Jack Daniel's, the world's top-selling North American whiskey, has become the newest sponsor and the official distilled spirit of the Professional Rodeo Cowboys Association. According to the three-year agreement between Jack Daniel's and the PRCA, the Lynchburg, Tenn.-based company is a sponsor of the Wrangler ProRodeo Tour television broadcasts, each of the PRCA's circuit finals rodeos, the Dodge National Circuit Finals Rodeo and the National Finals Rodeo.