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.

Jack Daniel's also becomes the exclusive title sponsor of the Jack Daniel's World Standings, which is the weekly published rankings of the top 20 contestants in the seven professional rodeo events. In addition, the company will provide cash bonuses and trophy buckles for the standings leaders in each event, as well as the all-around leader, at the end of the regular season.

"We are thrilled to have another worldwide brand such as Jack Daniel's join our family of corporate partners," said PRCA Commissioner Steven J. Hatchell. "Rodeo and Jack Daniel's have been part of our American Western heritage for more than 125 years, so this was a perfect fit for us."

The Jack Daniel's sponsorship comes on the heels of Montana Silversmiths signing on as a national sponsor two months ago.

Under the new agreement, Jack Daniel's will be featured on arena signs and will maintain a logo presence on all related event-marketing communication. The company also will lend financial support to numerous PRCA rodeo committees and stock contractors. By 2001, Jack Daniel's will contribute to the efforts of more than 100 rodeos.

"The timing for this partnership is ideal," said Dan Hedrick, Jack Daniel's National Sponsorship Director. "With the recent three-year agreement signed with ESPN, plus the TNN broadcast schedule, the Wrangler ProRodeo Tour is going to represent unprecedented brand exposure for all the PRCA sponsors. We are looking forward to a long-term relationship with professional rodeo."

Registered by Jack Daniel in 1866, the Jack Daniel Distillery in Lynchburg is the oldest in the United States. Its Family of Fine Whiskeys includes Old No. 7 (the classic Jack Daniel's black-label brand), Gentleman Jack, Jack Daniel's Single Barrel Tennessee Whiskey and Jack Daniel's Country Cocktails.

"Rodeo fans demonstrate the same kind of brand loyalty to sponsors of their sport as NASCAR fans show the sponsors of their favorite drivers," said Hedrick. "Jack Daniel's is joining a family of sponsors that have had tremendous success in marketing their brands to millions of rodeo fans around the country."