- VeChain partners with PBR, making $VET the official token, expanding blockchain visibility to millions of fans.
- The TKO Takeover event in Kansas City highlighted VeChain’s role in uniting PBR, UFC, and WWE under one banner.
VeChain, the leading real-world blockchain-focused platform, has made a North American expansion with its major partnership with Professional Bull Riders (PBR). Now, VeChain’s native token, $VET, has become the official token of the PBR league. The collaboration is poised to open the door for millions of PBR fans to be aware of VeChain’s real-world applications and more.
“This strategic alliance introduces $VET as the official token of PBR, creating a unique opportunity to bring awareness to millions of passionate fans across North America,” said VeChain.
The partnership was officially launched during the TKO Takeover weekend in Kansas City, Missouri, where the PBR Knockout Kansas City event, presented by $VET, was held. The Outlaws received their 2024 PBR Teams Regular-Season Championship Medallions in front of a hometown crowd at the T-Mobile Center.
If you’ve never been BULLISH on $VET, now’s your chance!! 👀
Shout out to all the bull riders tonight! Do what we do and hold on for dear life!! #VeFam, smash the likes to win $200 in $VET! 🚀
I’m AMPED on the new partnership between @vechainofficial and @PBR! 🤝 pic.twitter.com/MVya85j16o
— Aj (@Ajwritescrypto) April 25, 2025
Through the involvement of the Kansas City Sports Commission, the T-Mobile Center was selected as the first venue to host a full weekend of consecutive PBR, UFC, and WWE events, collectively branded as the TKO Takeover presented by VeChain. This concept showcased VeChain’s unique position in delivering blockchain visibility at high-profile events.
VeChain Doubles Down on Sports
In March 2025, VeChain deepened its investment in combat sports by signing a six-year deal worth $76 million to serve as the title sponsor of Dana White’s Power Slap League, as CNF reported earlier. The agreement brings VeChain branding to athlete kits, event promotions, and digital broadcasts. This high-value deal also makes Power Slap events free to watch via live YouTube streaming.
VeChain’s entry into professional bull riding is not its first major move in the world of sports. Since June 2022, the company has held the position of UFC’s Official Blockchain Partner. That deal, valued at $100 million, featured branding integrations throughout UFC broadcasts, including signage inside the Octagon and exposure across digital platforms. VeChain also sponsors the official UFC fighter rankings.
In a further evolution of its relationship with UFC, VeChain introduced the VeBetterDAO initiative in September 2024. This campaign promotes sustainable behavior by rewarding actions using blockchain-based incentives, adding a new layer to the partnership’s long-term goals beyond just brand placement.
In November 2023, VeChain took a leap into sports fashion through a partnership with Venum Brazil, unveiling a co-branded line of apparel. Each item in the collection comes embedded with VeChain’s NFC, NFT, and blockchain authentication technology, offering a digital product passport to ensure legitimacy and innovation in every piece.
The launch of $VET as the official token of PBR also adds another feather to VeChain’s sports engagement portfolio. VeChain’s current roster of partners includes WWE, IBI Roma, and ATP Turin, demonstrating a growing strategy to blend blockchain adoption with high-visibility sports entertainment sectors.
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