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Busch Light saddled up a new partnership with professional bull rider Derek Kolbaba as part of the Anheuser-Busch InBev (AB InBev) brand’s continued commitment to country culture, according to a press release. The partnership comes approximately nine months after it became the official beer of Professional Bull Riders (PBR) and at a time when the bull riding sport is gaining a wider audience and attracting the attention of brand marketers.

Deepening its connection with the world of professional bull riding is inline with Busch Light’s brand identity. Embracing the culture of Middle America has long been a selling point for a brand that has partnered with NASCAR and hosted shows with country music artists like Riley Green. The positioning is similar to the branding strategy of its main competitor, Keystone Light, which is owned by Molson Coors.

“Busch Light has been able to offer some unrivaled experiences to 21+ fans while they’re taking in laps at the track, singing along with their favorite country stars and now watching fearless athletes and fierce bulls in the dirt,” said Krystyn Stowe, head of marketing for Busch Family & Natural Family at Anheuser-Busch, in a statement.

Busch Light, which is popular in Midwestern states such as Iowa, has been part of AB InBev’s efforts to push beyond the Bud Light controversy that resulted in boycotts after the brand partnered with influencer Dylan Mulvaney in 2023. The alcohol giant continues to suffer from the incident, with North American volume dropping 9.9% and revenue dropping 8.8% in the first quarter of 2024. The conglomerate’s Q2 earnings suggested Bud Light sales may be stabilizing.