07/28/2026
WHAT IS UBR?
HOTTT OFF THE PRESS!!! MORE ANNOUNCEMENTS TO COME!!
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.
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.
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 live concerts, freestyle motocros, 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.
Media Contact
Lance Yearby
Founder, Rally Point Events
Partner, United Bull Riders (UBR)
United Bull Riders (UBR)
A Rally Point Events Production Series
