, gesturing
to fans in the nearly sold out arena in Springfield,
MO, during a PBR event told us,
"These are our customers."
We were invited to watch the PBR's Built Ford Tough Series
PFIwestern.com Invitational presented by Bass Pro Shops event at JQH Arena on
the campus of Missouri State University
as a guest of Kawasaki
in September. It was one of those "fun" trips writers occasionally
get to go on just for the heck of it.
As part of Kawasaki's
sponsorship of the PBR, the company gets plenty of exposure from the PBR's TV
broadcasts to in-arena and chute signage to PA announcements and JumboTron
spots. We noticed that, whether by design or not, Kawasaki's arena signage was strategically
placed near where the bulls and riders come out of the chutes, giving the
company prime viewing on TV and by fans at each event.
While at the PBR event in Springfield, we were able to meet many of the
professional bullriders as well as PBR officials, all of whom we found to be very
personable and professional. The event was well run and very entertaining,
thanks in part to the bullriders themselves and PBR's resident clown, Flint
Rasmussen.
A couple of things that really jumped out at us during the
event, in addition to the genuiness of the athletes, is their accessibility to
the fans. This was evident before the event started and after the action was
done for the night. After the event, the bull riders walk along the edge of the
arena, signing autographs for anyone and everyone who wants one. Prima donnas
they are not. And these are guys who are earning a fair chunk of change,
sometimes in the millions of dollars.
The second thing that really stuck out was the popularity of
the sport. We had no idea it was that popular. Sold out arenas, a television
audience, a huge online following all show how popular the sport is.
It's no wonder Kawasaki
chose to be one of the PBR's sponsors. It is their kind of customer.
The PBR World Finals are this week in Las Vegas, NV.
For more information, log on to www.pbr.com.
