Fans Bullish on Growth of Bull Riding

(CBS)  Kody Lostroh is on top of the bull-riding world tonight at the world finals in Las Vegas. The battle went down to the final round and for the champion it was not a ride in the park. CBS News correspondent Hari Sreenivasan has more on a sport that's winning more converts every week.

With the fireworks of a rock concert, and some of the biggest athletes you have ever seen - the bulls - professional bull riding is one of the fastest growing sports in the country.

"You're basically putting yourself on an animal that you've got no control over and he's the boss for eight seconds or a little longer," said rider Brendon Clark.

The 45 best bull riders in the world compete week after week to do more than just hang on for dear life. The riders earn points for how easy they make it look, and the bulls earn points for how hard and fast they kick the riders off.

"You want the bull that kicks the highest, jumps the highest, spins the fastest," said Randy Bernard, CEO of Professional Bull Riders, Inc.

Bernard, wearing a black hat and slinging a Blackberry, is riding on top of a $60 million enterprise that started with 20 bull riders putting up a $1,000 a piece to break the sport away from traditional rodeos.

That was 1992. Now there are more than 1,200 riders competing in five countries for more than $10 million in prize money a year. And yes, they are still bullish on growth.

"Right now we're up 8 percent overall for the entire year," Bernard said. "Even with the economy, this market here we're probably going be up 15-20 percent after this weekend."

The average rider on the PBR tour weighs 150 pounds. The average bull weighs 10 times as much. If the two are lucky, they'll be out there for eight seconds.

"When I die, I want to come back in the next world as a bull of mine," said bull owner Tom Teague.

A top-ranked bull can be worth as much as a million dollars.

"When you've got as much money in them as we have, you're going to make sure that you take excellent care of them," Teague said.

And when a bull does its job, it can be a real pain for the riders.

"Cracked my jaw, broke my nose, broke both hand," rider J.B. Mauney said recalling his list of injuries.

It is one of the most dangerous sports in the world.

So what makes Mauney what makes you want to go back on that bull after all that?

"It's all I ever done my whole life," he said. "Once you start doing it, it kind of gets into your blood."

It can also pay the bills. The 22-year-old Mauney has already earned more than $1.3 million - and the celebrity that comes with it.

[goatmom]

I Love BullRiding and Rodeo. The strap does not hurt these bulls at all, these animals are extremely well taken care of..

[Educated-Fan]

Thanks CBS for highlight such a fantastic sport!!!

The bulls competing at PBR events are bred for their sport and treated similar to a professional athlete in terms of high-quality food, care, and exercise. Those who are uneducated about the sport should take the time to read up on the animal welfare measures taken to ensure that animals are treated properly. http://www.pbrnow.com/about/sportinfo/bulls.cfm

For the record, the flank straps are pulled around the flank or ?waist? of the animal to enhance the bucking motion. The straps do not cover genitalia or cause pain ? this is a major misconception.

[sandmadd]

What's wrong with these people? CBS has done it again. Another flattering report on bull riding like the one they did on 48 HOURS in 2001. It's not like they don't know about the animal cruelty and corruption that's endemic to bull riding. The videos and discussions are all over the internet. Since CBS personnel are fully aware of the problem, it's obvious they don't care. There are other choices for news and my friends and I will go someplace other than CBS for the news from now on.

[Sloughfoot]

Spreading ignorance again you are-oh you won't read this cause you're gone. Perhaps that is for the better.

[Campingal]

These guys should have their heads stomped. The poor bulls have their nuts tied tighter than a drum in a knot with heavy rope....who the hell wouldn't have a fit under those conditions? THIS ISN'T A SPORT...IT'S TORTURE TO THE ANIMALS!!

[JV1970]

I have been to many rodeos in my time and never have I ever seen what you mentioned. There is a strap under the bull's belly and a rope around his neck that the rider hangs onto but that's all!

[Sloughfoot]

You've got pictures and can claim references for your statments - Oh, you are the reference and the pictures are images in your mind of a bulls nuts - damn you do have a problem.