WHAT IS UBR?
MULTIPLE POWERHOUSES IN PROFESSIONAL BULL RIDING JOIN FORCES TO LAUNCH THE UNITED BULL RIDERS (UBR) SERIES
Multiple powerhouses in professional bull riding have joined forces to launch the United Bull Riders (UBR) Series, a Rally Point Events production series dedicated to producing premier team-format professional bull riding events throughout the Midwest. Here are the first two!
The partnership currently brings together Lance Yearby, founder of Rally Point Events, and Laine and Hannah Lamb, owners of LH Cattle Company.
Together, they bring decades of experience in professional bull riding, event production, livestock management, sponsorship development, marketing, and operations to create one of the Midwest's premier professional bull riding series.
Additional professional partners, legendary riders will be announced in the coming days as the UBR Series continues assembling one of the strongest leadership teams in professional bull riding.
United Bull Riders was founded with one vision—to elevate professional bull riding through premier team-format competition that combines elite riders, premier livestock, first-class entertainment, and exceptional event production. The UBR Series is designed to create an unforgettable experience for riders, fans, sponsors, contractors, and host communities while honoring the traditions and future of Western sports.
Lance Yearby
Lance Yearby is the founder of Rally Point Events and an accomplished producer of professional bull riding events, concerts, music festivals, and community entertainment throughout the Midwest.
Through Rally Point Events, he has built a reputation for producing first-class events that generate economic impact while giving back to the communities they serve.
As a partner in the United Bull Riders Series, Yearby oversees event production, sponsorship development, marketing, business development, and the long-term strategic growth of the series.
Cody Nance
One of Professional Bull Riding's Biggest Names Becomes Part of the Future of the United Bull Riders Series
More Big Names to Come
The United Bull Riders (UBR) Series is proud to announce that Professional Championship Bull Riders (PCB) World Champion and 12-time PBR World Finals qualifier Cody Nance has officially joined the UBR partnership.
Widely recognized as one of the biggest and most respected names in professional bull riding, Nance brings championship experience, industry leadership, and relationships throughout the sport that will help shape the future of the United Bull Riders Series.
In addition to joining UBR as a partner, Cody Nance has built and produced successful professional bull riding events of his own. Several of those events are expected to become part of the United Bull Riders Series, further strengthening the schedule and expanding UBR into additional markets.
As a partner, Nance will help lead rider relations, competition development, and the recruitment of many of the sport's top riders while helping build one of the Midwest's premier professional bull riding series.
This is just the beginning. Yearby says as more names and information is to come!!
Laine and Hannah Lamb – LH Cattle Company
Laine and Hannah Lamb, owners of LH Cattle Company, oversee all livestock operations for the United Bull Riders Series. They are responsible for livestock care and management, back pen operations, and all arena livestock activities, ensuring every event is conducted safely and professionally.
LH Cattle Company has become one of the premier livestock contractors for the Professional Bull Riders (PBR), while also providing livestock for numerous rodeos and professional bull riding associations across the country.
Over the past six years, Laine and Hannah have produced major rodeo and bull riding events, earning a reputation for outstanding livestock, professionalism, and operational excellence. Their commitment to quality livestock and first-class production makes them an integral part of the UBR Series.
James Stidham
James Stidham, Vice President of Rally Point Events, brings extensive experience in event operations, logistics, sponsorship development, venue coordination, and large-scale event execution.
Stidham has been an important part of Rally Point Events' continued growth and will help oversee the operational side of UBR as the series expands into markets throughout the Midwest.
Ginger Happe
Marketing & Brand Development
Ginger Happe, owner of Media Mix in Evansville, Indiana, and a member of the Rally Point Events Board, has been a driving force behind the growth and marketing success of Rally Point Events.
Happe and Media Mix have played an instrumental role in promoting Rally Point Events’ professional bull riding and rodeo productions, helping build events that have consistently attracted large crowds, including sold-out rodeo events and successful PBR productions.
Happe will bring that same marketing experience to UBR, helping lead branding, advertising, media strategy, promotions, and community engagement as the series grows.
The United Bull Riders Team Continues to Grow
Additional major names from professional bull riding, livestock, entertainment, marketing, and event production will be announced as UBR moves closer to its debut. This is just the beginning of assembling the team to build the United Bull Riders Series and its future in professional bull riding.
More Names. More Announcements. More to Come.
The United Bull Riders (UBR) Series will officially debut on October 3, 2026, at Bulls and Ghouls in Owensboro, Kentucky, introducing fans to an exciting new era of team-format professional bull riding.
Following its debut, the UBR Rally Point Events Series will expand in 2027 with six to eight premier team-format professional bull riding events throughout the Midwest, culminating with the inaugural UBR Finals in September 2027.
Among the featured events on the 2027 schedule will be the Evansville UBR, taking place during Memorial Day Weekend, one of the Midwest's premier professional bull riding events. The series will also welcome back Bulls in the Ball Park in Marion, Illinois, continuing its tradition of bringing elite professional bull riding back to Southern Illinois.
The series will feature many of the top bull riders from the PBR, PRCA, PCB, and other professional bull riding organizations, competing in an exciting team format.
In addition to elite riders, the UBR Series will bring together many of the nation's premier bull contractors. Each team will pair an elite professional rider with a premier bucking bull, creating a unique competition that showcases the very best athletes and livestock in professional bull riding.
Beyond the competition, the UBR Series is committed to delivering a first-class entertainment experience for fans of all ages. Select events throughout the season will feature acts from America's Got Talent during intermission, along with freestyle motocross, BMX exhibitions, Trick Rope and Riding, and other exciting entertainment, creating an action-packed event unlike anything else in professional bull riding.
Throughout the season, teams will compete for championship points and a berth in the UBR Finals, where the inaugural United Bull Riders Team Champion will be crowned.
Each stop on the UBR Series will feature elite competition, premier livestock, first-class entertainment, and exceptional event production, creating an unforgettable experience for fans while providing new opportunities for riders, contractors, sponsors, and host communities.
Additional 2027 event locations, professional partners, sponsors, and host cities will be announced in the coming months as the United Bull Riders Series continues its expansion across the Midwest. Check back often!
United Bull Riders is proudly produced by Rally Point Events, a volunteer-led 501(c)(3) nonprofit organization dedicated to creating premier live events that strengthen communities while supporting meaningful causes. Rally Point Events focuses on helping veterans, youth, and local nonprofit organizations through fundraising events and community partnerships. The organization has donated more than $800,000 to charitable causes and supports programs such as Kicks 4 Kids, and Happy Feet Equals Learning Feet, which has provided more than 37,000 pairs of shoes to children in need, along with Combat Boots to Work Boots, helping veterans receive quality work footwear.
When you attend a United Bull Riders event, you're not only experiencing one of the most exciting nights in sports—you're also helping support organizations and programs that make a lasting difference throughout the Tri-State region.
Other areas proceeds from our events have supported include:
- PTSD Canine
- Scholarships
- Veterans Housing
- Over $20,000 in Shoes for Homeless Veterans.