Busch Light PBR Milwaukee presented by Cooper Tires

Name: Busch Light PBR Milwaukee presented by Cooper Tires
Start: 2026-01-16T18:45:00-06:00
End: 2026-01-17T21:45:00-06:00
Location: Fiserv Forum

Event Information

For the fifth consecutive season, and sixth time in arena history, the Professional Bull Riders’ (PBR) premier Unleash The Beast (UTB) event will buck into Fiserv Forum for Busch Light PBR Milwaukee, presented by Cooper Tires, from Jan. 16-17. Tickets go on sale Friday, Aug. 29, at 10 a.m. CT at www.ticketmaster.com.

Wisconsin fans will once again be treated to an intense and unpredictable showdown between the top 35 bull riders in the world and the sport’s most talented animal athletes bred for explosive power and agility.

The upcoming PBR Milwaukee event will also mark the fifth event of the 2026 individual season, as riders vie for vital points in the race to be crowned the 2026 PBR World Champion. The crucial world points on the line in Wisconsin will set the world standings leaderboard early in the season as the battle toward the 2026 world title intensifies.

When PBR visited America’s Dairyland in 2025, seven-time Professional Rodeo Cowboys Association World Champion Sage Steele Kimzey (Strong City, Oklahoma) earned his first regular-season PBR Unleash The Beast victory of the season, setting him on an eventual path to finish the season at No. 5 in the world standings.

Just like Kimzey’s quest last March, the world’s top bull riders will arrive in Milwaukee hitting their stride as the season takes off. Fan favorites, including Kimzey on the hunt for a repeat, three-time PBR World Champion Jose Vitor Leme, 2024 PBR World Champion Cassio Dias, 2022 World Champion Daylon Swearingen and many more, will be among the riders expected to compete throughout the weekend.

The top bull riders in the world will take to the dirt at 6:45 p.m. CT on Friday, Jan. 16. The action will culminate at 6:45 p.m. CT on Saturday, Jan. 17, to crown an event champion.

Ticket are available at www.ticketmaster.com, the Fiserv Forum Ticketmaster Box Office or at www.PBR.com. Additionally, PBR Rewards members can call 800-732-1727.

PBR Elite Seats are available for avid fans who want an exclusive VIP experience while enjoying the world’s top bull riding circuit. These tickets, available in two tiers, offer premium seats, personal on-site concierge at the PBR fan loyalty booth and more. For more on elite seats, click HERE, or call (800) 732-1727.

Doors

It’s almost time for Busch Light PBR Milwaukee presented by Cooper Tires! We can’t wait to see you at Fiserv Forum this Friday and Saturday! General doors open at 5:15 PM with the event beginning at 6:45 PM. The Ticketmaster Box Office opens at 12:00 PM.

Entrances Open

Atrium
BMO North – VIP & Premium / ADA
Johnson Control Entrance
Skybridge

VIP Guests

VIP guests should enter through BMO North Entrance doors, located on Juneau Ave across from The Trade Hotel (Note: there are two BMO Entrances – please go to the BMO Entrance that faces Juneau Ave, not the BMO Entrance that is located on the Fiserv Forum Plaza).

Doors Open at 4:15 PM for VIP1 – PBR Gold & VIP2 – PBR Silver. Check-In for VIP1 – PBR Gold & VIP2 – PBR Silver runs from 4:15 PM – 4:30 PM.

Dirt Suite Ticketholders

Dirt Suite Ticketholders for this show can enter through any entrance. There is no designated floor entrance for this show.

Specialty Drink

Cheers to cheering on the world's best riders and bulls! This weekend's specialty drink - Cowboy Cocktail - features Jack Daniel's, lime juice, ginger beer and a lime garnish.

Merchandise

Merchandise can be found on the Main Concourse, located outside Sec. 103 and 121, and the Upper Concourse near Sec. 228.

Busch Light PBR Milwaukee presented by Cooper Tires

Busch Light PBR Milwaukee presented by Cooper Tires

Event Information

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