History could be made this weekend in Lethbridge as the PBR South Country Co-op Showdown builds on its legacy in southern Alberta.
Reigning Lethbridge champion Nick Tetz is set to return to the VisitLethbridge.com Arena, chasing an unprecedented sixth consecutive PBR event title. PBR Canada General Manager Jason Davidson said the feat may be unmatched.
“I don’t even know if that’s ever been accomplished before,” Davidson said. “We have never had a six-time champion at an event anywhere in Canada, that’s for sure.”
Tetz, who became the first rider to earn more than $250,000 competing solely at PBR Canada events, remains one of the sport’s top names. The 26-year-old is entering the 2026 season with his sights set on a third national championship. Davidson said his accomplishments have helped elevate the sport and inspire new talent.
Over the past three years, Davidson said PBR Canada has seen significant growth as more American riders regularly cross the border to compete at northern events. He said prize money has increased and the sport’s broadcast deal with TSN has broadened national exposure, fuelling that momentum.
“There’s absolutely no reason why five of our athletes won’t make over $100,000 riding bulls this year,” Davidson said. “These kids coming up now can realize they can make a living in Canada riding bulls.”
While star riders draw headlines, Davidson said the bovine athletes deserve equal credit for the sport’s continued success.
“Fifty per cent of the equation is the livestock,” he said. “We can’t have great rides without great bulls.”
PBR Canada has worked to shift public perception around bull riding by spotlighting the care, athleticism and breeding behind its bovine stars. Fans often recognize and cheer for specific bulls as much as the riders.
Davidson said 10 different stock contractors will bring bulls to the Lethbridge event. He said contractors are committed to ensuring their bullpens are among the best anywhere.
“We can’t push out these great rides in PBR competition if we don’t have the athletes on the bovine end to match the talent we have with bull riders.”
“I think just the fact that they know when they come to enter Lethbridge, they’re going to have an opportunity to get on Canada’s best bulls. I think we’re just going to continue to push the envelope on that.”
This year marks 23 years of PBR competition in Lethbridge, making it one of the tour’s longest-standing stops. Davidson credited the city and the VisitLethbridge.com Arena as key partners. During the COVID-19 pandemic, the venue hosted a made-for-TV event with a drive-in audience.
A local production company also plays a role in bringing the event to viewers across the country.
“What our fans watch on TV, on TSN, is a direct result of our relationship with Chris [Cooke] and Steve [Pankard] and the crew at Feature Productions.”
Davidson said converting the arena from ice to dirt takes about a day and is now second nature to the crew.
Tickets are nearly sold out for Saturday night’s performance, with a strong push for Friday.
Davidson said PBR appeals to a broad audience, not just traditional rodeo fans.
“This is where country meets rock and urban meets rural,” he said. “It’s high-paced, in-your-face entertainment.”
Wasey Shalla, who entered the 2024 National Finals Rodeo ranked No. 1 in the world standings, is among the competitors heading to Lethbridge. Young riders Dalton Allred of Utah and Jeremy Masonovic of Quebec are also expected to contend for rookie of the year honours.
With $40,000 in prize money on the line, Davidson said if Tetz extends his streak to six, Lethbridge could once again find itself at the centre of PBR history.
