The army's bull riders

Soldiers Magazine, July, 2004 by Aimee Felix

THE TRICK is to have a good grip on the rope, a steady position on the bull, and the confidence to begin what could be the most dangerous eight seconds of your life. Wearing a helmet is optional.

It is in the courage and commitment it takes to participate in the risky sport of bull riding that LTG Dennis D. Cavin, commander of the U.S. Army Accessions Command, sees similarities in character between bull riders and Soldiers. The similarities make the Army's recent two-year partnership with Professional Bull Riders Inc. a natural fit, he said.

Randy Bernard, chief executive officer of PBR, backed this assertion when he said, "Like Soldiers, bull riders possess the will to win, pride in their work and no-quit attitude that are signs of a true champion."

The partnership is part of a recruiting initiative geared toward building an awareness of the Army among potential recruits. The Army's bull-riding team was officially introduced to the public during the Army-sponsored PBR Invitational in Colorado Springs, Colo.

Mike Lee is the youngest of the three bull riders. The 20-year-old has been riding bulls since he was 14 and is fiercely loyal to his sport. "I want a sponsor that will be loyal to me, and I know that's what the Army's all about," he said.

Another bull-riding Texan, James White, is a favorite for the 2004 Rookie of the Year title. The Army's third bull rider is Jaron Nunnemaker, a 30-year-old from California who enrolled in bull-riding school at 18.

It makes sense for the Army to get exposure by sponsoring bull riding, because it's one of the fastest growing sports in the country. Cavin said. Other Army-sponsored sports, such as drag racing and arena football, provide evidence that this type of exposure is effective in attracting 17-to 24-year olds to the Army, he said.

Recruiting Command has reduced the amount of money it's spent on traditional television and print advertising to invest in Internet and cable-network ads and sports, which have, collectively, increased recruitment by 16 percent, said Cavin.

In 1995, three years after the creation of the PBR, the organization had just two sponsors. Since then support has increased to $17 million and 18 sponsors.

"These people wouldn't be signing on if they weren't getting their money's worth in exposure," said Bernard.

"Besides, having a third party promote us is invaluable because it's not just the Army selling itself," Cavin said.

Throughout their two-year contract, the riders will also visit high schools across America to speak to young people about opportunities available in the Army.

"These guys are sportsmen with fans, so kids will listen to them," said Cavin.

Rodeo Riders

THE ARMY also sponsors Seven Cowboys and a cowgirl as part of a partnership with the Professional Rodeo Cowboys Association. The newest Army team debuted at one of rodeo's biggest competitions, the Pace Picante ProRodeo Chute-out at the Orleans Arena in Las Vegas.

Team members are:

Luke Branquinho. A steer wrestler, he made it to the final round at the Las Vegas chute-out.

Trevor Brazile. He Competes in tie-down roping, steer roping and team roping.

Fred Whitfield. A tie-down roper, he will be inducted into the Pro Rodeo Hall of Fame in August.

Andy Bolich. A bareback rider.

Wayne Folmer. A team roper and three-time Wrangler NFR qualifier.

Cody DeMoss. The saddle bronc rider is a top contender for this year's title.

Brittany Pozzi. The barrel racer finished seventh overall in her first PRCA season.

Zack Oakes. A bull rider, he won RodeoHouston and the PRCA's Xtreme Bulls in Clovis, N.M., earlier this year.

SPC Aimee Felix is assigned to the 14th Public Affairs Detachment at fort Carson, Colo.