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 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 7:45 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.
