PEAK's BlueDEF® Diesel Exhaust Fluid teams up with the Professional Bull Riders as Velocity Tour title sponsor

Partnership extends to PBR's Built Ford Tough Series, adding BlueDEF, PEAK® Antifreeze & Coolant and HERCULINER® brands as official sponsors of series and Elite Riding Team

Mar 11, 2014, 09:00 ET from Old World Industries

NORTHBROOK, Ill., March 11, 2014 /PRNewswire/ -- PEAK announced today that it has partnered with the Professional Bull Riders (PBR) to name BlueDEF® Diesel Exhaust Fluid the title sponsor of the PBR's recently announced Velocity Tour.  

The BlueDEF Velocity Tour, which officially kicks off on March 15 in Hampton, Va., offers established and emerging bull riding talent more opportunities to acquire the valuable points needed to qualify for the elite PBR Built Ford Tough Series (BFTS) and ultimately the PBR World Finals. It will also allow fans in cities not currently serviced by the BFTS to experience the spectacle of the PBR. The tour will travel to approximately 18 markets in its inaugural season, including Omaha, Neb., Salt Lake City, Los Angeles, Cincinnati, Louisville, Ky., and Minneapolis.

As title sponsor, BlueDEF will enjoy top billing in all Velocity Tour marketing collateral, advertising and in-arena signage.

Bryan Emrich, Chief Marketing Officer for Old World Industries, parent company of PEAK, BlueDEF and HERCULINER said that partnering with the "toughest sport on dirt" is a natural fit.  

"We are thrilled to partner with the Professional Bull Riders for the BlueDEF Velocity Tour," said Emrich. "PBR is the fastest growing sport in the country and this partnership is a great opportunity for BlueDEF and PEAK Antifreeze & Coolant to reach a fresh new audience through sport and entertainment."

With recently implemented EPA regulations, many farmers and ranchers will be required to use diesel exhaust fluid for their newer equipment, so the Midwest-based BlueDEF brand is a strong match for the agricultural heroes across America who compile a strong audience base for PBR.

"We want to help hard-working men and women run a great family-owned business and let them enjoy some pro bull riding," Emrich added.  

The company has also extended its partnership to the PBR's elite Built Ford Tough Series, which includes the following brands as official status through 2015:

  • BlueDEF – Official Diesel Exhaust Fluid
  • PEAK – Official Antifreeze & Coolant
  • HERCULINER – Official Truck Bed Liner Kits

The partnership will feature in-arena signage and a TV feature that will bring the news of the BlueDEF Velocity Tour and other non-televised PBR events to BFTS broadcasts on CBS Sports Network or CBS Network Television. Additionally, the company is enhancing its involvement in the sport by sponsoring a team of four leading riders on the Built Ford Tough Series. The team is made up of two-time PBR World Champion Silvano Alves, Nathan Schaper, Douglas Duncan and Marco Eguchi.

"The PBR strives to align itself with partners who will speak a language our audience understands. The core PBR fan base will appreciate BlueDEF's support of the Velocity Tour and its bull riders," said PBR Chairman and CEO Jim Haworth. "The Old World Industries family of brands is well-respected amongst the PBR community and a welcome addition to our corporate team."

For more information about The BlueDEF Velocity Tour, please visit

About Old World Industries
Old World Industries, LLC is among the largest privately-held companies competing in the automotive aftermarket. The Northbrook, Illinois-based company enjoys a presence in various consumer and commercial product markets in more than 50 countries worldwide. Old World's brands include a full line of PEAK® automotive products including Antifreeze, Motor Oil, Washer Fluid, Electronics and Wiper Blades; BlueDEF® Diesel Exhaust Fluid and equipment; Fleet Charge® Fully Formulated Coolant; Final Charge® Heavy Duty Global Extended Life Antifreeze & Coolant; SIERRA® Antifreeze; SmartBLADE™ Premium Wiper Blades; and HERCULINER® Truck Bed Liner Kits. For more information, please visit and

About the Professional Bull Riders, Inc. (PBR)
The world's premier bull riding organization, the PBR, turns 21 in 2014. In just two decades, the dream of 20 bull riders has become a global sports phenomenon with PBR broadcasts reaching more than half a billion households in 50 nations and territories around the world, and more than 2.5 million fans attending live events each year. PBR has paid out more than $130 million in earnings to its athletes, and 25 riders have earned more than $1 million, including Justin McBride with $5.5 million ― the most of any western sports athlete in history. For more information on the PBR, go to, or follow on Facebook at, Twitter at, and YouTube at

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SOURCE Old World Industries